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WAN-IFRA XMA Cross Media Awards 2011 |
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Company: AS Eesti Ajalehed (AS Estonian Newspapers) |
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Project name: Ekspress Pro |
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General information about the publication |
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Eesti Ekspress is a weekly newspaper founded in 1989. Eesti Ekspress was the first politically independent newspaper established at the end of the Soviet regime and it seized liberal trends. During 20 years, Eesti Ekspress became the synonym for investigative journalism in Estonia. It has published a very large number of investigative stories on corruption, fraud, social neglect and shocking crime. At the same time, Eesti Ekspress is a landmark in culture journalism with its cultural supplement Areen.
Eesti Ekspress has been an innovator in the print media and is now continuing its leadership role in the digital media with iPad app. |
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Entry description |
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The name "Ekspress Pro" is derived from the name of the newspaper - Eesti Ekspress - but it is a step forward. Hence the name Ekspress Pro. |
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The basic idea of your application project |
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Ekspress Pro combines all the content from the printed edition, but supplements it with rich multimedia and interactive elements. Ekspress Pro aims to turn the weekly paper reading into an experience that involves more than printed words and images. Multimedia and user interaction with the publication is not a goal by itself – the purpose of this is to enhance the journalistic method of reporting from the world. An articel about a rally driver wouldn't deliver the same idea without actually showing the video of his racecar dashing through the narrow roads and playing the engine roaring sounds.
The audience segment of Ekspress Pro iPad publication is not limited by interests, level of income or technical competency. In a quite revolutionary step, the iPad app content is from May 2011 also mirrored in the web (http://www.ekspresspro.ee), accessible through a regular computer web browser, which eliminates the technical barrier of owning an iPad tablet.
The covered topics range from local and international politics and economy to culture and human interest. Ideally, Ekspress would like to turn all of its print edition readers into digital audience and bring new young Estonians, who have lost interest in printed media, to digital newspaper. |
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Used media channels |
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iPad application |
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The implementation |
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Ekspress Pro is live since November 2010. Editor-in-chief Priit Hõbemägi has lead a personal hands-on approach to Ekspress Pro. The app development and weekly design and editing is done by a dedicated e-media department. Ekspress Pro is now considered as a separate publication in the newsroom, not a digital copy of the printed paper. Thanks to this, e-media department is deeply involved in the daily work routine and all the reporters and co-authors help to produce exclusive content to Ekspress Pro. Ekspress Pro is almost 100% consistent in iPad and its web presence (http://www.ekspresspro.ee). |
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Image(s) |
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Links |
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http://www.ekspresspro.ee
http://itunes.apple.com/us/app/eesti-ekspress-pro/ ...
(please download the app and issuses which give a ...
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Results of the application implementation |
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Ekspress Pro is the first of its kind in Estonia and in Baltics, which has resulted in a huge public interest. The number of Ekspress Pro app downloads (i.e the number of people who have seen Ekspress Pro) is near 75% of the estimated number of iPad owners in Estonia. Ekspress Pro has also been the top grossing app in Apple iTunes Estonian subsection. The feedback from the readers has been positive and admiring. More importantly, the feedback from in house and other journalists has been appreciative in an educational sense, i.e. Ekspress Pro has demonstrated how journalistic skills are goingh through change with regard to managing multimedia content. |
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