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Donıt Abandon Young Readers: WAN
Do young people read newspapers? The conventional wisdom says no, but the
reality is different; there are plenty of newspapers that successfully
attract the young, and theyıll be sharing their strategies at the 8th World
Young Reader Conference & Expo, to be held in Prague, Czech Republic, from
27 to 30 September next.
The conference will present cost-effective and revenue-producing strategies
for connecting with the young on multiple platforms. The biennial event
attracts publishers, chief editors, marketing and newspapers in education
managers and other newspaper executives for workshops, conference sessions,
social events and networking opportunities.
³Newspapers have to work harder to attract young people, but not because
they offer anything less than they ever did, but because we are competing
with far more than ever before not only other news platforms but social
networks, video streams and even game platforms,² said Aralynn McMane,
Director of WAN Young Reader Programmes. ³The conference revolves around
incorporating new developments into the traditional approaches for
attracting young people to news.²
The conference is organised by the World Association of Newspapers and
supported by Norske Skog, the Norway-based global paper producer, and the
Czech Publishers Association.
The topics to be discussed include:
- How social networks and online activity are translating into newspaper
loyalty among the young.
- How newspapers are monetizing young reader content and approaches,
including the use of free content provided for this purposed by WAN.
- The benefits of adopting a "Total Youth Think" approach to staffing,
content, platforms and attitude in a way that appeals to the young -- and
those who advertise to them -- but that does not alienate older readers.
- The new audiences that newspapers in education programmes are creating
among important new young adult target groups, including parents and young
professionals. And the very newest ways to approach all newspapers in
education efforts.
- Great ideas from the 2009 World Young Reader Prize winners, who were
honoured for devising the best projects and activities in the past 24
months to develop young readership. "Young reader" refers to those under age
25.
- How newspapers can exploit the latest technologies to interact with, and
deliver information, to young people.
Newspapers also have the chance to win a free registration to the conference
and a 1000 Euro prize in each of the six categories in this year's World
Young Reader Prize competition. Entries are due on 15 June in the WAN
secretariat. Details are at http://www.wan-press.org/worldyoungreaderprize.
The Paris-based WAN, the global organisation for the newspaper industry,
defends and promotes press freedom and the professional and business
interests of newspapers world-wide. Representing 18,000 newspapers, its
membership includes 77 national newspaper associations, newspaper companies
and individual newspaper executives in 122 countries, 12 news agencies and
11 regional and world-wide press groups.
Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy
St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49
48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr
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