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Name of project: Paralympic Post
Special category 2010: Enduring Excellence
Sponsoring newspaper: Verlag Der Tagesspiegel GmbH
Address of newspaper: Der Tagesspiegel, Askanischer Platz 3, 10963 Berlin, Germany
Name and contact details of project director: Thomas Wurster,Managing Editor, [email protected], +49 30 29021 14011
Circulation and frequency of newspaper: 138.500 copies daily
Project description: The newspaper “Paralympic Post” reports about the Paralympic Games and is created by secondary school students from Germany and the host country of the Paralympics.
Target group: 16 years and older
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Paralympic Post
Description of the project
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Paralympic Post
Description of the project
Key facts • Paralympic Post is a newspaper created by secondary school students reporting
on the Paralympic Games which appears only during the Games
• Published frequently at Paralympics since Athens 2004:
Paralympic Post Athens 2004 Paralympic Post Torino 2006 Paralympic Post Beijing 2008 Paralympic Post Vancouver 2010 Scheduled: Paralympic Post London 2012
• Secondary school students from Europe and the host country participate
• Students receive Paralympic Games press accreditations
• Students write articles on Paralympics and sports for people with a disability
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Paralympic Post
Description of the project
Key facts
• Diversity of languages within the newspaper,representing the nationalities of the participating students: Athens 2004: German Torino 2006: English French German Italian Beijing 2008: English French German Chinese Italian Spanish Vancouver 2010: English French German Scheduled: London 2012: English French German and further languages t.b.d.
• Professional supervision by the publishing house Der Tagesspiegel GmbH, Berlin
• Distribution of the newspaper at the host city and in Germany
• Distribution of the newspaper at international and national organisations
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Paralympic Post
Description of the project
Key facts – goals
• Attract talented young writers
• Connect with the young readership
• Promote Paralympic Sport and positioning the paper as Paralympic media expert
• Show social commitment of the paper for both: Youth and Paralympics
• Raise public awareness for the Paralympics
• Raise awareness of youth for the performances of Paralympian athletes
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Paralympic Post
Description of the project
Key facts – measuring the success
• Qualitative market research
Telephone survey of readership to find out about theacceptance of the concept and the editorial content of the Paralympic Post
• Mailing of newspaper including a personal letter to opinion leaders
• Interviewing with key politicians in the Paralympic Post
• Press clippings
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Paralympic Post
Description of the project
Key facts – readership and audience
• Type of readership: Subscribers and readers of the papers:
Der Tagesspiegel Die Zeit Handelsblatt Users of the website www.tagesspiegel.de/paralympics Visitors of the Paralympics Opinion leaders
• Size of readership: app. 4 million
• Age range of newspaper readership Der Tagesspiegel Die Zeit Handelsblatt:25% between 16 – 25 years old target readership
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Paralympic Post
Description of the projectProgress of project Athens 2004 – Vancouver 2010
• 2004 – initiation of project: Students of German school of Athens create four editions of the newspaper Displayed at the German club and distributed to members of German Parliament Print run: 10,000 papers
• 2006 – focus on Europe: Students from the European School Altierro Spinelli Torino participate Articles appear in four different languages Distributed in Torino and to members of European and German Parliament Editors receive the European Language Label 2006 by the EU-Commission Print run: 15,000 papers
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Paralympic Post
Description of the project
Progress of project Athens 2004 – Vancouver 2010
• 2008 – a Chinese-European paper: Secondary school students from Berlin and Beijing participate Articles in five different languages including Chinese Print run: 48,000 papers Paralympics Special with students’ contributions is inserted to
Der Tagesspiegel and Die Zeit, print run app. 820,000
• 2010 – 1.8 Million print run: German students are selected through a national writing competition
promoted in medias belonging to the publishing group Dieter von Holtzbrinck Paralympic Post is inserted twice to three major German papers:
Der Tagesspiegel Die Zeit Handelsblatt
1.8 Million print run with app. 4 Million readers
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Paralympic Post
Description of the project – progress of projectScheduled Paralympic Post London 2012 Sommer Paralympics London 2012 - prospected print run 3.2 Million
•Two inserts to German newspapers
• Inserted to papers belonging to publishing houses
Dieter von Holtzbrinck Medien GmbH
Stefan von Holtzbrinck Medien GmbH
• Participating newspapers: Der Tagesspiegel
Die Zeit
Handelsblatt
Lausitzer Rundschau
Main Post
Saarbrücker Zeitung
Südkurier
Trierischer Volksfreund
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Paralympic Post
Description of the project
Highlights of project Athens 2004 – Vancouver 2010
• 2004 German Federal President Horst Köhler visits the editorial room in Athens
• 2006 Pope Benedict XVI writes a greeting word for the Paralympic Post
• 2008 Paralympic Post is the first Western newspaper published in China
• 2010 Articles of students are quoted in major German papers
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Paralympic Post
Description of the project – progress of project
Athens 2004
Summer Paralympics Athens 2004 – print run 10,000 papers
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Paralympic Post
Description of the project – progress of project
Torino 2006
Winter Paralympics Torino 2006 – print run 15,000 papers
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Paralympic Post
Description of the project – progress of projectBeijing 2008
Summer Paralympics Beijing 2008 – print run 48,000 papers Paralympics Special insert print run 820,000 papers
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Paralympic Post
Description of the project – progress of projectVancouver 2010 Winter Paralympics Vancouver 2010 - 1.8 Million print run
2 inserts to German newspapers
• Der Tagesspiegel
• Die Zeit
• Handelsblatt
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Paralympic Post
Description of the project - print and onlineVancouver 2010
German Chancellor Dr. Angela
Merkel gives an interview to the
students –
four German papers quote from it
The student editors keep an online dairy at:
http://www.tagesspiegel.de/sport/paralympics/tagebuch/
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Paralympic Post
Financing & Partners
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Paralympic Post
Financing & Partners – since the first edition
• Initiation of project: In Athens 2004 the public relations agency panta rhei GmbH (former Rugo Kommunikation) organised the German Paralympic Club at the German School of Athens. To involve the schools’ students in the Paralympics, they came up with the idea to create a “Student’s Paralympic Newspaper”: the Paralympic Post.
The agency approached Der Tagesspiegel for editorial support
The Deutsche Gesetzliche Unfallversicherung (DGUV)/German Social Accident Insurance offered financial support
• Partners since Athens 2004: Der Tagesspiegel editorial supervision and media partner DGUV financial support panta rhei organisation prior and during the project
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Paralympic Post
Financing & Partners – profil of partners
• Der Tagesspiegel The major newspaper in Berlin with a germanwide edition Broades newspaper coverage on Paralympic Sports in Germany
• DGUV Legally binding accident insurance in Germany Legally connected to the promotion of rehabilitation and prevention sports
• panta rhei GmbH (former Rugo Kommunikation)
Managed the pr-acivities for the German Paralympic Committee
Has gathered 15 years of Paralympic Sports expertise
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Paralympic Post
Financing & Partners – split-up of costs
• Der Tagesspiegel: finances 25% of costs
• DGUV: finances 65% of costs
• Advertisement in the Paralympic Post: finances 10% of costs
The project is financed to 100% by the partners and ad sales
there is no cost for the target audience or participating students involved
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Paralympic Post
Marketing
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Paralympic Post
Marketing – national campaign
• Start of project’s marketing campaign in September 2009
• 20.09. – 31.10.2009 national writing competition
To identify talented student editors
Ad campaign promoted in medias belonging to the publishing group Dieter von Holtzbrinck Medien GmbH and further publishing houses:
Der Tagesspiegel Die Zeit Handelsblatt DER SPIEGEL WirtschaftswochePotsdamer Neueste Nachrichten Zitty TIP 030
Ad campaign reached 10 Million readers
25% of readers are 16-25 years old
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Paralympic Post
Marketing – national ad campaign samples
Die Zeit
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Der Tagesspiegel
The advertisement
Paralympic Post
Marketing – media promotion
• 04. December 2009 - announcing the team Press conference in Vancouver introducing Vancouver student editors Press releases in Germany and Canada to announce student editor team
• 26. January 2010 - promoting the project at press workshops Presenting the project to accredited journalists at a workshop by Deutscher
Olympischer Sportbund (DOSB) and German Paralympic Committee
• February to March 2010 - work-in-progress-reports to media Frequent press releases about students and their activities Frequent reports in Der Tagesspiegel about the project
• 09. March to 22. March - publishing four editions of Paralympic Post Press releases on special articles or interviews, e.g. with German President
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Paralympic Post
Evaluation & Results
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Paralympic Post
Evaluation & Results – measuring the success
Evaluation – market research• Qualitative market research during appearance of Paralympic Post March 2010
Telephone survey/interview of readership Find out about acceptance of concept and editorial content of the paper
Results 82% noticed the insert Paralympic Post
40% read the Paralympic Post
93% liked the idea of secondary school student being editors
98% liked the international concept of the Paralympic Post
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Paralympic Post
Evaluation & Results – measuring the success
Evaluation – addressing opinion leaders
• Mailing of Paralympic Post including a personal letter to opinion leaders
• Interviewing with key politicians in the Paralympic Post
Results
• Positive personal feedback by letter, email and telephone
• Allowing to quote them in a documentation about the project
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Paralympic Post
Evaluation & Results – measuring the success
Evaluation – press clippings
• Tracking reports on TV, Radio, newspaper and online in Germany & Canada
Results• TV-stations reported on the project:
ARD/ZDFRTL/n-tv (Bertelsmann Group)
• Radio stations reported on the project: Bayrischer RundfunkMDR Jump Rundfunk Berlin-Brandenburg Radio
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Paralympic Post
Evaluation & Results – measuring the successResults
• Newspapers reporting on the project: Süddeutsche Zeitung Neue Osnabrücker ZeitungMittelbayrische ZeitungMemminger Zeitung Allgäuer Zeitung Augsburger Allgemeine Zeitung Donau Zeitung Aachener Zeitung Frankfurter Rundschau Frankfurter Neue PresseMagdeburger Volksstimme Trierischer Volksfreund and further small local papers near student’s hometowns
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Paralympic Post
Evaluation & Results – measuring the successResults
• Online reports on the project: olympia.ard.de Deutscher Olympischer Sportbund Gießener Anzeiger Merkur online Sport1.de Südkurier Volksstimme Angela Merkel Bundeskanzlerin.de CDU Deutschland Regierung online Berliner Sport Bund Kobinet Süddeutsche AZ-Online Oberpfälzer Wochenzeitung
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Paralympic Post
Evaluation & Results – measuring the success
Overall results of evaluation:
Improvement of image Der Tagesspiegel at:
Target audience young journalists
Target group young readers
Opinion leaders
Other media throughout Germany
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Paralympic Post
Spreading the idea in Europe
How to implement in your country
• Major or attractive sport event to gain attention of young readers/writers
• Ensure press accreditation for student editors for the event
• Selection of editors through national/regional writing competition
• Partner with National Sports Committee and their partners
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Paralympic Post
Contact
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Thomas WursterManaging EditorDer TagesspiegelAskansicher Platz 310963 BerlinPhone: +49 (0) 30 29021 14011Email: [email protected]
Gregor DoepkeDirector of Corporate Communications – Chief Press OfficerDeutsche Gesetzliche Unfallversicherung / German Social Accident InsuranceMittelstraße 5110117 BerlinPhone: +49 (0) 30 288763760E-Mail: [email protected]
Karin PreugschatEditor-in-Chief Paralympic Postc/o panta rhei GmbHAm Hof 2853113 BonnPhone: +49 (0)228-909089-15Email: [email protected]
