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Panpa Bulletin : March 2006
34 | PaNPa bUlletiN March 2006 coNteNt StrateGIeS for YounG reaDerS 23 LEARN FROM PEOPLE MAgAZINE Remember its original formula: ‘extraordinary stories of ordinary people.’ Richard Stolley, the founding managing editor of People magazine, always remembers that “People is the most fnancially successful magazine in the history of magazine publishing. but mere money aside, People has had an enormous impact on contemporary journalism. it is generally credited with introducing ‘personality journalism’ and making the balanced scrutiny of the private character and behavior of public fgures a legitimate part of modern journalism.” People has today a very successful teens edition and its readership is younger than many magazines. 24 PAY ATTENTION TO NEw FREE PAPERS Because many of your future readers have started there, and they are very comfortable with the basics of the formula: very local, news you can use, short stories, full color, small format, available everywhere and free. The new generation of quality popular free papers is an important departure from the original Metro model of ‘cut and paste’. The new models are Qué and 20 Minutos in Spain, a country where today free papers distribute almost three million copies on any weekday, almost the amount of what paid- paper sell on the same day. Anecdotally, ride the metro in Madrid or the London underground any morning and you will fnd that one out of every three readers of free dailies is below the age of 25. 25 ScIENcE AND TEcHNOLOgY ARE HOT TOPIcS The conventional wisdom is that young people will frst read sport and comics. wrong, they love science and technology issues. Abe Rosenthal, former editor of the new York times, used to defend the creation of such a section and he was rebuffed with the argument it did not attract enough advertising. His response was: perhaps it doesn’t bring more ads but it will bring lots of new and young readers. Pay attention to science magazines, like Science et Vie or Ça M’interese in France, and Muy Interesante or Quo in Spain. See eureka in Ireland. 26 APPROAcH SOFT NEwS AS HARD NEwS Do journalism, full stop. celebrities, gossip and people sections are fne if they are smart and provocative. Learn from flaSh! the new Sunday supplement of ekstra Bladet in Denmark. 27 OPERATE AS AN ‘INFORMATION ENgINE’ If young readers are multimedia consumers, your company and your paper should operate the same way. Brand extension across your different media platforms is a must. If young readers are consuming news throughout the day via different media, you should be part of their news consumption cycle – whether it be on-paper, on-line, on-air, and on their cellular telephones. Do what RBS does in Brazil with Patrola, canwest with Dose or El País with eP3. This new generation is the most multi-media in history. They love multi-tasking. Your print product is a mono-media and this new audience is multi-media. Brand extension is a must. go multi-media in marketing, advertising, events and promotions. Play Bac is testing an internet daily news service for kids. 28 INTEgRATE YOuR OFF AND ONLINE NEwSROOMS Do what the new York times is, fnally, going to do. why? Because you can’t afford to have separate newsrooms anymore. The silos-system doesn’t work! More than that: INNOVATION predicts than in a very near future, many top editors of print newspapers will come from online newsrooms. The online journalists are younger and their integration with the old gang will energise and rejuvenate the paper. 29 PRIcE Alex Storozynski, former editorial writer at New York’s Daily news, and editor of a.m. new York is wrong when he says: “the future is that people are not going to pay for newspapers anymore.” This is a new generation that will not pay for anything in print if they can get the same free. In other words, you will be able to get money from them only if they perceive your newspaper as an ‘added value’ product. 30 HELLO OPINION PAgES! ARE YOu THERE? If the median age of your newsroom is in their 40s, your editorial writers might be in their 50s if not in the 60s. with these old chaps in charge your interaction with the young crowd is not going to be easy. give them space! colleen Pohlig writes in the nieman reports: “the Seattle times has NeXt, a fresh new opinion page written by and for young readers every Sunday in the Seattle times op-ed page. on the NeXt Web site, readers fnd an expanded –and interactive- version of what appears in the newspaper.” Now the bad news: early this year next was the victim of budget cuts!