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Panpa Bulletin : March 2006
60 | PaNPa bUlletiN March 2006 43 be PerSoNal Lisa Scheid, editor of Voices: “Let teens write about their epiphanies and problems from their point of view. Encourage teens to be refective on their lives. They can do this and it is empowering for them to seek solutions from experts, including other teens.” 44 What aboUt ProMotioNS for yoUNg readerS? Promotions are booming! Newspapers give away for free or at big discounted prices, novels, travel guides, cDs, DVDs, videos, posters, samples of consumer products… but what about promotions for young readers? go to Perú (ojo) or to guatemala (nuestro Diario) and see what a new generation of quality popular newspapers are discovering all the time: you add any product related to education and your sales go wild: from basic encyclopedias to computer guides. In Italy, a large Biblioteca dei ragazzi has been a great success: 50 weeks, a book every seven days for only $6 uSD. Il Corriere della Sera has sold thousands of reprints of ‘Topolino - a well known children’s character’. la repubblica has done the same with comics for two years. the Daily Mail in London sold the 16 volumes of the Illustrated Family Encyclopedia from the British publisher Dorling kindersley, a magnifcent editorial product that appeals also to young audiences. 45 What aboUt advertiSiNg? Let’s not forget that if you change the content of your newspaper, the ads can’t stay the same. Advertisers complain all the time about the lack of fexibility of newspapers. You can stop them if they want to put ad banners in your editorials or insert commercial messages inside news pictures, but beyond that there is a lot of room to be more open to their requests. A good example of this controversial ad placement is the recent $90 million “M” campaign to introduce in 13 countries at the same time the new logo of wolff Olins for Movistar. At the same time you can tell creative people that sometimes their print ads are less clever and attractive than the radio or television ads. You as editors and they as advertisers can do a better job to fnd new advertising formulas that work for younger readers. A new generation of consumer is looking at your ads. Be more creative and learn from what advertisers are doing on the web. American youth spend $149 billion a year, 15 percent of that being spent online. The young also infuence a whopping 80 percent of what their parents buy – another big reason to attract and captivate young readers. 46 iN SchoolS bUt alSo iN UNiverSitieS Some skeptical editors believe that the battle to get teen readers is a lost battle. Newspapers, they say, will never appeal to this unique audience. Perhaps they are right, but if they don’t start to read newspapers at this age, how are they going to read them when they are university students. Many newspapers run programs for secondary and high schools students, but not so many do the same with the 18 to 23 campus age group. In the uSA this segment has been targeted with a very succesful program, the college Readership Program that puts newspapers in the dorms of many universities (www.naa.org/ r2/collegereadership). The results are very impressive. 47 StUdy the rodale PreSS MagaZiNeS Some of the magazines of Rodale Press are good examples for any newspaper trying to reach young adults. The formula works specially well with Men’s health, Best life or runner’s World: First class design, excellent graphics, well researched stories, good writing, compelling headlines, many side boxes with useful tips, great service- journalism. You can fnd international editions in more than 30 countries. From Australia to France, and from germany to South Africa. To know more about this company go to: www.rodale.com 48 taSk-forceS There is no other issue more important to the future of this industry than how to attract this new generation of readers. ‘Ad- hoc’ committees must be established in each paper to face this challenge. Professor John Hartman told INNOVATION that “newspapers products and web sites must fnd ways to be part of the young-adultculture. Every newspaper should have a high level advising committee consisting of young-adult employees and young adults considered attractive to advertisers.” 49 take riSkS Mario Andretti, the great race car driver, used to say that “if your car doesn’t make noise, it’s because your are not going fast enough.” 50 be PoSitive gavin k. O’Reilly, President of world Association of Newspapers, says: “As a publisher and as president of WAN, I wish to stress again my belief we need to think and talk ambitiously and positively about whatwedoandhowwedoit,and to promote with conviction the great inherent attitudes of our medium. This is absolutely key to ensure our success.” *This extract was produced for WAN by the INNOVATION International Media Consulting Group, Gianluca Bovoli, Juan Antonio Gienr, Juan Senor editors. The report in full contains many more case studies. StrateGIeS for YounG reaDerS