Horizon magazine

Striking the perfect balance thanks to content marketing.

Cutting-edge flexible electronics on foil.

Thecontext

When the Research and Innovation department of the European Commission decided to trade in its monthly printed scientific magazine for a modern online magazine, ICF Mostra analysed all the elements and invented a brand-new source of high-quality and accessible content. From a launch in 2013 with a few hundred weekly readers to more than 18,000 weekly readers and counting today, Horizon magazine is a perfect example of what can be achieved by taking a more journalistic approach to external communication. Editorial creativity strikes the perfect balance between expert topics and institutional messages, while responsive web design allows readers to access and interact with the material anywhere, anytime.

When the Research and Innovation department of the European Commission decided to trade in its monthly printed scientific magazine for a modern online magazine, ICF Mostra analysed all the elements and invented a brand-new source of high-quality and accessible content. From a launch in 2013 with a few hundred weekly readers to more than 18,000 weekly readers and counting today, Horizon magazine is a perfect example of what can be achieved by taking a more journalistic approach to external communication. Editorial creativity strikes the perfect balance between expert topics and institutional messages, while responsive web design allows readers to access and interact with the material anywhere, anytime.

Laptop displaying the Horizon webpage.
The ECCERobot designed in Divonne-les-Bains, France, is based on the human anatomy.

Thechallenge

The Directorate-General for Research and Innovation aimed to expand its readership to include non-experts interested in science. Key information had to be communicated, including what research and development the EU supports, which EU-funded projects are making an impact in science and innovation, and how EU research and innovation adds value to our everyday lives. At the same time, we knew the right mix of articles of interest to a policy-focused audience and those that appeal more to the general public was needed to attract and retain readers.

The Directorate-General for Research and Innovation aimed to expand its readership to include non-experts interested in science. Key information had to be communicated, including what research and development the EU supports, which EU-funded projects are making an impact in science and innovation, and how EU research and innovation adds value to our everyday lives. At the same time, we knew the right mix of articles of interest to a policy-focused audience and those that appeal more to the general public was needed to attract and retain readers.

The VLT observatory includes four giant 8.2-metre Unit Telescopes and four smaller 1.8-metre Auxiliary Telescopes.
A map identifying tin and bronze deposits across Europe.

Ourapproach

We set up a newsroom that publishes articles on ground-breaking, EU-funded research four times a week. Expert topics are treated in a clear, understandable way to capture the interest of specialists and be a ‘go-to’ source of newsworthy material for mainstream media, all the while appealing to the general reader.

We also developed a user-friendly website to showcase the diverse subject matter and package content in various formats: articles, infographics, interview podcasts, videos, image galleries, etc.

To top it off, we constantly identify potential partners and pitch our content to them – this enables us to grow our network. We use several tools and engagement methods to disseminate Horizon magazine’s content – from weekly newsletters to dedicated social media pages – and have initiated partnerships with leading science publications such as The Naked Scientists and RoboHub.

We set up a newsroom that publishes articles on ground-breaking, EU-funded research four times a week. Expert topics are treated in a clear, understandable way to capture the interest of specialists and be a ‘go-to’ source of newsworthy material for mainstream media, all the while appealing to the general reader.

We also developed a user-friendly website to showcase the diverse subject matter and package content in various formats: articles, infographics, interview podcasts, videos, image galleries, etc.

To top it off, we constantly identify potential partners and pitch our content to them – this enables us to grow our network. We use several tools and engagement methods to disseminate Horizon magazine’s content – from weekly newsletters to dedicated social media pages – and have initiated partnerships with leading science publications such as The Naked Scientists and RoboHub.

A diagram of the human body explaining how emotions change our body language.

Theresults

Well it’s not rocket science, Horizon magazine is one of the leading publications from the EU institutions. We have an extensive network of journalists and our science articles are gaining more readers on a weekly basis. Horizon magazine was even shortlisted for the European Excellence Awards. Our Brussels newsroom runs like a well-oiled machine, and we’re proud of the results so far!

 

All images © — 2013 - 2017 — European Union. All rights reserved.

Well it’s not rocket science, Horizon magazine is one of the leading publications from the EU institutions. We have an extensive network of journalists and our science articles are gaining more readers on a weekly basis. Horizon magazine was even shortlisted for the European Excellence Awards. Our Brussels newsroom runs like a well-oiled machine, and we’re proud of the results so far!

 

All images © — 2013 - 2017 — European Union. All rights reserved.

The Polarstern boat crosses ice and water in the Central Arctic Ocean.