
First: Winnipeg Free Press:EXPLANATION OF IDEA
Basically, we wanted to write something in serial form that our readers would want to read every day, to boost circulation. We were looking for a story that would grip the largest number of readers. It had to be local, it had to have a mass appeal, and it had to be a bit of a mystery, to keep people hooked. When we learned about a local academic’s bizarre research into the occult past of our province’s greatest landmark, the legislature and its Golden Boy, we knew we had the story we were looking for.
IMPLEMENTATION OF IDEA
We put feature writer Carolin Vesely and veteran editor and author Buzz Currie on the story, and worked on the story and its presentation for four months, along with a crew of photographers. We decided to use a tongue-in-cheek homage to The Da Vinci Code, and the first chapter was written Dan Brown-style. We kicked it off on a Saturday, our biggest newspaper, and ended it on a Saturday two weeks later. We launched with a radio and TV advertising campaign, and tied it in with an online contest with daily clues in-paper.
RESULTS
The Hermetic Code was a huge success. "Where can I get this book?"" calls began flooding in by the third day. Bookstores across the province were also calling, saying they were fielding calls for "the book" in-store. By mid-series, we had decided to publish The Hermetic Code in hard cover. Online, the website contest garnered an unprecedented 16,000 hits (regular contests might get 1,000). Many of our subscribers called or wrote to say it was the best thing we’d had in the paper in years.
The Hermetic Code book has been published is currently on the Manitoba Best Seller list and close to becoming a Canadian Best Seller.
Photo from left: Buzz Currie, co-author, Frank Albo, researcher, Carolin Vesely, co-author and Gordon Preece, art director.
Second: Calgary Herald"Our Future" The Herald created a beautiful six-part magazine series on Alberta's future. Paper formed terms, worked on project over six-month period, final magazine turned over to students for art and essay competition. Results: Circulation increase of 13.15%, $240,000 in new revenue, and new readers reached.
Third: Vancouver Province: A fictional mystery serial that ran for 12 weeks. A noted mystery writer wrote the first (and last chapters) and readers were invited to produce chapters 2-11. Remarkable reader reaction as more than 1,300 submissions were received. The Province published the best of the readers' works in a booklet.
Honourable Mention: The Winnipeg Free Press"Front Page Revolution". The newspaper removed stories from front page, went with a visual menu, designed with website use in mind. Numerous stories are promoted on front page, heavy use of photos, flexible layout design, paper changed inside, driven by front-page design. Results: Readers positive, many prefer to get overview before opening paper, single copy sales have risen by 8%.
Labels: CNA