A great periodical in digital edition
Founded in 2000 and considered the biggest Brazilian literary journals, with a total circulation of 13 thousand copies per issue, the Literary Journal Rascunho started its digital publication in 2011, making its full content available online.
As a solution for this project, IMAM developed a new website that made possible the integration between traditional content and visualization, editing and online mediation tools. More than just a technological upgrade, the creation of Rascunho’s website was a translation of the publication’s editorial attributes – fresh, independent and implacable – to a new audience.
WHO
Rascunho Journal is one of the few literature specialized publications with expression and range in Brazil. It publishes monthly original essays, reviews, interviews, illustrations and editorial market news. Among its permanent columnists are well-known authors as well as new Brazilian literary talents. One of the newspaper’s main characteristic is its editorial autonomy that earned it fame for its “deadly criticism”, which besides the careful editing, stands as the reason for its success.
CHALLENGE
The Rascunho Journal’s digital version ordered to IMAM agency was supposed to modernize its reading interface with more tools and provide integration with other web resources, reinforcing the commitment to quality, but never losing its independent style, the greatest attribute of the publication.
SOLUTION
The solution implemented by IMAM enabled a complete electronic edition for Rascunho’s audience and agility to its editors.
Through a publisher program developed using free software, the long texts of Rascunho acquired new visualization and interaction tools without losing its editorial highlights, such as author’s summaries, book extracts, editorial details and related contents. Besides that the agency created a priority system to allow Rascunho’s editors the possibility of setting the hierarchy of the website’s highlights. Another functionality of the digital version is the dynamic content access measurement tool, which lists the most popular news of the website. Monthly updates are directly made by the journal’s editors.
A series of three ads were published in the newspaper’s physical copy between May and June of 2011 to promote the release of the new website. The inspiration to create the ads was the purest essence of the publication: freshness, independency and implacability. In order to celebrate the literary style, the ads were created only through all-types.
As a result, the digital version of the traditional publication pleased not only subscribers but also a whole new audience: younger, connected and avid for high quality content.
