The category of “young readers” represents a broad spectrum of those we know are the future of the media industry. From school-age children to recent college graduates to the Millennials we’d like to fold in, news media companies are focused on creating habits among this target group.
In the latest “INMA Knows” distillation, we bring to you a robust collection of best practices and case studies from media companies working to engage these important audience segments in ways they may not have seen prior to 2020.
The pandemic opened amazing opportunities to engage young readers:
- Media start-up Concentrat in Denmark transitioned from an in-school experience to virtual Sofanews.
- Straits Times in Singapore created special editions for students in an effort to make sense of it all.
- Vijay Karnataka hosted a digital talent show for local students during India’s lockdown.
- Norway’s VG crowdsourced a song about loneliness from local teens.
That focus continues as the world begins to open up:
- The Australian saw a 173% increase in traffic referrals from Instagram in three months.
- Dagens Næringsliv collaborated with a software partner to gamify investing content.
- Newsday talked to first-time voters during the 2020 U.S. election, covering this and other topics in Instagram Stories.
INMA Knows is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members. This is the 20th topic curated for the project.
Here are a list of all the live topics:
- AI and the Newsroom
- Australia and Big Tech
- Connecting with Community
- COVID-19 response
- Digital Platforms
- Female Readership
- Newsroom Dashboards
- Podcasts and Audio
- Print Engagement
- Smart Pricing
- Subscriber Retention
- Team Management
- Third-party cookies and advertising
- Trust In Media
- Virtual Events
- Young Readers
We aim to curate a new subject bi-monthly, and these subjects are updated regularly. This is a free service for INMA members. If you have a subject matter recommendation, let me know.