


	IFRA XMA Cross Media Awards 2009





	Company: Catavencu SA
	Project name: Antreprenor





	General information about the publication

	Business Standard is a daily economic and financial newspaper launched two years ago, in May 2007. It belongs to Realitatea Catavencu media group, one of the largest media groups in Romania. The general philosophy of Business Standard is to provide daily economic and financial information in a way that makes it easy to understand and insightful for our audiences. The daily circulation is 18.000 - 20.000 copies, of which around 13.000 subscriptions. Out main competitor is Ziarul Financiar, launched in 1998, with a circulation of about 19.000 per day. Besides the daily content, Business Standard launched products dedicated to special categories, such as entrepreneurs. "Antreprenor" is one of our strongest assets.

	Entry description

	"Antreprenor" is an integrated media product, launched by Business Standard in May 2008. It is entirely dedicated to entrepreneurs and start-ups and it is consistent to our strategy of supporting the business environment and providing our business comunity with news as well as inteligence. "Antreprenor" was developed as a print section of Business Standard, a weekly TV show, an internet portal and, series of conferences and seminars and a book with guidelines for companies in crisis times.

	The basic idea of your cross-media design

	The basic idea behind "Antreprenor" was to open a new market potential for Business Standard and to attract a whole new community, otherwise very fragmented. We wanted to enhace our brand and our audience and provide valuable content and services. In implementing the new concept we had several objectives: - attracting new audiences - creating a new stream of revenues from advertisers and online users - putting together a fragmented community We directed our interest towards young and educated segments, already having a business or planning to open one, as well as towards a large category which has an entrepreneurial mind.

	Used media channels


	TV		Event(s)

	Supplement/Magazine		Book(s)

	Online

The implementation

The project was launched in May 2007. Business Standard, our economic and financial daily was behind the initiative.
- The weekly print section has 8 pages printed on special paper each Monday.
- The TV show is on air each Wednesday, with subjects inspired from the print section.
- The internet portal, www.antreprenor.net, integrates the whole print content, the TV shows and has its own editorial content each day.
- The conferences bring together, twice a year, our consultants and the most succesful entrepreneurs to deliver value, advices and insight. The conferences have live transmission on our business station (The Money Channel), print coverage and internet presence before and after the events.
All the project is developed under the same brand, "Antreprenor" and diferent media link to one another explicitly.

Image(s)

newlogo-antreprenor.jpg (181 KB)

new logo standard 3.0.jpg (502 KB)

bst-front-page.jpg (836 KB)

antrep-fp-rompetrol.jpg (786 KB)

conference 1.jpg (63 KB)

portal.jpg (178 KB)

tv show.jpg (77 KB)

Links

www.standard.ro
www.antreprenor.net
http://www.linkedin.com/groups?gid=1888146
www.tmctv.ro
http://www.tmctv.ro/shows/display/71
http://www.antreprenor.net/download/antreprenorpri ...
http://www.standard.ro/conferinta_antreprenor

Results of the design & branding implementation

To measure the success of our cross-media project we use diferent indicator:
- for the print section, we have a special subscription offer for entrepreneurs. At present, 80% of our subscribers are corporate clients, 40% of them being entrepreneurs. The most important consultants in Romania are our colaborators.
- for the coferences, we had almost 300 entrepreneurs sharing their questions and comments before each event, a dedicated group on LinkedIn with almost 170 users already (the group was launched in April), two successful Europena entrepreneurs as special guests and more than 150 people present at each of the events
- the internet portal was launched in April and it has more that 2.200 listed companies and more than 30.000 unique viewers.
- "Antreprenor" is sponsored, for the second time in a row, by one of the biggest Romanian companies, Rompetrol.