How to Reach Younger Readers
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.
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