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DIGITAL MARKETING NEWS: Orange business hits the web with Real Times

Orange has unveiled a digital version of its publication, Real Times, in a move to ‘nourish existing business relationships’ with its 20,000 strong C-level subscription base.

The telecommunications firm will be marketing the new format with a soft-launch over the next few months before a planned increase in publicity after the first wave of feedback in September.

Semaphore marketing agency is handling the promotions campaign and will be showcasing the new online version at the Orange Live event in London at the end of the month. The launch will also be publicised with various PR campaigns and a series of adverts on the Orange website.

Orange Business Services introduced Real Times in 2004 and have confirmed that a printed version will remain in circulation.

The decision was taken to make a web-based version of the publication when surveys from existing readers revealed there was an increasing demand for one. “We identified the reader base of the magazine as a group who spend a lot of time on the move,” says account director at Semaphore, James Knight. “Coupled with the rise in mobile technology, this seemed like an obvious step.”

Semaphore also cited the global nature of the Real Times readership as a further contributing factor to the switch, which will also see the telecommunications company seek to raise its profile on social media networks by hosting links to Twitter and LinkedIn.

“Orange has decided keep the launch relatively low-profile as it has a specialised client-base which it is looking to expand with care,” says Knight.


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