Göteborg Young Reader Roundtable: "We must go to them"

The number of young readers was decreasing at the Swedish newspaper Göteborgs Posten, they had to do something. Anders Goliger and Cecilia Lönnehed tell us about their solutions at The young readers roundtable, the 14 World editor Forum.

Göteborgs Posten, GP, reaches two of three people in Gothenburg but young people are choosing other media. Internet is the number one media choice.
    "We are under pressure and we must go to them and be part of the media that they are already consuming," says Anders Goliger.

GP has three sections for youths: Draken, Grafitti and Attityd, the young reporters that work at the different sections has brought new perspectives to GP. One step to reach the young readers was to ask the young reporters how they wanted their section to look and then redesign Grafitti. The next step to reach young readers was to by the clubcommunity Djungeltrumman. GP also headhunted five young persons to update a daily blog.

Since then GP has reached its goal with 10 000 visitors per week at Grafitti and 60% of the visitor at Djungeltrumman are 18-25 years old.
    "To reach the young readers traditional strategies need to be combined with new ideas," says Anders Goliger.