Recently by Ann Edliden

At the Young Reader Round Table sessions of The World Newspaper Congress, 2008, Roxana Morducchowiza, Director of Media & Education of the Argentina Education Ministry, tells of a project called "TV in the family".

In collaboration with the publisher Clarin, a leaflet with advice to parents was published in the newspaper's sunday edition. It concerns the relationship between children and television and is based upon 18 questions that most parents ask, starting with: "What do I do if..."
* the content on TV is too violent
* the children want a TV in their own room
...and other crucial questions.

The leaflet contains answers and suggestions on how to talk about these things with children. It came for free with the Clarin Sunday edition (the largest edition, to reach the most readers). Ads were showed in television 14 days in advance and thereafter every day in the wait for the hand-out.

"The publishing of the hand out had some interesting effects", says Morducchowiza.  "Radio journalists read the questions and asked for the parent's own opinions. Parents could also use Clarins internet forum and interact with each other."

One year later "TV in the family 2", a second edition of the leaflet, emerged. Two weeks from today a new hand out "Internet in the family" will be part of the Clarin Sunday edition.

"As internet use is another concern and main issue for parents today," says Morducchowiza, "it will treat issues such as protection and security, how to avoid risky sites, pornography etc."
 
Roxana Morducchowiza also showed two commercials made to promote the use of the "TV in the family"-hand-out.

At the World Newspaper Congress 2008 Round table sessions, Svetlana Khoroshev of Russia, tells of how Delovoy Peterburg, a business newspaper, built a loyal young reader's fanbase with the help of a new section of the newspaper directed especially towards young readers. The section, NEXT, is based upon social networks and large parts of reader generated content to appeal to young readers.

On the web NEXT is working together with a large blogging site, a russian version of MySpace and other web based services, such as video interviews with "our heroes" as Svetlana Khorosheva calls them.

According to a national survey, 30 % of the young russian population of today are thinking about starting their own business in the future. To share their thoughts and ideas the Peterburg business newspaper developed NEXT, which is now in the top 3 most read sections of the Devoloy Peterburg.

For promoting the section Svetlana Khorosheva says the newspaper made use of the word-to-mouth technique in the blogosphere. Web advertisments and real live business meetings with young entrepeneurs were important parts in getting the name NEXT known among the young readers in St. Petersburg. Also, Devoloy Peterburg worked in collaboraion with Gaudeamus, a free sheet for students. Attached to the news sheet was a free version of NEXT.

"Young readers feel that they can influence and participate in the content of the newspaper. We've become aware of the young reader's opinions and often find they have som very interesting business ideas", says Svetlana Khorosheva.