October 20, 2006

NEWSPAPERS: Have Dutch found a way to make young buy newspapers?

Have Dutch found a way to make young buy newspapers?
A new Dutch daily newspaper is attracting thousands of new young readers - but unlike most other new dailies around the world, it is paid for. NRC Next is attracting 'young, well-educated people who were not regular newspaper readers', according to the World Association of Newspapers.

Six months after its launch, it now claims a daily sale of 70,000 with a 1 Euro cover price. NRC Next shares an office with established evening newspaper NRC Handelsblad and takes 60 per cent of its copy from there. The rest is produced by 27 young staffers.

Instead of the traditional news values of 'who, what, where and when', NRC Next claims to concentrate on background, analysis and opinion. It assumes that readers have already learned the main points of the news from other channels.

Source: http://www.pressgazette.co.uk/article/191006/newspapers_nrc_next - Press Gazette.co.uk
Read more:
Paris, 19 October 2006
For immediate release

How a Paid-For Daily Reaches Young, Smart Readers

A new newspaper in the Netherlands is getting widespread attention for
attracting young, well-educated people who were not regular newspaper
readers. Half a year after its launch, NRC Next has surpassed its targets
and is reaching a new audience for newspapers -- and the new readers are
willing to pay for it too.

NRC Next is a morning tabloid that assumes readers have already learned the
news from other channels. Rather than concentrating on the traditional "who,
what, where and when," it provides background, analysis and opinion.
Editor-in-Chief Hans Nijenhjuis will present the NRC Next case at the World
Editor & Marketeer Conference, to be held in Madrid, Spain, on 23 and 24
November next.

The conference, organized by the World Association of Newspapers and World
Editors Forum, will examine a wide variety of strategies that newspapers are
using for circulation success. Full details can be found at
http///www.wan-press.org/madrid2006 .

In the case of NRC Next, publisher PCM decided that the best way to reach a
new target group -- well-educated, non-newspaper readers under the age of 35
-- was to start a new newspaper rather than alter the editorial content of
its existing NRC Handelsblad. NRC Next shares a newsroom with the evening
paper and takes 60 percent of its copy from it -- the rest is provided by 27
new staffers, all young.  Although it competes with two free tabloids, NRC
Next carries a one Euro cover price, and has seen its circulation grow to
70,000 in six months, well above the 40,000 target it set for its first
year. Seven in ten readers are among the target audience.

More details about the paper can be found on http://www.editorsweblog.org .

The World Editor & Marketeer Conference & Expo will offer many such cases
over the course of two days. The event has become a popular meeting place
for publishers, senior marketing executives and editors from around the
world -- last year's event drew nearly 500 participants from 73 countries.

This year's event is being hosted by the Association of Spanish Newspaper
Publishers (AEDE), and chaired by Tomas Brunegard, CEO and President of the
Stampen Group in Sweden.

Sessions include:

- Reader connections, which will provide practical information on how
newspapers can engage customers and develop reader relationships that drive
sales and loyalty. Speakers include Anders Goliger, Assistant News Editor of
Göteborgs-Posten in Sweden, Grzegorz Piechota, Special Projects Editor of
Poland's Gazeta Wyborcza, and Hans-Dieter Gärtner, Director of GESO in

- New Print Products,  which will be based on a new report from the WAN
Shaping the Future of the Newspaper project and will examine some of the 550
new print titles have appeared world-wide in the last five years -- quality
dailies, free commuter papers, "lite" versions of existing titles, and niche
titles targeted to wealthy readers, immigrants, young people, women, men and
even low-literacy audiences.

- Circulation systems,  which will focus on the use of circulation and
consumer data in sales and marketing operations.  Speakers include John Hay,
CRM Consultant for the Globe and Mail in Canada.

- The digital/print content opportunity, which will examine the development
of new digital mobile technologies and how they impact traditional
readerships. Speakers include Erik Nord, Senior Vice President of Telenor in
Norway, Trine Hage, CEO of Norway's Romerikes Blad, and other speakers to be

- Newspaper marketing: avoiding the pitfalls, in which a panel of experts
will respond to the 10 most frequent mistakes in newspaper marketing and
explain how to avoid them.

- Promotion - short term gain or long term investment?,  which will present
an overview of circulation-winning promotions and the long-term strategies
behind them. Speakers include Paula Murphy, Deputy Marketing Director of The
Independent in Ireland.

- And much more! Full details at http://www.wan-press.org/madrid2006

The Paris-based WAN, the global organisation for the newspaper industry,
defends and promotes press freedom world-wide. It represents 18,000
newspapers; its membership includes 73 national newspaper associations,
newspapers and newspaper executives in 102 countries, 11 news agencies and
nine regional and world-wide press groups.

Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy
St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49
48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr

Chris Schuepp
Young People's Media Network - Coordinator
Youth Media Consulting GbR
c/o ECMC (European Centre for Media Competence)
Bergstr. 8 / 11th floor
D-45770 Marl - Germany
Tel./Fax: +49 2365 502480
Mobile: +49 176 23107083
Email: cschuepp@unicef.org
URL: www.unicef.org/magic
Mailing list: http://groups.yahoo.com/group/youthful-media
The YPMN is supported by UNICEF and hosted by the ECMC.
The opinions and views expressed in this message and/or articles & websites linked to from this message do not necessarily reflect the views of the United Nations or its agencies.

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