aralynn mcmane - youth engagement
TRANSCRIPT
© 2012 WAN-IFRA, 2
• Editorial • Brand
• Enduring Excellence Supported by the American Press Institute
with Schurz Communcations
• Learning with News • Public Service
• Natasa Prize for Printing Plants
> News Publisher of the Year ALSO FOR 2013
• Helping to go green • Helping with health
• Connecting with SoLoMo
WORLD YOUNG
READER PRIZE
DEADLINE
13 JUNE !!
Honoring the great work you do with and for youth
© 2012 WAN-IFRA, 3
YOUR HOSTS
MARCELO RECH BRAZIL
LISA BLAKEWAY SOUTH AFRICA
MARKUS PETTERSSON
SWEDEN
ARALYNN McMANE WAN-IFRA
© 2012 WAN-IFRA, 5
A 1-minute report on one youth
strategy that could be of interest to
everyone in the room.
15 MINUTES
© 2012 WAN-IFRA, 7
MARKUS PETTERSSON
SWEDEN
Building physical engagement through digital interaction
© 2012 WAN-IFRA, 10
The World Young Reader Prizes √ Begun 1998 to encourage newspaper excellence in engaging the young in ways that are innovative, sustainable and transferable.
√ Top winners, jury commendations, special mentions (21 in all for 2012)
© 2012 WAN-IFRA, 12 © 2010 WAN-IFRA, 12
Present at life-stage firsts
Lead in causes that matter
On all platforms
In the network buzz
Treat Young as normal
Connect with influencers
Teach about journalsim
Present at life-stage firsts
© 2012 WAN-IFRA, 13
FIRST LOVE FIRST VOLUNTEER
EXPERIENCE
FIRST COMPUTER
FIRST BLOG FIRST TIME TO BE A REPORTER
FIRST VICTORY
FIRST VOTE
FIRST OPINION TAKEN SERIOUSLY
FIRST DAY AT SCHOOL
FIRST BLOG POST
FIRST CAR
FIRST INVESTMENT
FIRST NEWSPAPER
FIRST DONATION
FIRST CAUSE
FIRST PHONE
FIRST OWN MONEY
© 2012 WAN-IFRA, 14
Present at life-stage firsts
Lead in causes that matter
On all platforms
In the network buzz
Treat Young as normal
Connect with influencers
Teach about journalsim
Lead in causes that matter
Cities fit for cycling UK
© 2012 WAN-IFRA, 20
Present at life-stage firsts
Lead in causes that matter
Active on all platforms
In the network buzz
Connect, treat youth as normal
Connect with influencers
Teach about journalsim
© 2012 WAN-IFRA, 21
Die Presse (Austria, average daily circulation 84 296) REPORTER TRAINEE COMPETITION √ THE CHALLENGE How to get young people in the region excited about the newspaper
√ THE IDEA Contest to work with reporter on overseas assignment.
RESULT • Nokia as partner • Online vote
SPECIAL MENTION AWARD
MAKING THE NEWS
© 2012 WAN-IFRA, 22
Aargauer Zeitung (Switzerland, daily circulation 178 764) √ THE CHALLENGE Getting young people excited about newspaper journalism √ THE IDEA AZ Media Camp 2011 for twelve participants ages 16 -21 who experience all aspects of print journalism.
RESULT • Newspaper got good dose of youth view • A buzz in the community • Good sponsor potential
MAKING THE NEWS
SPECIAL MENTION AWARD
© 2012 WAN-IFRA, 23
The Star (Malaysia, daily circulation 300 000) √ THE CHALLENGE: R.AGE, a print product for ages 16-26, needed digital connections.
√ THE SOLUTION: • Partner with important youth already connected. • Smarter use of Twitter • Create ways for youth to have a say RESULT: • Super “engagement” • Tweets bring profit • Print circulation up
TOP WINNER
EDITORIAL
© 2012 WAN-IFRA, 24
TOP WINNER
MAKING THE NEWS
El Nuevo Dia (USA – Puerto Rico daily circ. 199 000) √ THE PROBLEM: Integrating youth into a Total Youth Think strategy in Logón effort
√ THE SOLUTION:
All departments joined in quest to include youth voice and content in core product.
Teen collaborators now not only produce content but have impact as advisors on general approach
RESULT: ages 15-17 = 44.4 penetration
© 2012 WAN-IFRA, 25
Jornal de Manhã (Brazil, circulation 75 000 ) √ THE CHALLENGE Teach primary students about photojournalism news literacy √ THE IDEA Students bring mobile phones to class for a workshop by local photojournalist. RESULT • Contributed to media literacy content • Made a memory: Got to use phones! • Excellent sponsor potential
SPECIAL MENTION CONNECTING
WITH MOBILE
© 2012 WAN-IFRA, 26
Schleswig-Holstinische (Germany, group daily circulation 215 000) √ THE CHALLENGE Starting a connection to the newspaper as early as possible, with impact on parents and teachers √ THE IDEA “ZIKITA” newspapers in education programme for ages 5 and 6 since 2009 – 1 month / year for 2 500 children
ENDURING EXCELLENCE –
NEWSPAPERS IN EDUCATION
JURY COMMENDATION AWARD
RESULT • Now 4 700 children • Sponsorship by fire association
© 2012 WAN-IFRA, 30
“native advertising” “sponsored content” x A threat to our position of trust among youth:
© 2012 WAN-IFRA, 31
• Editorial • Brand
• Enduring Excellence Supported by the American Press Institute
with Schurz Communcations
• Learning with News • Public Service
• Natasa Prize for Printing Plants
> News Publisher of the Year ALSO FOR 2013
• Helping to go green • Helping with health
• Connecting with SoLoMo
WORLD YOUNG
READER PRIZE
DEADLINE
13 JUNE !!
Honoring the great work you do with and for youth