The biggest challenge was to attract a group of well-educated potential news consumers as soon as possible, without driving away traditional readers. A new newspaper was the only solution to avoid that risk. Last spring, after much research and testing of prototypes, NRC Next was launched, as a new morning newspaper; a creative daily newsmagazine, which assumes that readers have already picked up the routine news from other channels. Little space was reserved for what, where and when, but more attention for how and why. Strong visual elements are used to draw attention to the central themes background, analysis and opinion.

NRC Next is produced in the same newsroom as NRC Handelsblad. Many newspapers are facing job cuts, but in this special case NRC Handelsblad was allowed by publisher PCM to engage an additional 27 young people. Creativity was the most important criteria for selection.

NRC Next is a “lite” version, with 60 percent of its content from its dignified evening sister, but differs with other compact models like Die Welt Kompakt in Germany, the already cancelled Espresso (De Standaard, Belgium) and the London’s Standard Lite. What makes the difference? The success is above all based on the non-conventional editorial approach.

The newspaper demonstrates each day the positive result of powerful and open-minded visual thinking. The result: a part of the “next generation” wants to pay for it – instead of reading the free tabloids Spits and Metro.

NRC Next is not only single-copy-based (€ 1) as often is the case with many other paid-for new launches. Home delivery is preferred by many of the new readers. Subscribers have some choices. They can get NRC Next home delivered during the week. Or for an additional payment on the weekend the impressive Saturday broadsheet of NRC Handelsblad is included.

Digital services are part of the concept (www.nrc.nl/next ). People can order their subscription by SMS and can send in news items and comments. When they want to know more about some subjects in the printed newspaper, they just have to send in via SMS a special code, to get all the links and digital material delivered to their own special homepage.
And the responsible editor uses a weblog to discuss complaints of readers and to explain his choices and decisions.

Despite the plans of two Dutch competitors to begin home delivery of free papers, NRC Handelsblat’s motto for its morning tabloid, “What’s Next?” has shaken up the Dutch newspaper market. Their secret weapon: just to be the characteristic of a smart lifestyle. Reading a paid-for newspaper is becoming cool.

Jan Prins, former World Editors Forum Board member

Source: NRC Next 

PS: Hans Nijenhuis, the editor in charge of NRC Next, will be presenting the newspaper and its strategy at the World Editor & Marketeer Conference, to be held in Madrid, Spain, on 23-24 November 2006. Full details of the event can be found at http://www.wan-press.org/madrid2006