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The implementation |
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The cross-media design and branding strategy has been implemented as the result of a strategy process in 2007 - "The A plan". The strategy set out that Aftenposten would focus on the same, strong brand in all channels. We would focus on strong topical verticals, such as news, travel and local content - but with the same brand name. "The A plan" has had practical implications for several of our products: - Our consumer site Forbruker.no ceased to exist and the content was moved into the Aftenposten brand. - When a new travel site was launched, design and naming was consistent across channels - The same applied with the relaunch of our local Oslopuls.no site in 2008. - The front page of our main web site has been redesigned - and is now much more similar in design as the newspaper. At the same time section names were coordinated across plattforms. - The strategy for the web site was titles "More Aftenposten, more multimedia". One result was to put much more effort into digital storytelling - but in a way that would reinforce the strength of the Aftenposten brand (for examples: http://www.aftenposten.no/spesial) - Editors have reinforced that ethical and editorial standard should be the same for alle channels. The cross-media design and branding has been driven by the editor-in-chief who regularly has emphasized the importance of offering our content in two equal channels: Paper and digital. As a result of the strategy designers for the newspaper and web site are cooperating much more closely than before. Also each journalist to much more extent than before is expected to work for both channels. Many newspaper reporters regurlarly file stories for the web site, while on the other hand good web stories are also printed in the newspaper. Reader feedback collected on the web site frequently is also printed in the newspaper. |
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Image(s) |
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Links |
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http://www.aftenposten.no http://www.aftenposten.no m.ap.no
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Results of the design & branding implementation |
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Aftenposten.no was named "Web site of the year" in the annual and prestigious competition by the Norwegian Association of Media Companies (Mediebedriftenes Landsforening) We have received consistently positive feedback from readers and advertisers for our branding. The web site has received quite strong growth in traffic during the last year, while the drop in newspaper subscriptions has been much smaller than for competitors. Probably Aftenposten will regain the position as Norway's largest newspaper by the end of 2009. |
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