Results matching “younger readers”

Free newspaper thelondonpaper, owned by News International, announces plans to pull out of the National Readership Survey (NRS). However, until a new chief executive is assigned, the decision will not be finalized.

Following on from yesterday's article about newspaper integration and aggregation, the Editors Weblog continues its interview with Ian Fernandes, head of the Digital Division at Nation Media Group (NMG). Today, we look at its new social media platform, mobile classifieds and cross-promotion.

Social media and the Daily Nation - Who wants to be famous?

The NMG has been looking at how to get their readers more involved with the company's activities. Fernandes says, "We are taking a lot of knowledge from what we see happening abroad and from being in the entertainment industry with radio and television. From this, we are noticing that the younger generation are spending more time on Facebook or MySpace than watching television. So we are starting our own social website which will be launched before the end of the year." The name of the site has been under wraps, but Fernandes exclusively revealed to the Editors Weblog that it will be called Zuqka, and the style of the site will be a mixture of Facebook and citizen journalism.

NMG receive pictures, video clips, and songs from readers, listeners and viewers from across its various platforms and it is unable to use it all as there is only so much content they can carry. Users of this new site will be able to share this content with other subscribers and who will then be able to vote on how good or bad it is. The best of this content will be used on NMG's mainstream media platforms. Fernandes says, "We are killing two birds with one stone. Firstly, we are using content that we couldn't use before and, secondly, we are giving people the chance to be famous. A lot of Kenyans want to be famous but there is no chance to be. For example, you can send in a song and if the site users vote for it and it gets in the Top Ten of songs on the site, it will then be played on NMG's Easy FM radio station. In the same way, the top ten blogs on the site will be put in the Saturday newspaper. Whatever topics are being discussed on the blogs and pictures being sent in and so forth, will be shown on a TV magazine programme."

NMG are also going to introduce a platform called Events whereby you can see what is happening in terms of concerts and so forth in Kenya. Through this portal your network of friends on the site can see what you are attending and you can send details of the, for example, concert, to your circle of friends and invite them to come along.

NMG are in the final stages of putting the site together, with the design template scheduled to be completed by the end of this month. Once Broadband is introduced to Kenya (scheduled for next year, please see yesterday's article) sites such as this will have a real opportunity to take off. Fernandes reports, "We want to inform people that there is a lot more you can do with the Internet."  The site is set to be launched at the end of November, and a newspaper pullout also will be unveiled at the same time under the same Zuqka brand name. This pullout will be driven by content from the site.

Fernandes say, "We are at an advantage in terms of tapping into social media as we have all the other platforms within the NMG to drive it. Just telling a user that they can send a video or audio and share it with their friends is not good enough. With the NMG site, the user could get in the newspaper or on TV, this will be the selling factor."

Fernandes goes on to say, "Media has changed. The editor used to select what we saw and so forth whereas today it is the subscriber who chooses. By allowing subscribers to contribute to your product you can also test to see what is the big story... Getting your readership involved by sending in content to you is so important."

Mobile news ahead of online site

With Internet connectivity being so slow, mobile usage in Kenya is significantly higher than internet usae, with four out of every five Kenyans having a mobile phone. To explot this usage, the Daily Nation website also has a Wapsite, providing readers with a mobile web version of the newspaper. Customers who are looking for Daily Nation content on their phone are directed to the Mobile version of the news site.

The Daily Nation mobile site sends breaking news alerts, sports alerts, religious phrases, and horoscopes to subscribers. Furthermore, in the coming months, NMG is looking to introduce video news alerts for mobile phones via MMS or video content.

Classifieds through mobile

The company is also looking at the classified platform whereby if, for example, you are looking for a red BMW and you are willing to pay 200,000 shillings you will be able to punch the details into your phone and this data then links to the newspaper classified database. The relevant seller details will then be sent to your mobile phone. Once again, the slow Internet connection has resulted in the online classified section being underused, this should change next year. Fernandes predicts that once broadband hits Kenya, "we will see an explosion in Internet usage and we want to be ready for that."

Who wants to be a millionaire?

A key target of the newly established digital division is the monetisation of the various platforms within NMG, it seeks to pursue this by linking its platforms and cross promoting. Fernandes told the Weblog that every Tuesday on NTV (NMG's TV channel) there is a quiz show and viewers send in their answers by SMS, the winner is the person who sends in the most correct answers fastest. The winner of the show wins 1,000 shillings. This show is being cross-promoted across all of NMG's brands and has proved a hit with Kenyans. Fernandes explains the popularity of the show, "Kenya is probably one of the few countries where the "Who wants to be a millionaire" format did not work, not because people did not find the show interesting but because they were too shy to go on TV and look stupid if they did not know the answer. With this format Kenyans can play along from the comfort of their own home and no one knows if you get an answer right or wrong or what you look like."

Secret of NMG's success

Looking at all the various changes and innovations that the NMG has introduced, and is looking to introduce, it is clearly at the cutting edge of innovation within the newspaper and media industry. The cross-promotion across its platforms and the integration of not just the newsrooms but also the content is particularly notable. The Zuqka site looks set to be a success and the vision behind it is exciting, it should generate a real buzz in Kenya and around the NMG brand. Furthermore, it will also attract the key youth readership and create loyalty. Fernandes says, "Our philosophy is that the world is changing and we need to give our customers what they want when they want it and in the way they want it." This seems to be why NMG is so successful, the company knows and understands its readers, and anticipates what they want before they even want it

See also:

Kenyan Media Part 1: Is newsroom integration possible for media conglomerates

Columnist Steve Outing reports that in order to save print newspapers, "publishers must improve them with the older print loyalists in mind."  

With publications shutting down print services from a seven day-a-week schedule to weekly, cutting staff, or slimming their number of pages, the crisis for print news could be solved not by redesign but by quality improvement, Outing says, and leveraging digital offerings in print editions.

While newspapers have been fighting off declining circulation and an aging readership, social networking sites are thriving. De Telegraaf, a leading Dutch broadsheet, has tapped into this popular medium by teaming up with popular Dutch social networking site, Hyves, for the Euro 2008 football tournament and the Olympics. In so doing, Telegraaf.nl gained access to Hyves 7 million users.

The Editors Weblog spoke to Telegraaf.nl's Publisher, Lara Ankersmit, to find out how the project came about, the impact it had on its newsroom, and the benefits of working with social media.

"Brainstorm"

When Telegraaf.nl first met with Hyves back in September 2007, it was simply to have "a conversation and a brainstorm." This initial conversation led to the two companies building a partnership that would not only drive traffic to the newspapers' web edition and enable Hyves to increase its product offering to its users, but also revolutionise and redefine the relationship between newspapers and social networking sites. This partnership has now become something of a blueprint within the industry for other newspapers looking to tap into the success of this new media platform.

"We don't care where people read our news; as long as they do read it."

Explaining the thinking behind the partnership, Ankersmit says, "We don't care where people read our news; as long as they do read it." Telegraaf has come to terms with the changes the internet has brought to the newspaper industry and adapted its product offering and thinking accordingly. Furthermore, the Telegraaf is putting its product on different platforms independent of news aggregators, and is thereby controlling how its brand is presented.

Specialised Content

To launch this innovative scheme, the two companies needed a suitably big story; therefore, the launching pad for Telegraaf's content on the Hyves site was the Euro 2008 football tournament and the Olympic games in Beijing. Telegraaf's content for Hyves was not lifted directly from its web edition: the news provider moved out of its "comfort zone" and changed its tone and content appropriately for the medium.

Telegraaf.nl and Hyves worked together to produce a fantasy football game, which was hosted on the Hyves platform. This fantasy football game proved to be a great success, achieving almost 170,000 participants. The rules are the same as other fantasy football competitions, with users selecting teams and predicting which country would win the tournament. Furthermore, Telegraaf provided editorial pieces to build on the playing experience. While playing the game, Hyves users could also choose friends from their social network to play with; the end result of this being that almost 45% of the players joined the game because of a recommendation from a friend on the social network site.

After the success of the Euro 2008 competition, the teams at Teegraaf and Hyves are working together again on a game for this year's football season (till May 2009). At going to press, the game has almost 32,000 participants.

The game comes with all kinds of statistics, eg, a player can see how good/bad they perform compared to the Hyves community, other women, other participants who are of a certain star sign, who live in the same city, and so forth. Teegraaf have not yet used this data for online content as the season has just begun. However, during Euro 2008 Telegraaf used such data for stories in the newspaper and the website.

For the Olympics, the newspaper provided tailored coverage of the games in Beijing, with the Telegraaf's sports desk working on the coverage. The blogs produced for Hyves in Beijing were also published on the newspaper's web site.

Just as content for the web edition is different from the print edition, content for the social network platform also differs from the news website. As Hyves is a more informal website than a straight web edition of a newspaper, the Telegraaf needed to provide the site with something a little different. For example, in the print edition Telegraaf will feature one photo within a story, on the web version it will have five photos, but for Hyves Telegraaf it will feature twenty photos. The style of photos will also be different from Telegraaf.nl, so there will be more behind the scenes shots or photos of the journalist travelling to, for example, the Olympic Games.

The newspaper also customised its blogs for Hyves, requesting that Telegraaf journalists at the Olympic games provide blogs from a more personal perspective.

Adapt the newsroom - stay flexible

This coverage from Telegraaf.nl did increase the workload (for example, increased blog content) for the newsroom, but Ankersmit reports that the staffers were enthusiastic about the Hyves project. Ankersmit also told the Weblog that the newspaper hired two journalism students who focused on uploading pictures and monitoring the Hyves site.
The sales and marketing team and project managers were also working in the background to ensure a buzz around the new product.

Payoff

The benefits of this relationship to the two media companies are clear: Telegraaf is able to tap into Hyves 7 million users and open up its content to a younger audience who may not have considered reading the newspaper previously and Hyves is provided with high quality content from one of the Netherlands' most respected newspapers. During the project, almost 20% of the incoming traffic to Telesport.nl (the sports pages of Telegraaf.nl) came through the Hyves site. Before the project, the traffic coming via the Hyves site was negligible.

This partnership also helped the Telegraaf re-brand itself and present itself as a modern news organisation. The newspaper had a rather "old fashioned" image before the project, but this initiative made people look at Telegraaf in a new light. The games on the Hyves site also got people talking about the site on the internet and the project became a topic of conversation around water-coolers in offices.

Despite these changes at the Telegraaf, Ankersmit says that "news is still our core product," it is simply changing the way that it connects with its audience. Anksersmit told the Editors Weblog that it is important that news organisations "extend their brand" and its relationship with Hyves got people used to reading Telegraaf news on different platforms.

The future

Building on the success of its partnership with Hyves, the newspaper site is currently moving ahead with plans for its Mobile smart phone coverage. Ankersmit reports that while smart phone content was previously just read by business users, the introduction of a flat-rate fee from mobile companies has opened up the platform to a wider audience. Telegraaf has also noted that readers are using the site in a different way, they now read content in a similar fashion to that on the website. Ankersmit expects Mobile to be increasingly popular in the years ahead as it becomes increasingly commercial, and when it does, the Telegraaf will once again be ready to break new ground.

The World Association of Newspapers presented its annual World Young Reader
Newspaper of the Year award Thursday (16 October) to the Polish daily Gazeta
Wyborcza for its successful initiatives to attract younger readers in a
country where half the population in under 35.

The newspaper, which received the award at the WAN Readership Conference in
Amsterdam, also won Jury Commendations for two projects: a tie-in for young
readers with the Euro 2008 football matches, and for a campaign that helped
readers protest against Chinese policies in Tibet.

"This is a total 'youth think' newspaper. They do everything right for young
people," said Aralynn McMane, Director of Young Reader Programmes at WAN, in
presenting the award.

A recent survey in South Africa found that the young readers are contributing significantly to the growth of print media.

According to SARF CEO, Dr Paul Haupt the youth are "techno-savvy and so will readily turn to the Net or cellphones to get the information they need, but they enjoy reading print for the same reason older generations do."

The survey shows an increase in readership from 58.2% to 62.6% of the 16-24 age group.  According the survey, both newspapers and magazine sectors have seen an increase in readership.  

Younger generations have also contributed to the growth of new media and Internet consumption.

Sources: Africa Bizcommunity

For the past two years French free-daily, Ouest-France has been able to attract young readers and maintain high readership. 

According to Herve Barbot, Marketing Research & Development Manager at Ouest-France, "Many young people don't have newspapers at home, so they cannot read them even if they want. That's why we deliver our newspaper for free to schools and universities." 

According to Lionel Barber, editor of the Financial Times, there is a shift in the balance-of-power of journalism; the power is shifting in favor of new media. Barber believes the "mainstream press lost touch with its audience at the very moment when technology, via the Internet, was dramatically lowering the barriers to entry."

According to Barber, "the imperial status of the mainstream media - the television networks, big metropolitan dailies and lofty commentators - has been shaken.  The lay-offs of hundreds of US newspaper journalists this summer are a symptom of a wider malaise."

He continued, "we are witnessing a shift in the balance of power towards new media, with wholesale repercussions for the practice of journalism."

Ukrainian free evening daily, Vecherkom has been gaining momentum since its launch two years ago by Ukrainian publishing company Segodnya.  

The paper was launched with a targeted audience in mind - young readers who want faster news consumption.  The paper is less focused on politics and has fewer pages than other free dailies. Vecherkom also focuses on design, color and elasticity of layout for the advertisers.

Publisher Lee Enterprises reports that papers such as the St. Louis Post-Dispatch and other smaller titles across the US have grown in popularity in print and online amongst adults and younger audiences.

A study by Wilkerson & Associates shows that print papers are read by 65% of adults, compared to 61% last year. Print and online, when linked up, reach 71% in 2008, as opposed to 66% last year. The age group 18-29 shows more interest in print publications, with an increase from 48% to 55% year-on-year.

"Because of cross-promotion, users of our online sites have become more inclined to pick up a printed newspaper, where we provide greater context and perspective, as well as portability," said Suzanna Frank, Lee Enterprises vice president.

Frank mentioned that even though paid circulation may be dropping in the US, it only gauges the number of copies sold and not the number of readers that access each copy.
 
Source: Reuters

After its parent company Trinity Mirror opted for centalized production and a reduction in editorial staff, the Birmingham Post announces that it will re-launch itself as a Monday to Friday tabloid this autumn, putting more emphasis on business coverage as well as having a mobile site.

"Moving to a new format gives us the opportunity for the print version of the Post to follow the website in attracting a new generation of younger - but no less serious - business readers," said Mark Reeves, the Post's editor.

The latest ABC figures (July 2, 2007 to December 30, 2007) show that the paper has a circulation of 12,997 from Monday to Friday, out of which 3,841 copies are given away. The Saturday edition, which will no longer be published after the re-launch, sold 10,329 copies, 2,289 of which were given away.

Source: Press Gazette, ABC.org

Indiatimes.com has undergone a makeover after undertaking market research. The newspaper website will now prioritise entertainment content to appeal to its younger readers.

In an interview with afaqs!, Mohit Hira, director, Indiatimes.com, said, "From our own research and the traffic details on our site, we figured out that users look more for entertainment and leisure oriented content. So, we decided to bring more features-based content upfront. Indiatimes.com is targeted at young users and they look out for social networking, videos and community oriented features."

The news section, which was at the top of the page previously, is now located below a features-based section called Showcase, which is now at the top of the page.

The site has started aggregating video content from the video- sharing site, YouTube.com and news and entertainment videos sourced from Times Now and Zoom TV, respectively. Previously, the video section displayed news content.

Indiatimes.com, a portal owned by Times Internet has integrated its other sites with Indiatimes.com. Social networking site iTimes.com, automobile portal Zigwheels.com and the website for Virgin Radio have also been integrated with the portal. The level of integration for iTimes.com and Virgin Radio is limited as users are only directed to the home pages of iTimes.com and Virginradio.co.uk.

After revamping Indiatimes.com, Times Internet is getting ready to launch more websites. Hira says, "We have plans to launch a Gujarati website for the Gujarati edition of The Economic Times. We will also launch one or two Internet portals in a couple of months."