Introducing MetroBiz2go

You probably noticed the promotional ads in the paper or messages on our Facebook page about our new electronic newsletter, MetroBiz2go. In case you missed it, here's the news.

MetroBiz2go, a weekly e-mail newsletter, launched in mid-August. The e-newsletter is like a younger sister to our popular and long-standing Metro Business print section, which is published each Monday.

Some information in the free newsletter is similar to what you'll find in our Metro Business section, but with a different emphasis that appeals to younger readers. Other features in the newsletter are written or created just for the newsletter.

Our research has found that about 18 percent of people in our market are younger, professional adults who want to choose where, when, and how they get their news and information. Those in this under-40 group say they prefer to go online, instead of to newspapers or television, to get the information they need and want.

So, we developed MetroBiz2go, which provides a targeted summary of the print version's full business news report. The newsletter is one of the many ways we're working to give people news and information when and how they want it. It also gives us a chance to reach out to a new audience and introduce them to the newspaper as a trusted news source.

Each Monday, the newsletter includes a profile of an area business owner or top executive, plus news of a young professional who has recently started a job, been promoted, or received an honor. Also included is a Biz Buzz item of particular interest to this group of readers and an interactive poll about a fun or hot topic.

Another unique feature is the weekly video profile of an under-40 professional who has an interesting job, hobby, or volunteer activity.

The Business News team worked closely with a group called HYPE (Helping Young Professionals Engage). HYPE, a program of the Greater Richmond Chamber, aims to attract, develop, and retain young professionals who will shape our community's future. The group knows a lot about the under-40 crowd, and that's why we continue to work with them to get the word out about the newsletter.

HYPE also is playing a key role in helping us understand what content appeals to this demographic group, and in identifying some of the young professionals we feature in video profiles.

Corey Humphrey, HYPE program manager, embraces the collaboration.

"We've really enjoyed and benefited from the partnership so far," he said. "The RT-D is proactively targeting the under-40 crowd, and profiling some of the top rising talent in the community is a great way to engage younger readers. It is mutually beneficial."

While MetroBiz2go was developed with young professionals in mind, it also appeals to anyone who wants to get business news and information while they're on the go.

Sundra Hominik is a senior editor. Contact her at (804) 649-6765 or .