Overview of this campaign
SCREEN INVASION AND YOUNG READERS
The new generation born in the midst of digital proliferation, consume news differently. They seek news rather than wait for it every morning. The challenge for the leader Dainik Jagran was to secure its future readers.
Our goal was to start building future business today
1. To connect and engage with a large no. of new generation readers in order to gain relevance amongst them.
2. Find an entry point in the lives of the future readers.
CREATING A NEWSPAPER BY CROWDSOURCING THE IMAGINATION OF THE YOUNG READER
Arriving at the idea
An obvious way to appeal to the next generation was by creating a section for them featuring relevant news. But this wasn’t going to be enough.
THE TWO PRONGED ISSUE
Discussions with young readers directed us to two issues that pushed them away from newspapers – ‘irrelevance of content’ and ‘immobility of the medium’. Contrast this with Screens that were Relevant & Interactive
WHAT HELD US BACK TOOK US FORWARD - ‘THE NEWSPAPER’
We addressed the issue of ‘relevance’ by asking them to interpret the newspaper as per their imagination and the issue of ‘interactivity’ by involving them in the process of newspaper creation. Thereby, changing our equation with them forever. The idea was to initiate the shift from “Not for me” to “For me & By me”
This led us to the genesis of the initiative - YUVA SAMPADAK (Be the Young Editor)
Dainik Jagran created a platform, to stimulate young readers to get involved, re-imagine and create the newspaper of tomorrow. Because we needed to learn what interests them, and what would get them to be with us in future.
Bringing the idea to life
An imperative of this idea was to move beyond the boundaries of the newspaper and engage young readers to define new boundaries. It was about building an ecosystem (comprising Schools, Journalists, & Young Readers) that would help us change our equation with them.
Results for this campaign
INVITATION TO CREATE THE NEWSPAPER OF TOMORROW
The 1st step was partnering with creative incubation centres - the schools. Students were given an 8 page blank newspaper. They had to collect news, analyze and craft it in journalistic style. The activity was just before the summer holidays, making it a part of their holiday activity.
TRAINING THEM TO HELP US
Students were educated about the process of newspaper creation through workshops. Special video and e-book tutorials were made available on a website www.jagranyuvasampadak.com.
ACTIVATION TO PUBLISH THE NEWSPAPER OF THE FUTURE BY YOUNG EDITORS
They were asked to create a newspaper by collecting news and crafting it in journalistic style for reporting. The aim was to unleash their creativity and give them the ownership to create their version of the newspaper. We selected top 3 winners in every city post evaluation by top editors of Dainik Jagran and turned them into ‘guest editors’ for a special edition of Dainik Jagran on 14th November – Children’s Day.
CROWDSOURCING IMAGINATION :
In a special sub contest we asked schools to nominate teams of students who could create concept newspapers. They were asked to imagine the shape, size and contours of the format of the newspaper as well.
The scale of participation
- 208750 students from 843 schools across 30 cities submitted newspapers created manually
- 50 Press Visits organized
- 150 journalists involved in workshops and newspaper evaluations
- 90 winners trained at the Dainik Jagran Newsroom for 4 weeks.
- 100 student teams submitted their version of a concept newspaper
- Compared to same period last year, we observed an increase in circulation of 1,50,000 copies
- Teams of Top 3 students from each city were formed and given monthly assignments to be covered under a special “Young Editor” column in Dainik Jagran
- A brand study (Oct ’15) revealed that Dainik Jagran had the highest Top of Mind recall of 29% as compared to 21% for the No.2 brand.