WAN-IFRA XMA Cross Media Awards 2011
General information about the publication
Expresso is the leading Portuguese weekly newspaper with a market share of 75%.
Our readers have essentially among 25 and 54 years old, belong to the ABC1 classes, have a high level of education and live in urban areas. Typically the Expresso readers have a strong connection with new technologies, communication and Internet.
Expresso is a free app with in app purchasable editions.
The basic idea of your application project
Our app was created to provide our audience a new extended multimedia experience of our newspaper. We want to be pioneers in new platforms. With this strategy we want to satisfy the needs of our current readers that are early adaptors of new technologies, we want to capture new readers that don´t read newspapers but like to consume information in mobile devices and we want to achieve potential readers that live abroad or are traveling.
Used media channels
Web-TV / Video
We launch our first app edition on the 26th February 2011.
The departments that are the drivers of the projet are the New Platforms Department and the Software Factory Department.
We developed an automation project that transforms automatically the contents of the newspaper in app contents and after that we only need to proceed with a graphical work and to add multimedia contents.
Results of the application implementation
Our app actually already represents 3% of the newspaper circulation. Since we launched our app we have more 70% of digital subscriptions.
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