


	WAN-IFRA XMA Cross Media Awards 2010





	Company: RCS Digital
	Project name: Corriere della Sera Local Network: local news, interaction, info-services. Advertising trade for local customers.





	General information about the publication

	Corriere della Sera is the most sold daily newspaper in Italy. With a circulation of 539,000 copies a day (Ads moving average jan-dec 2009), it reaches 2,907,000 readers with its paper edition (Audipress, spring 2008). The online edition of Corriere della Sera, Corriere della Sera.it, in april had 370 million page views (Nielsen Site Census, april 2010) generated by an average of 1,4 million unique users a day (Nielsen Site Census, april 2010). The main local coverage on the web is set on 17 cities for 6 different web editions that reflects the paper editions sold with the daily national newspaper. Each online edition gives to its readers a full range of services in order to inform users about news and events, and have their voice about the daily life of the city. We want also to reach all the small Italian municipalities and theirs citizens. With the project “Il mio comune”, which means “My municipality”, we have produced a website for each 8094 italian towns and villages, giving the readers regional flash news, services, informations and statistics about their municipality.

	Entry description

	Corriere della Sera Local Network provides editorial news, the possibility for users to interact with each other and with our journalists. All news we edit are strictly city based. We give them also many local informations and advises about their living place and the community where they live. The business model is based on advertising trading (display, directories, classifieds and customer solutions) for local buyers. This trade takes place through sales agents or a interactive platform that permit to customers to place their ads where they want it to be seen.

	The basic idea of your cross-media local project

	The basic idea is to reach and loyalize to our brand citizens of each Italian town. We want to inform them and give to them all the means to get benefit of what their local community can give to them. To achieve this goal, we try to cover the majority of the media that people use nowadays (print, web, mobile internet) to grant the covering of news, their updating and their localization on map. We target two different type of readers: the ones who are well integrated in the town where they live, and like to be aware of what is happening around them and to the people around; and the ones who are looking for something in the city. We want to attract new readers, and our sight is beyond the users of Corriere della Sera.it, aware of national news.

	Used media channels


	Newspaper		Merchandising

	Event(s)		Supplement/Magazine

	Book(s)		Mobile Services

	Online		Web-TV / Video

The implementation

Our project is cross-media since 1999 when the website vivimilano.corriere.it went online. Since 2008 other 16 local web editions are online. In may 2010 were released the pages of “Il mio comune”. In 2009 all the local online editions started to be supported by mobile phones and in august 2009 they were integrated into the Iphone application of Corriere della Sera.it. The department involved in the setting up is the Local Online Department of RCS Digital that works alongside with the departments of the daily newspaper and mobile. We coordinate the 6 local newsrooms and lead the local projects and their development. Inside each newsroom there is a desk dedicated to the online edition and automatically, everything published on the main website is seen on the mobile website and on the Iphone application. Everyday the electronic version of the newspaper, is distributed online to our subscribers and it’s upcoming the Ipad application for the local editions. A desk is in charge of coordinate the news flow fron the local web editions to the National corriere della sera.it website.

Image(s)

Presentazione-WAN-IFRA.pdf (11694 KB)

Links

http://milano.corriere.it
http://roma.corriere.it
http://corrieredelmezzogiorno.corriere.it
http://corrieredelveneto.corriere.it
http://corrierefiorentino.corriere.it
http://corrieredibologna.corriere.it
http://ilmiocomune.corriere.it
To have more informations about RCS Mediagroup:
http://www.rcsmediagroup.it

Results of the local project implementation

The growth of readers who access the local network channels by the Corriere della Sera is constant. The growth of online local network has been of the 65% in one year in terms of absolute unique visitors (Nielsen Site Census - May 2010). The network unduplicated local traffic, in may 2010, was of 4,230,000 unique users (Nielsen Site Census, may 2010). Each site generates this traffic (Nielsen Site Census - May 2010):
Corriere Milano.it 1,669,531 unique users
Corriere Roma.it 1,625,120 unique users
Corriere Fiorentino.it 520,945 unique users
Corriere di Bologna.it 311,564 unique users
Corriere del Veneto.it 952,676 unique users
Corriere del Mezzogiorno.it 1,011,895 unique users
The mobile site has registered more than 800,000 unique users and 3,000 subscribers. Despite having raised a paywall since April 2010, data traffic hasn’t declined, but it has stabilized. Since the date of their creation, 130,000 iphone, ipad and blackberry applications have been downloaded, with over 40,000 subscriptions.