Baltics meet Barca in media marriage

Posted by Julian Evans on June 7, 2006 at 2:31 PM

Priit Hobemägi, Editor-in-Chief of Eesti Päevaleth in Estonia, told the 13th annual World Editors Forum in Moscow how his paper had been revolutionized, thanks to the help of the Cases i Asociats design team based in distant Barcelona.

Hobemagi says: "Our biggest competitor moved from another city into the Tallinn market, so we suddenly had to face much stronger competition. We decided to compete by differentiating ourselves."

The paper sought the help of Cases i Associats, a design team in Barcelona. "It obviously faced challenges, working with a company thousands of miles away. But we managed to do it thanks to the internet."

The two companies came up with a bold new design. Francisco Amaral, director of Cases i Associats, says: "We used alot of warm colours, gave the paper a lively look." Hobemagi adds: "You could say it's a Latin-style."

The re-design has paid off. It took just six months, and revenues have since doubled. The paper has also won six internaitonal design awards and two newspaper awards in Estonia. 'We're different from every other paper in the country", says Hobemagi proudly.

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