


	WAN-IFRA XMA Cross Media Awards 2011





	Company: South China Morning Post Publishers Ltd
	Project name: South China Morning Post iPad Edition





	General information about the publication

	The South China Morning Post is Hong Kong’s premier English language newspaper and has the city’s most affluent and influential readership. First published in 1903, the newspaper has developed an enviable reputation for authoritative, influential and independent reporting on Hong Kong, China and the rest of Asia. Its online platform, scmp.com, reaches a global audience of China watchers with daily breaking news. Striving to maintain the highest standards among the world’s quality newspapers, the South China Morning Post receives constant international recognition. It received 60 awards in 2010 for excellence in editorial, marketing and technical capability. Most recently, the South China Morning Post and Sunday Morning Post won seven prizes and five honourable mentions in this year's Society of Publishers in Asia Editorial Awards.

	Entry description

	South China Morning Post iPad Edition

	The basic idea of your application project

	The South China Morning Post iPad edition provides daily top stories from the China, Asia, World, Business, City, Sport and Opinion sections of the newspaper, interactive features such as Crossword and Sudoku, as well as periodical magazines and supplements. The application is an important member of the overall SCMP product offering that aims to satisfy the increasingly diversified reading needs of our global readers. Existing local readers of the SCMP, which consists of a highly mobile population, will find the iPad edition a convenient and enjoyable companion to the printed version as they spend more time on their digital devices while they are on the road locally or abroad. For overseas markets, the iPad edition opens up a new content distribution channel and brings about opportunities to expand our readership beyond that of scmp.com. As part of our retention and acquisition strategy for our target readership, it is our aim to make the SCMP iPad edition a complementary product rather than a substitute of the newspaper. When designing the application we have especially introduced interactive and engaging elements covering content, special features and basic functionality to provide readers with a richer user experience that is specifically and exclusively available on the iPad, aiming to not only retain, but increase their usage and time spent with the SCMP. After the initial launch of the app in July 2010, we have delved deeply into our users’ reading behaviour, preferences and feedback and inspired by these, a brand new edition was developed and introduced in May 2011. With designs by Mario García – also known as the father of modern newspaper design - the current SCMP iPad edition is visually driven, easy to navigate and offers exceptional usability that delights our digitally-minded readers.

	Used media channels


	Newspaper		Supplement/Magazine

	Mobile Services		Online

The implementation

The application first launched on July 23, 2010 and a new and improved edition was implemented on May 16, 2011. Created by the Digital Business Development department of the South China Morning Post, the application primarily consists of news content that is consistent with other SCMP media channels but specifically designed for consumption on the iPad. The concept is to retain consistency in the news content across all channels and at the same time have it customized and optimized for each platform in terms of design, format of delivery, functionality and reader experience.

Image(s)

scmp_logo.jpg (44 KB)

scmp_ipad.jpg (488 KB)

scmp_business.PDF (297 KB)

scmp_ipad_livesite.jpg (292 KB)

scmp_frontpage.PDF (607 KB)

scmp_scmp.com.jpg (1133 KB)

scmp_mag.PDF (363 KB)

scmp_mag_inside.PDF (106 KB)

Links

http://www.scmp.com
http://itunes.apple.com/hk/app/south-china-morning ...

Results of the application implementation

- Number of app downloads increased by 229% month-on-month after the launch of the new SCMP iPad edition in May 2011
- Compared to the initial launch of the app in July 2010, the number of issues downloaded increased by 184% after the implementation of the new edition in May 2011
- The iPad edition successfully expanded global readership of the SCMP with 37% of app downloads from outside the local market, complementing the printed version which has approximately 6-7% overseas circulation