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THE BASIC IDEA:
In 2007, Večernji list started with the regionalization project. The main goal was to develop strong regional editions throughout Croatia and at the same time, to move the production of regional pages to regional centers, i.e. to remove the production from Zagreb, which is the capital, but also the city where Večernji list comes from.
Besides Zagreb, regional pages are produced in Koprivnica, Varaždin, Krapina, Karlovac, Sisak, Osijek and in edition for Bosna & Hercegovina. In regional centers we produce pages with regional content, and these pages are
mutated, so that besides regional pages, we daily change the front and the last page too.
2. THE PURPOSE - Reasons for localization
After regionalization, our readers showed interest for more local content, i.e. a reader from a certain region wants to read local information about his/her town. By shifting to localization, Večernji list, the leader in regionalization process, goes even deeper into coverage of local content because
•There is a great potential in the segment of local content, especially in towns which do not have their own local daily newspapers
•Localization is a good means for stabilization of sold circulation figures and for maintaining the position of the market leader in the HRK 7,00 segment
•There is a huge growth potential in the Advertising sector
•Many towns of Central Croatia do not have their own local newspaper.
3. AUDIENCE
local community, family, influential members of community
4. CUSTOMER
Intention is to attract new customer segment and retain existing |