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Yomiuri Chukosei Shimbun 1 YOMIURI CHUKOSEI SHIMBUN Name: Yomiuri Chukosei Shimbun Category: World Young Reader News Publisher of the Year, BRAND, EDITORIAL, NEWS IN EDUCATION Sponsored by: The Yomiuri Shimbun Address: 1-7-1 Otemachi, Chiyoda-ku, Tokyo, Japan 100-8055 Project Director: Toshikazu Yamaguchi, [email protected], President, The Yomiuri Shimbun, +81-3-3216-8661 Entry by: Mariko Horikawa, [email protected], Deputy Editor Emeritus, Database Department, Digital Media Bureau, +81-3-3216-8513 The Yomiuri Shimbun is a daily newspaper with a circulation of 9,412,743. The Yomiuri Chukosei Shimbun is a weekly newspaper designed to attract junior and senior high school students (ages 13-18), as well as their parents and teachers, as a link in the chain of readership from young readers through adults. 2 Description of the Program • The Yomiuri Shimbun launched its latest print edition, Yomiuri Chukosei Shimbun, in November 2014. • The Yomiuri Chukosei Shimbun is a tabloid sized, full- color newspaper targeting children who attend junior high and senior high schools. • The newspaper is delivered to schools and households every Friday morning. • Each 24-page issue consists of: • Six pages of news for the readers to contemplate and discuss with their peers; • Four pages related to studies; • And an average of 30 topics each week (from a line-up of 40) including sports, fashion, cooking, science and technology, celebrity news, book reviews and career introductions. Description of the Program 3 Description of the Program • The primary goal of the Yomiuri Chukosei Shimbun was to fill the gap between The Yomiuri KODOMO Shimbun (Yomiuri Children’s Newspaper) and the flagship Yomiuri Shimbun. The Yomiuri Chukosei Shimbun is a link in a chain of readership from younger schoolchildren through adults. • One-third of the subscriptions have come from students who have outgrown the KODOMO Shimbun, validating the concept of the chain of readership. • Circulation of the Yomiuri Chukosei Shimbun beat all expectations at 75,000 by April 2015, 50% higher than the initial goal of 50,000 copies in the first six months. Description of the Program 4 Mind the Gap • The Yomiuri KODOMO Shimbun (Yomiuri Children’s Newspaper), launched in March 2011, enjoyed an average circulation of 220,000 before the Chukosei Shimbun was published. • But it has inevitably lost readers who outgrew the product. • Rather than ask these children to jump the gap to Yomiuri’ s flagship newspaper, The Yomiuri Shimbun, Yomiuri decided to fill the gap with a new product targeting junior and senior high students. • Businesses joined to provide content because they believe the newspaper would be an appropriate vehicle for reaching teens directly with their message. Description of the Program 5 Description – Mind the Gap Yomiuri Shimbun (L) vs Yomiuri KODOMO Shimbun (R) 6 Choosing the Target Group • The task force found there was only one newspaper (Asahi) publishing a weekly newspaper for junior high students. • The team quickly decided to include junior and senior high students in the target group. • Doubles the size of the market. • Aiming for the higher age group minimizes cannibalization of the younger junior high students from the Yomiuri KODOMO Shimbun. • Some print magazines, such as fashion magazines, remain popular with teens despite their status as digital natives. This fact was an encouragement to the project. Description of the Program 7 Connections – Bridging the Gap • In July 2013, the task group for the new project started researching the feasibility of a newspaper for readers beyond age 12. • The team visited 12 schools in Tokyo to interview teachers and students. • The team discovered that teens: • were interested in news and the world, more so if the topic was relevant to them. • didn’t resent the newspapers as a concept, but found current publications stodgy, suitable only for older people. • “Newspaper for adults are soooo old fashioned! I wouldn’t mind carrying a newspaper if that would make me look cool while waiting for my friends in Shibuya,” said an 18- year-old high school senior during an interview. Development 8 Fashionable Enough for Shibuya Development 9 Connections – Textbooks and Magazines • The Chukosei Shimbun combines the strengths of two forms of print media most familiar to teens – textbooks and magazines – both in the way it looks and the way it chooses topics to cover. • The layout is from left to right, as in Western newspapers and unlike other Yomiuri newspapers. The left-to-right layout is also used by most high school textbooks (with the exception of Japanese language studies and classical Japanese). • “This newspaper is all about presenting teenagers information that will enlighten them,” says Gessho Kobayashi, editor of the Chukosei Shimbun. • “Teens will be interested in any subject if they can feel that it’s actually related to the subjects they’re studying, or their everyday life. For example, a teen might score points by being able to show off with a knowledge of trivia related to some foreign country.” Development 10 Visual appeal: Yomiuri Chukosei Shimbun Readers can dive into each issue from the front page or the second front. 11 The News Pages • The first three pages focus on a particular topic, and include a number of photographs, illustrations and charts to enhance understanding of the issue. • The example shows the demonstrations in response to the Charlie Hebdo attack, and goes on to cover Islam in detail – including information that Islam is not necessarily connected to terrorism. Page 1: We won’t stand for terrorism 12 Development – The News Pages (pp. 2-3)A quick but thorough glance at the world of Islam Overview Prayer of Islamic rituals Dietary history observances A Tokyo school Diagram cafeteria showing catering to halal Islamic dietary needs population worldwide Comments from Osunaarashi, Commentary by Egyptian sumo wrestler, on Q&A: a Japanese competing while academic on Burqa keeping a halal diet Islamic culture 13 Connections – Thinking Like a Teen • Four pilot issues were published and feedback gathered from students. Many of the suggestions resulted in popular columns: weekly news digests, a dictionary of current terminology, serial essays by pop idols, etc. • Every two months, a Chukosei Shimbun reporter holds an editorial meeting with students from a volunteer school. • The students evaluate recent issues of the newspaper and rate them. The results are reported in the next issue. • The meetings have helped the newspaper appeal to its target audience, while the students have benefited from the experience of a brief internship with a media company. Development 14 Connections – Thinking Like a Teen Development 15 Smartphone App: Yteen • Yomiuri developed the Yteen smartphone app as a way for registered readers to vote in surveys, post their opinions and seek advice from prominent figures such as football players and psychiatrists. • The results of the surveys and the advice columns with responses to the questions are printed in the next issue. • Yteen gives teens a secure channel for connecting with peers and expressing their opinions. • There are 1,368 registered members as of May 2015, and pages views of 215,000 as of March 2015. • Yomiuri is making the Yteen system available to businesses for commercial use under the Yomiuri’s terms of use. Development 16 Smartphone App: Yteen Results of Eiji Kawashima, survey on goalkeeper of wearable Japan’s national devices soccer team, answering question about careers for women in the football industry Development 17 Making Connections – After School • The editors have found that teens want to know what other teens are doing, and find how to connect to those with similar interests. • The Planet of the Clubs column presents dramatised accounts of after-school activities in a light novel format. • While much attention has been focused on popular sports clubs such as baseball, tennis and soccer, this column has concentrated on less well-known activities, covering dancing, acting, archery, magic and an automobile club. • Many school clubs have applied to be interviewed for the column. Development 18 Planet of the Clubs • Introducing an automobile club at a secondary school in Tokyo. • The club is working to make environmentally friendly cars. Development 19 Making Connections – With Business • Yomiuri sought out partnerships with businesses for the new publication. Usually there is no monetary arrangement: the Chukosei Shimbun benefits from the expertise of the business partner, while the partner gets free advertising. • Top make-up artists from cosmetics giant Shiseido take turns giving beauty tips. • Charismatic mannequins from Shibuya fashion houses display their latest lines. • A trading firm brought eight teenagers to two Southeast Asian countries to observe and report on their plant projects there. The trip expenses were paid out of the trading company’s advertising fee with the Yomiuri Shimbun. • “The businesses were eager to get in touch with their prospective clients, but were afraid of coming across as propagandists,” says Yoshihisa Fujiyama, a Chukosei reporter. “The Chukosei Shimbun, published by a trusted newspaper, gave them the opportunity they have been waiting for.” Development 20 Making Connections – With Business • When the Yomiuri approached cosmetic giant Shiseido to give make-up lessons, the response was unexpected. • Shiseido took the stance that girls of this generation are pretty, and it’s too early for them to begin using traditional cosmetics. Instead, the company offers important tips on basics such as the correct way to wash your face. Development 21 Making Connections – With Teachers • Chukosei editors asked junior and senior high school teachers to recommend three “must read” books. Votes came in from 851 teachers from 114 schools throughout the country. • The winning book, Natsume Soseki’s Kokoro, was announced in the Chukosei Shimbun together with an interview with the author’s grandchild. • Japan’s largest bookstore chain, Tsutaya, is preparing a book fair in the name of the award, Kimi Hon Taisho (Your Book Award).
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