Case Study

Clave – great product is no more

DOMINICAN REPUBLIC – The weekly newspaper Clave and its Website clavedigital.com are no longer published since August 2010.
Although official data isn’t available, the most credible versions center around reports of financial distress of the group Dominican Mediateam, headed by Abraham Hazoury, the same which owns the vast tourism complex Cap Cana (east).
However another report affirms that the executives attribute the decision to political pressures by Police chief Rafael Guzmán, whose latest setbacks have been reported by Clave news articles, which question his integrity in that post.
Clave first appeared on the Web on March 17, 2004, as an initiative of the prestigious journalist Fausto Rosario, its current Editor in Chief.

History:
In 2005, the Dominican press was living one of the worst moments in its history. Newspaper credibility was at an all-time low.
The leading press at the time, Listin Diario and Diario Libre, were bound hand and foot. As the proprietors were undergoing legal proceedings, they had become tools for their defence and the information guns were pointed only to fire at those newspapers or judicial investigations that were a threat to the owners.
At that critical point, Dominican Republic citizens had no reference and were demanding reliable publications. Thus the birth of Clave Digital: A small group of journalists, led by the reporter Fausto Rosario, came together on the Internet with little more than vocation and conviction.
Conscious that there was a great deal at stake, they took it on as a true mission – to do the kind of newspaper journalism others wanted to, but couldn’t due to fear or ulterior motives. And without a second thought they decided to debut online.
In less than a year, it became the most credible newspaper in the country. Clave Digital became an essential read to find out what was going on.
In the meantime, Abraham Hazoury and his business group, the driving force behind, were convinced that the country was falling into moral deterioration and offered a unique opportunity for Clave Digital to come in to the printed press market and rapidly become a reference, even a leader.
The young, compact team of reporters become one of the most talented in the country and the envy of other newspapers. For more than six months training conferences took place and Clave Digital was no longer for making a point; it was a real and effective tool, allowing its presence to be felt on the market.
Clave was born. The printed product was a free weekley magazine, between 56 to 64 pages, full color, tabloid.
The title was circulating 61,000 copies every Thursday to the most affluent areas of Santo Domingo and the main cities in the Dominican Republic.
It was not run of the mill distribution, like that found in big cities with public transportation, but a home delivered, door to door distribution, inside a plastic bag, similar to that of any subscription magazine.

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About Zoran Opalic

Professional in design and publishing industry. Conceptualize and orchestrate designs and redesigns that effectively reinforce and build brand images. Proven ability to drive record-high campaign in increasing publication sales and execute successful product launches...

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