Power of Print Conference: the importance of newspapers knowing their audiences

Posted by Helena Deards on May 28, 2009 at 2:58 PM

One of the most striking themes to come from the second day of the Power of Print Conference was the importance of newspapers knowing their audience. South Africa's Daily Sun, for example, grew rapidly to become the country's largest newspaper off the back of in depth market research.

Fergus Sampson, of the Daily Sun's owner Media 24 described how they discovered an audience of working class young black citizens who had come of age at the time of freedom, but who didn't have a newspaper, and set out fill the gap. "It does not try to be all things to all people. It does not include anything that wouldn't interest its people. The formula is dictated by the market and the needs of the market," said Sampson.

The Gulf News, based in the United Arab Emirates prints in a region which allows no free political discourse - a real problem for a newspaper. Francis Matthew, editor at large for the publication, described how the news overcame the issue by focussing on subjects of specific interest to its audience such as environment and education. "We have earned our readers' trust by covering topics vital to the interests and daily concerns," he says.

Described as "once the mouthpiece of Stalin, and later perceived as a Kremlin propaganda machine," the Moscow News is being turned into a lively, provocative and independent newspaper. Focussing on issues such as gay rights (long taboo in Russia) interviews with controversial and fringe figures, culture, nightlife and sex, editor in chief Tim Wall explained that the subjects are getting the paper talked about, and reaching a very different Russian audience.

Despite the unusual political situations that these three publications are, or have been, based in, the message is clear, universal and astonishingly simple: newspapers that know their audience attract more readers. For newspapers currently trying to attract a younger generation of readers to ensure their future popularity, it is undoubtedly an important lesson.

Source: World Association of Newspapers