 |
|
|
 |
|
| |
WAN-IFRA XMA Cross Media Awards 2010 |
|
|
|
| |
|
|
| |
Company: RBS-Brazil
Zero Hora Editora Jornalistica SA |
| |
Project name: Residents earn blogs, generate content to our communities supplements and guide the main sections of Zero Hora |
|
| |
|
|
| |
|
|
| |
General information about the publication |
|
| |
Zero Hora is one of the most respected newspapers in Brazil, with a circulation that covers Rio Grande do Sul and also other states. It is the most read newspaper in the south of the country and it's among the 10 largest newspapers in circulation, with about 180.000 copies per day. The publication completed 46 years of existence in May 2010. The website ZeroHora.com was launched in 2007 and has an average of 8 million hits per month. |
|
| |
Entry description |
|
| |
How the hyperlocal's contents of Zero Hora migrates between blogs, communities supplements and main section. |
|
| |
The basic idea of your cross-media local project |
|
| |
A group of a dozen residents and professionals makes text, photos and video to communities supplements's blogs. Named Council of Bloggers, act in the diary on the internet.
Besides writing for the website, the members also have their texts published in the printed version, and, in some special cases, in the main section of Zero Hora. A ZH Zona Sul's blogger, for example, wrote about the long lines generated by the choice of marked seats on the movie theaters, and the post received 158 comments. The impact was so great that the content was published in Zero Hora with emphasis on the front page. |
|
| |
Used media channels |
|
|
|
|
| |
The implementation |
|
| |
Created in 2005, Zero Hora's six communities supplements cover 30 of the 79 districts of Porto Alegre, Rio Grande do Sul's state capital. With the successful experience of user-generated content, the initiative was expanded to the internet. Today, hyperlocal news are produced by the community for both communities supplements and blogs.
The first experience concerning online content from readers was set in July 2008, when Zero Hora launched ZH Moinhos' blog, covering five of the city districts. The project was expanded in 2009, with the creation of two other blogs _ ZH Zona Sul and + Canoas, the latest directed to a nearby town.
The blog extends its content to the printed paper, creating a network between traditional readers, who buy or subscribe to Zero Hora, and internet users. As the supplements are weekly published on a weekly basis, the internet also provides a daily relationship with the public, motivated by the possibility to comment on posts. It becomes an unlimited space to develop a relationship between the media and its consumers. |
|
| |
Image(s) |
|
|
|
|
| |
Links |
|
| |
http://www.zerohora.com
http://www.zerohora.com/zhmoinhos
http://www.zerohora.com/zhzonasul
http://www.zerohora.com/canoas
|
|
| |
Results of the local project implementation |
|
| |
In addition to integrating online and offline media, the creation of blogs has provided a new niche audience. Regular readers, subscribers of Zero Hora, amounted to the internet, seeking information dynamically. The Council of Bloggers, in turn, evolved into a network of correspondents about what happens in their neighborhood.
ZH Moinhos' blog, which supplement has a circulation of 20.000 copies per week, has an average of 15.000 visits per month. ZH Zona Sul's blog passes of 20.000 hits per month, although the circulation of the supplement is less than 10.000 copies per week. |
|
![]() |
 |
|
(c) 2024 - Ifra - All rights reserved - www.ifra.com/xma
Back to projects overview | Print page | Close page
|
|