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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Dow Jones Publishing Company (Asia), Inc. |
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Project name: China Real Time Report |
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General information about the publication |
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The Wall Street Journal Asia is the leader in global business news for Asia. Since 1976, it has provided indispensable news and analysis of regional and global business developments for an influential pan-Asian audience of corporate and government decision-makers. The Wall Street Journal Asia has been voted the most "important business reading" among international daily newspapers in Asia in every ABRS/BE:ASIA* study since the survey's inception in 1985.
Edited and published in Hong Kong, The Wall Street Journal Asia is printed in eleven Asian cities - Bangkok, Hong Kong, Jakarta, Kuala Lumpur, Manila, Mumbai, New Delhi, Seoul, Singapore, Taipei and Tokyo - and distributed throughout the Asia Pacific region. More than 75% of its subscribers are Asian.
The Wall Street Journal Asia also delivers unparalleled news and analysis through a vast network of online and digital platforms. The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that target the region's most influential business decision makers including:
The Wall Street Journal Asia Online: asia.WSJ.com
Chinese-language website: cn.WSJ.com
Japanese-language website: jp.WSJ.com
India-specific homepage (English): india.WSJ.com
Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from the world's most trusted source for global news and analysis.
Dow Jones publications won 2 awards in the 2010 Society of Publishers in Asia Awards for Editorial Excellence, including Excellence in Multimedia News Presentation.
*BE:ASIA 2009, The Media Survey of Asia’s Business Elite |
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Entry description |
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China Real Time Report is available in print and online:
Print: Weekly feature in The Wall Street Journal Asia
Online (English-language): asia.WSJ.com/chinarealtime
Online (Chinese-language): cn.WSJ.com/chinarealtime
Free to access, China Real Time Report is a comprehensive online resource for news and analysis on all things China. Both web sites are packed with the latest articles and topics that are widely discussed among the Chinese community, the report offers quick insight and sharp analysis from the wide network of Dow Jones reporters across Greater China - approximately 40 Wall Street Journal and Dow Jones Newswires reporters and researchers based in Mainland China as well as editorial staff in Hong Kong and Taiwan. It also draws on the insights from commentators close to the hot topic of the day including business, finance, law, policy, economics and culture.
In addition, Real Time China Report is available in print as well. Featured every Tuesday, the print version summarizes popular news articles that revolve around the business community in China today. It can also be a continuous story from a popular article that is drawing a significant attention within the industry. By sharing these articles with readers who reside outside China, they can gain valuable insights and possess a true business understanding about this fast moving business and finance community that has a significant footing within the global marketplace. |
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The basic idea of your cross-media local project |
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China Real Time Report is designed to provide business professionals with a more in-depth reporting and analysis on China, a country that is growing rapidly with an average 8% growth in GDP per annum. It represents a market that is full of opportunities and attracts many foreign companies to start up business there. Hence, it becomes critical for business executives to understand the important role China is playing in the world marketplace and how its government policy can impact their business in China.
To meet the growing need among senior business executives to gain insightful, intelligent and unparalleled reporting that allow them to make sound business decisions in China, The Wall Street Journal Asia launched China Real Time Report in October 29 2009. With a team of 40 dedicated Dow Jones reporters based in Greater China, the China Real Time Report is intended to reach the following audience segments:
(1) Wall Street Journal Asia’s existing readers.
(2) Business professionals who are not reading The Wall Street Journal Asia but are doing business in China.
(3) Young business executives who are internet savvy and rely on the internet for their news.
(4) Mainland Chinese readers who are looking for a credible and trusted news source that offers a global perspective. |
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Used media channels |
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The implementation |
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The English-language China Real Time Report launched in October 29, 2009
The Chinese-language China Real Time Report launched in November 17, 2009.
The departments that are driving The China Real Time Report include the Online Marketing Team and our Editorial Team spearheaded by Andrew Browne, China Editor of the Wall Street Journal and Dow Jones Newswires.
To encourage growth on both web sites, the Marketing Department devised a long-term marketing plan to promote China Real Time Report to print and online readers. The campaign includes placement of China Real Time Report print advertisements in The Wall Street Journal Asia as well as online banner placement on asia.WSJ.com and cn.WSJ.com (a Chinese-language web site offering news and analysis specifically tailored for a Chinese-speaking audience).
In addition, there is a marketing plan to promote China Real Time Report to non-Wall Street Journal Asia readers. The plan includes a Twitter and Facebook profiles to capture members. Links have been submitted at the bottom of the page. |
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Image(s) |
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Links |
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China Real Time Report Links
http://asia.WSJ.com/chinarealtime
http://cn.WSJ.com/chinarealtime
Wall Street Journal Asia Online Links
http://asia.WSJ.com
http://cn.WSJ.com
http://jp.WSJ.com
http://india.WSJ.com
Twitter
http://twitter.com/chinarealtime
Facebook
http://www.facebook.com/China-Real-Time-Report/#!/ ...
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Results of the local project implementation |
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Since the launch of The China Real Time Report, the results have exceeded all expectations. After 1 month of the launch, China Real Time Report in English recorded 307,363 page views and 165,210 unique visitors, while China Real Time Report in Chinese achieved 479,496 page views and 346,384 unique visitors.
It is also worth noting that the Google Retreat Issue in China news stories drove up the page views for China Real Time Report in February and March. The page views for China Real Time Report in Chinese rose dramatically by 37% from 516,024 page views (February) to 704,392 page views (March). The significant traffic was driven by Mainland Chinese readers who were looking for a trusted, independent, online resource that provides unbiased and insightful information about the Google Retreat Issue in China.
As of May 2010, both web sites achieved the following results:
Results on China Real Time Report in English:
Total Page Views: 1,562,190
Total Unique Visitors: 882,846
Results on China Real Time Report in Chinese:
Total Page Views: 3,555,652
Total Unique Visitors: 2,419,788
Source: Omniture, May 2010
Twitter
3,576 followers
1,232 tweets
Facebook
359 members and growing |
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