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Panpa Bulletin : March 2006
March 2006 PaNPa bUlletiN | 31 StrateGIeS for YounG reaDerS 13 FORgET ABOuT ‘DIRTY DESIgN’ You are not working for a generation of crazy people. Psychedelically full color pages? No way! Red-Eye or Red Streak in chicago are not the models. The new eP3, of el País in Spain is a better formula: modern, energetic, clean and easy to read. Pastel colors are in. Basic colors are out. white space is Ok. Pictures are not big or small, but good or bad. If in doubt, increase the type size of your copy text. 14 BETTER PRINTINg You are dealing with a generation that reads a lot of glossy magazines, values the ‘feeling’ factor, and has been raised with high quality designed text-books. They expect full colour but, more important, good printing reproduction. 15 STORYTELLINg Once again, its worth paying attention to the Harry Potter phenomena: “after spending the last 26 hours reading this book (minus a few hours for a nap and some quick food!) i’ve fnally fnished the latest 600-page installment of the fabulous harry Potter series. and after three years of anxious anticipation i am glad to say that it was 26 hours well worth it! J.k. rowling has weaved a magnifcently tangled web in her magically wonderful wizard world that will both delight, distress and in the end hearten readers of all ages. extremely well-written with a vocabulary and storyline devoid of the naively stereotypical trappings that are often found in fairy tales where the good guys never die and the bad guys always do, rowling has not only masterfully aged Potter and his crew but has taken her audience along with her. therefore, i say: Well, done J.k.! keep the Potter rowling!” Sara Ledbetter, 18 16 SHOw THE READER (EVERY DAY) Many newspapers look old because pictures of young people are not there. Is this the best way to attract them? Roger Black, a designer from New York (uSA) recently said to INNOVATION: “Just pick up today’s paper. the front page is dominated by a big photo of a dead Saudi king, who had been out of action for a number of years. the kids, even arab kids, who knew who he was, are neither surprised or affected by his death. in the women’s magazine business, there is a saying, ‘Show the woman.’ that is, show the reader. Page through any big metro daily and look for pictures of people under 25. Maybe you’ll fnd them in entertainment, or on a kids’ ghetto page. but just as small-town newspapers used to try to get something in the paper about everyone in town at least once a year, every newspaper must include content that is interesting, challenging, amusing or useful to young people every day.” 17 INFOgRAPHIcS - SHOw DON’T TELL Their school text-books are full of infographics. They understand this new language. They love to ‘read graphics’. ‘Only write what you can not explain with a graphic’ was an old say at time magazine. Smart infographics are full of meaning. Buy every year the world Malofej Infographics Awards books and you will have the best inspirational guides for your newsroom. get them at www.snd.org. 18 SHORT BuT MEANINgFuL Daniel Robinson, a professor at the university of west Ontario, canada writes: “i don’t think having shorter stories is going to get younger people reading papers more. i think you have to basically frame the news in new ways, or cover the kind of news that really matter to young people.” 19 NEw QuIck-READ FORMATS ARE A MuST Young adults are struggling to buy their frst house. You can bore them about the next ‘real estate bubble’ or do what this small local newspaper in San Luis Obispo, california (uSA) did to explain, in a very creative way, the basics of the problem. This is an example of what INNOVATION calls the new generation of Quick-Read Formats, a powerful mix of graphics, ideas, data, design and words. If your newsroom is able to plan and execute pages like this one, your future looks bright. 20 cOMPAcT Marta Botero, director of INNOVATION, believes that the format revolution is a must. “broadsheet or tabloid,” she says, “play the compact card. Newspapers are too big with too much content that’s irrelevant. be selective. filter, flter, flter. the new generations are quick and direct. they hate fat papers, and you can be a fat newspaper being a broadsheet like the Miami herald or being a tabloid like Newsday. a good example of this new compact approach is the Week, a british magazine that offers ‘all you need to know about everything that matters’, in just 48 pages.” 21 PERuSE ESPN MAgAZINE eSPn magazine has an average reader age of 30, while at Sports Illustrated the comparable fgure is 38. get both magazines, compare and in a few minutes you will know why that is. 22 SMART NEwSPAPERS Don’t play the ‘dumbed-down news’ strategy. The world is more complex than ever and new generations need your help with smart newspapers. Richard karpel, head of the Association of Alternative Newsweeklies, which represents 123 weekly newspapers —many of them free— such as New York’s Village Voice and washington, D.c.’s City Paper says: “At a time when 70 percent of the public thinks Saddam Hussein was behind 9/11, the last thing we need is dumber newspapers.”