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Diário do Pará creates career guide to attract young readers, advertisers

04 July 2013 · By Daniella Barion

“Professions Guide” offers detailed information about more than 200 possible careers, bringing in an additional 25% in advertiser/sponsorship revenue in its third year.

Every year, thousands of young people find themselves surrounded by doubts about what might be called the greatest challenge of their lives — career choice.

This decision becomes even more complex when combined with factors such as family pressure, choice of courses, and lack of information, among others. 

With a commitment to offer a broad and powerful guidance to youth, parents, and educators, Diário do Pará gathered journalists and experts in educational training to form its “Professions Guide,” the best and most comprehensive guidance on careers ever done.

Five supplements offered a detailed vision about the characteristics of more than 200 occupations available for study in the universities of the State of Pará, Brazil.

The document presented data such as costs of courses, labour market trends for each occupation, average values of remuneration, testimonials from professionals, and other relevant information. The last supplement had a ranking of universities with the description of all courses offered, contact channels, and dates of admission tests.

Throughout the project, chats discussion were promoted in Diário do Pará’s Web site, where psychologists, educators, and professionals answered questions and offered a decisive support to students in their definition of career choice. 

The communication campaign, which was quite humorous, made use of jargon and popular sayings that are part of Brazilian culture to enhance the understanding of the effects that the series could offer immediately in the lives of students.

The Diário do Pará’s “Professions Guide” is a huge success. In its third edition, the edition of the newspaper once again sold out in the days of the insert of the supplement.

In addition, all sponsorship opportunities and ads were sold to sponsors, bringing in additional of 25% in revenue compared to the previous year. Pages and extra spaces had to be added, since the project has sparked the interest of a large group of advertisers that traditionally do not advertise in the newspaper medium.

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The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

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Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


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