How to Reach Younger Readers

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Copenhagen Crash – may 2008 The Netherlands HowHow toto reachreach youngeryounger readersreaders HowHow toto reachreach youngeryounger readersreaders …… withwith thethe samesame contentcontent Another way to … 1. … handle news stories 2. … present articles 3. … deal with the ‘unavoidable topics’ 4. … select subjects 5. … approach your readers « one » another way to handle news stories « two » another way to present articles « three » another way to deal with the ‘unavoidable topics’ « four » another way to select subjects « five » another way to approach your readers Circulation required results 2006 45,000 2007 65,000 (break even) 2008 80,000 (profitable) 2005/Q4 2007/Q4 + / - De Telegraaf 673,620 637,241 - 36,379 5.4% de Volkskrant * 275,360 238,212 - 37,148 13.5% NRC Handelsblad * 235,350 209,475 - 25,875 11.0% Trouw * 98,458 94,309 - 4,149 4.2% nrc.next * 68,961 * = PCM Circulation 2007/Q4 DeSp!ts Telegraaf (June 1999) 637,241451,723 deMetro Volkskrant * (June 1999) 238,212538,633 NRCnrc.next Handelsblad * (March * 2006) 209,47590,493 TrouwDe Pers * (January 2007) 491,24894,309 nrc.nextDAG * * (May 2007) 400,60468,961 * = PCM Organization 180 fte NRC Handelsblad 24 fte’s for nrc.next Organization 180 fte 204 fte NRC Handelsblad NRC Handelsblad nrc.next 24 fte’s for nrc.next » 8 at central desk (4 came from NRC/H) » 5 for lay-out » other fte’s are placed at different NRC/H desks • THINK! • What is the story? • What do you want to tell? • Look at your page! Do you get it? » how is the headline? » how is the photo caption? » is everything clear for the reader? » ENTRY POINTS … and don’t forget! • Don’t be cynical or negative • Be optimistic and positive • Try to put this good feeling, this positive energy, into your paper ““IfIf youyou ’’rere makingmaking aa newspapernewspaper forfor everybodyeverybody ,, youyou ’’rere actuallyactually makingmaking aa newspapernewspaper forfor nobody.nobody. TodayToday ,, newsnews isis everywhereeverywhere andand forfor freefree .. YouYou dondon ’’tt distinguishdistinguish yourselfyourself withwith onlyonly news.news. ”” Hans Nijenhuis editor-in-chief nrc.next questions from the audience? • why is nrc.next a ‘paid for’-paper and not a free paper? • what about the advertisements in nrc.next?.

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Worldwide Readership Research Symposium 2007 Session 2 Paper 9 FREE NEWSPAPER READERSHIP Piet Bakker, Amsterdam School of Communications Research, University of Amsterdam Abstract Twelve years after the introduction of the first free commuter newspaper in Sweden, circulation of free newspapers has risen to 40 million daily copies. Readership of free newspapers is more complex and in many cases harder to pin down. In general it is different from readership of paid newspapers. The first difference concerns the demographics of the readers: free papers target the affluent 18 to 34 group and in many cases try to achieve that by choosing particular ways of distribution, and also by concentrating on specific content. Age, indeed seems to be significantly lower in most cases although the average readers does not seem to be particularly wealthy. The second distinct feature is the amount of unique readers of free newspaper. Results on the few available cases indicate that around half of the readers only read papers although also lower levels have been reported. The third issue concerns readers per copy. The traditional free commuter daily can reach to a rather high number of readers per copy; but with many markets reaching free newspaper saturation this number seems to be dropping, whereas free door-to-door distributed free papers and afternoon papers have a lower readership per copy. In this paper we will present information on these three issues from a dozen markets, using audited readership data. Free Newspaper Readership The World Association of Newspapers (2007) reported on the year 2006 that daily circulation of newspapers increased with 4.61 percent (25 million copies) compared to 2005.
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