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Young Readers

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

Yes, we realize "young readers" takes in quite an age range. Media companies are trying to develop early habits among school-age children all the way up to recent college graduates, while also bringing Millenials into the fold.

But the common demoniator? They are all necessary readers for the future of the media industry.

For all ages, the pandemic opened amazing opportunies: from live virtual events to podcasts to educational content. Reaching these non-traditional readers was one of the many ways the media industry leaned into the opportunities 2020 offered.

On the older spectrum of the young readers target audience — Millennials in their mid-20s early 40s — social media is a huge focus for many news companies. For this age group, content they want (about climate change, for example) the way they want it is the simple yet magical equation.

 

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Young Readers”

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Dagens Næringsliv attracts young readers with gamification of stock market

Dagens Næringsliv leveraged the growing popularity of investing to create a game that attracted a younger audience.

18 October 2021

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The Herald, Age break down COP26 content to engage, educate readers

Teams at The Herald and The Age created content as requested by readers so as to engage them on issues related to the climate crisis during the COP26 summit.

15 November 2021

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How COVID-19 turned a youth media start-up into a live broadcasting programme

When Danish schools went into lockdown, start-up Koncentrat went into action, creating a daily TV programme called Sofanews for seventh- to 10th-grade students.

14 June 2020

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Born Free

Our aims and objectives for this campaign were as follows: We wanted younger voices to be represented in our coverage of the elections. We have a whole new generation of adults who have completely different attitudes towards political parties and the issues that are important to society than their ...

01 March 2020

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Making sense of the pandemic for young readers

INMA Presentation File

19 May 2020

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MumbaiMirrored : Tapping History to Spark Future Debates

As a tabloid, the largest reader base for Mumbai Mirror has always been the youth. However, readership by the youth Research concluded that youth in Mumbai lacked an authentic and coherent narration of modern history of the mega-city. We decided to mirror the city’s past, its struggles, its victories ...

01 March 2020

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Vijay Karnataka hosts digital talent competition for local youngsters

Vijay Karnataka’s platform provided a way for young people to relieve their boredom and showcase their talents during lockdown.

30 August 2021

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Vía Urbano captures young audience with urban music content

Vía Urbano targets a digital native audience, which is used to connecting and learning about the news of their favourite artists through social networks but not directly through standard media channels.

03 October 2021

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Sydney Morning Herald reaches younger demographic with Instagram strategy

The Sydney Morning Herald has created a distinct Herald-style template for both in-feed and Stories posts on Instagram.

30 August 2021

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The Australian finds Insta success with new strategy

The Australian is using Instagram as a vehicle to attract younger readers and showcase all aspects of its journalism. In three months, the media company saw a 173% increase in traffic referrals from Instagram.

25 October 2021

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Público leverages Instagram to boost its readership

Público achieved a 51% increase in its number of Instagram followers year-over-year, while also increasing the traffic and engagement of IG users on its Web site.

06 September 2021

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VG engaged a younger audience by talking about loneliness — in a song

VG has worked to engage a younger audience. But when it called upon teens to help write a song about loneliness, it struck the right chord.

21 June 2020

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Pulse expands engagement with social media growth, products

Pulse shared its four-pillar approach to social media with attendees at the INMA Africa Media Summit last week. The launch, a move to reach the country's younger readers, came about just as COVID hit in 2020.

03 August 2022

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No, the kids are not all right (and why publishers should care)

Generation Z has grown up in the digital world, which means it is highly aware of how easily information can be manipulated. Here is what that means to their media consumption and why it’s important media companies still try to reach them.

01 August 2022

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Wall Street Journal drives subscription growth with student programme

Subscribers acquired at a younger age represent a greater lifetime value for news media companies than older subscribers. Here’s how the WSJ has leveraged the student market to drive subscriptions.

27 July 2022

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How students are helping Wall Street Journal drive future growth

INMA Presentation File

27 July 2022

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Financial Review engages younger audience beginning their investing journey

The success of Financial Review’s Wealth Generation has given the newsroom confidence that investing in coverage for younger audiences pays off.

25 July 2022

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Today grows young audience with TikTok strategy

Today of Singapore is growing its younger reader base by sharing journalism via TikTok. Here are five reasons media companies should invest in the platform.

17 July 2022

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Decoding Gen Z: Axel Springer shares changes needed to reach young readers

Bente Zerrahn, innovation catalyst at Axel Springer, explained what Gen Z wants (and how it thinks) during an INMA Webinar on Wednesday. Bottom line: They want news they can trust, delivered to them via Instagram or TikTok, and explained in a way they can understand it.

13 July 2022

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Hooking the enfants terribles – How to actually address GenZ

INMA Presentation File

13 July 2022

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Funke’s TikTok channel attracts Gen Z audience with political news

Funke’s TikTok channel has allowed it to build a following with Gen Z by creating video content about their political interests.

11 July 2022

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Research shows younger users create a shift in news consumption

During Wednesday’s INMA members-only Webinar, Kirsten Eddy, co-author of the Reuters Institute Digital News Report 2022, presented some of the findings from the annual report.

06 July 2022

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Kleine Zeitung taps TV market to reach young audiences

Was geht?, created by Kleine Zeitung’s youth-focused brand, Futter, features two hosts discussing and explaining a topic that is making headlines. The 15-minute episodes air weekly.

28 June 2022

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Bloomberg Línea shares creative, cost-effective ways to tell stories on TikTok

The technological platform evolved from being a simple entertainment tool for young people to a valuable ally for media outlets to reach a broader audience. And media companies in Latin America are taking full advantage of its opportunities.

16 June 2022

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The News Movement reaches young readers on their platforms

INMA Newsroom Initiative Peter Bale shares his recent interview with Kamal Ahmed, former editorial director at the BBC and editor-in-chief of The News Movement, explaining how the new media company is reaching young readers on their preferred platforms.

13 June 2022

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The News Movement offers journalism to young readers on their trusted platforms

INMA Newsroom Initiative Peter Bale shares his recent interview with Kamal Ahmed, former editorial director at the BBC and editor-in-chief of The News Movement, sharing how the new media company is reaching young readers on their preferred platforms.

08 June 2022

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Election coverage is social friendly for younger readers at Sydney Morning Herald, Age

The Sydney Morning Herald and The Age carried election coverage, but a selection of stories were designed to work cross-platform and be more digestible to help break down the barrier to entry for readers who don’t read the brand’s Web sites or newspapers often, if at all.

06 June 2022

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Kleine Zeitung uses “future journalism,” regionality to guide digital repositioning

Kleine Zeitung is focused on reinterpreted regionality, whereby it reports for the world from its region and for the region from the world.

22 May 2022

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Kleine Zeitung’s Futter magazine leverages Instagram to attract young readers

Futter, Kleine Zeitung’s youth-focused magazine, realised the value of visual networks like Instagram for engaging younger readers. Here, the magazine’s editorial lead shares three tough truths about the social media platform.

02 May 2022

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Kauppalehti’s New Audiences project collects new ideas to reach younger readers

Kauppalehti wanted new, fresh, and bold ideas from its team focused on growing a young audience, so the selected team did not receive guidance on how to proceed with the project.

24 April 2022

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Dagens Næringsliv explores how to develop product young users will love

When Dagens Næringsliv set out to attract a younger audience, it created a culture of innovation built around a lean, four-part innovation framework.

04 April 2022

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Gen Z readers need news media to know these 3 things

Given the fact Gen Z is the first truly digital native generation, its members’ needs and expectations toward the products they buy and consume are vastly different from anyone else’s before.

15 March 2022

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Kleine Zeitung weekend editions relaunch with focus on reading, living

The new printed editions are intended to strengthen the position of the printed newspaper, take into account changing reading habits, and provide readers — especially women and younger readers — even more information and support in their everyday lives.

14 March 2022

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Youth-oriented subscription campaign drives growth for Kleine Zeitung

Kleine Zeitung created a campaign to promote its new offering: a digital product that caters to a younger target audience.

20 February 2022

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Wall Street Journal builds relationships with students, drives future growth

The Wall Street Journal student membership programme showcases how students can leverage the content and services WSJ provides to prepare for and grow in their careers.

14 February 2022

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Helsingin Sanomat reinvented print media for younger audiences

INMA members learned how Helsingin Sanomat found success by launching a print newspaper for young readers. The print publication, Lasten Uutiset, has 216,000 weekly readers ranging in ages from 3 to 16.

19 January 2022

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ABP creates new revenue stream with education during lockdowns

When in-person learning went away early in the pandemic, ABP stepped up by introducing new virtual opportunities for education, bringing in new revenue after a creative marketing campaign.

06 January 2022

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Helsingin Sanomat reinvents print newspaper for children

To attract a younger audience, Helsingin Sanomat made a bold move: It launched a print newspaper for children.

28 November 2021

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VGTV’s successful podcast leads to book, TV show

VGTV built a content universe around popular Norwegian influencer Linnéa Myhre with a highly visual identity. It has been a smashing success — especially with young female listeners.

11 October 2021

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LNP|LancasterOnline’s special Schools section celebrates student perspectives

This year’s special Schools section, written and illustrated by students, focused on the importance public servants — a perfect topic after what communities went through in 2020.

18 August 2021

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Deeper storytelling boosts Newsday’s social media engagement

By looking at what was performing best in terms of engagement, Newsday was able to shift its strategy and deepen connections with readers.

09 August 2021

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From branding to monetizing, a new media model

INMA Presentation File

15 July 2021

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Kauppalehti reaches out to younger readers with sustainability reporting

Kauppalehti is publishing stories about financial risk as well as companies not acting in a totally responsible manner, two content priorities younger readers are interested in.

11 July 2021

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Blick shares 6 ways to reach Gen Z with news (hint: Instagram)

Generation Z prefers content that is presented in a short, simple, and entertaining way — mostly on social media (predominantly Instagram).

06 June 2021

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WSJ’s virtual Student Editor Summit increases engagement with college students

The Wall Street Journal’s virtual Student Editor Summit attracted more than 1,300 college students to its first two events, many of whom said they were likely to interact with the WSJ after the event.

19 April 2021

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Kleine Zeitung launches Future Talks to capture younger audience

The Future Talks virtual series gives Kleine Zeitung a younger, fresher image, attracting Gen Y and Gen Z to the brand.

05 April 2021

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VGTV delivers compelling documentary via mobile, reaching young and female audiences

VGTV's mobile documentary, “Tarjei’s Experiment,” followed 29-year-old Tarjei Flove as he battled lymphoma on his own terms.

04 April 2021

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Advance Media connects students and colleges with virtual fair

When the pandemic made in-person college visits difficult, Advance Media New York created the Northeast Virtual College Fair, resulting in US$20,000 in new business and 2,600 Web site users.

28 March 2021

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Calgary Herald celebrates high school graduates amidst pandemic

When COVID-19 halted high school graduation celebrations, the Calgary Herald stepped up to make sure the occasion would be remembered.

25 March 2021

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Targeting light readers (younger, female) can boost audience growth

News UK and Amedia chatted with INMA Researcher-in-Residence Greg Piechota about how they are changing data and content strategies to better serve readers considered traditionally “light.”

18 March 2021

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How to convert, retain young and female subscribers

INMA Presentation File

18 March 2021

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News UK uses data to tailor content to young and female readers

INMA Researcher-in-Residence Greg Piechota shares how The Times/The Sunday Times in the UK — which says it is informed by data, yet not led by it — uses data via the newsroom dashboard to focus content on specific audiences.

17 March 2021

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How to develop podcasts that build habits for younger audiences

INMA Presentation File

16 March 2021

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Aftenposten Junior translates tough news for young readers

Aftenposten Junior started when the need to explain a tragedy to children arose. Today, even adults read it to understand the news.

09 March 2021

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Reaction TV captures Dagbladet TV’s young viewers

The reaction TV programme “Non Stop” has been a most successful venture for Dagbladet, which has also captured younger viewers by repurposing the content for Snapchat.

07 March 2021

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The children''s very own app

In January 2020, Børneavisen (a Danish weekly newspaper for children aged 9-12) launched a new app with an easily accessible online universe, which enables our readers to engage with and influence the editorial content of the print newspaper. The app is free to download and use – however, some features ...

01 March 2021

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Organising away the corona doldrums, propelling record-breaking reader engagement

When corona hit in late March, Amedia’s 78 newsrooms experienced the same effect as our peers around the world: a tsunami of interest pushed both readership and subscription sales to unprecedented heights. Our journalists worked flat-out and delivered hard news, and relevance to our readers – mornings, ...

01 March 2021

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Rede Bahia connects with young talent through its Correio of the Future Award

The Correio of the Future Award reached more than 400 students and drew participants from seven universities in Brazil.

05 January 2021

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Understanding Gen Y, Z, and meaningful diversity is vital for media transformation

Dr. Lucy Kueng, digital expert and Reuters Institute senior research fellow, shared with INMA members her research into the issues important to reaching Generations Y and Z, including diversity and inclusion priorities.

09 December 2020

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Times of India’s “phyigital” game attracts young readers to print newspaper

Nearly 60% of the users playing the phyigital housie game were 30 years old or younger.

30 November 2020

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First News aims to be the one-stop global resource of news for children

First News shared with INMA members how the media organisation developed a newspaper for children, growing it into a global brand with multiple platforms.

18 November 2020

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Reaching young readers with print

INMA Presentation File

18 November 2020

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Dainik Jagran reaches out to the generation that could save us

Dainik Jagran’s new campaign, Sanskarshala, which translates into “School of Values,” tries to inspire young people and help expand their worldview.

16 November 2020

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JP/Politikens Hus’ Børneavisen attracts young readers to print

Children ages 9 to 12 are the target audience for the weekly print publication Børneavisen.

10 November 2020

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Straits Times makes sense of the pandemic for young readers

Finding a way to include young readers in discussions about the global pandemic became the main focus for the Straits Times Schools team, which tailored content for readers ages 10 to 16, provided free content to public schools, and used social media to engage with older students.

20 October 2020

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Kleine Zeitung turns casual Gen Y visitors into loyal subscribers

Kleine Zeitung’s image campaign targets a younger audience that no longer reads print for its Kleine Web + App Abo.

19 October 2020

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Amedia cracks the code on how to attract younger readers: journalism

By thinking younger and implementing a new approach to readers, Amedia was able to boost interest and subscriptions among a younger demographic. Mostly focused on journalism, this initiative has seen a 15% growth curve in the below-40 demographic in the subscription base.

14 September 2020

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Amedia grows digital subscriptions post COVID-bump

After sprinting through coronavirus-related content in the early months of the pandemic, Amedia reprioritised its coverage so it was more interesting for readers and more sustainable for journalists. Here are seven ways it increased engagement, especially among young and female readers.

25 August 2020

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VG reaches young, female audience with news explainer videos on Snapchat

VG Rampelys is intended to inform, educate, and entertain a young audience, particularly teenaged girls. Here are five lessons learned since its May launch.

24 August 2020

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Times of India’s “Lost Votes” campaign ignites a mass movement, compels change

The Times of India’s “Lost Votes” campaign — joined by competing news media companies and social media influencers within the country — broke 70 years of silence and blaming voter apathy for low voter turnout, leading to the government taking responsibility.

24 August 2020

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Offering Aftenposten Junior for free during lockdown increased subscriptions

Free access to Aftenposten Junior during the school closing due to coronavirus delivered trustworthy news to children in a chaotic and confusing situation.

17 August 2020

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Bergens Tidende uses AI to reveal newsroom biases, diversify coverage

The Bergens Tidende team believes Artificial Intelligence has the potential to help prevent filter bubbles, contribute to sustainable financing of media operations, and increase diversity in news representation — especially among women.

09 August 2020

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HLN.be uses Stories to attract a younger audience

Adding the Stories format to news coverage allowed HLN.be to engage readers, particularly those in the 25-34 age demographic, for a longer period of time.

06 July 2020

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VGTV reaches 200,000 young viewers with innovative platform

VGTV introduced its innovative youth-oriented platform, VG News, before COVID-19 was even a concern. When demand for news increased, VG News was ready and available on platforms like Snapchat and Google Home.

23 June 2020

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Kleine Zeitung attracts new generation of readers through its “Dependent on independence” campaign

Kleine Zeitung’s "Dependent on independence" campaign used a modern and colourful (bright pink) approach to highlight the importance of solid journalism to young potential readers.

03 June 2020

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The Hindu In School

From the pages of 2019 Over two dozen new columns were launched by The Hindu In School in 2019 to educate, enlighten and engage children in the age group of 10 to 17. Here are some of them: TOP TEN: A weekly round-up of top ten international headlines from politics to sports. This column helps children ...

01 March 2020

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Talking to Future Readers in their Language

OUR FUTURE READERS?Our future readers were youth brought up on handheld devices for whom Social Media was a convenient source of news. Habituated to a medium designed to share and amplify opinions rather than creating them, they found Newspapers “passive”. We had to engage with these future readers.But ...

01 March 2020

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Kompas Muda x Djakarta Warehouse Project: Give the Youth Community a Chance and Challenge. Young Readers are the Future

Being a means for young readers to be creative, close to the younger generation, keeping young readers loyal to Kompas, and as a marketing tool to get new young readers.

01 March 2020

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Leveraging an event to build brand affinity - Mothers day

Position: Build a strong brand between the brand and its key reader segment – women and young readers in our key markets. The content of the campaign was on the love and gratitude of young children for their mothers. Target at least a 3 lac revenue from the activity.  Hindustan decided to leverage ...

01 March 2020

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For the Record - Media Literacy program for young readers

For the Record, is an online media literacy program that introduces students to various aspects of journalism, including the importance of fact-checking, how a journalist conducts research, the role of a news librarian and many other topics. Our objective is to give young people a better understanding ...

01 March 2020

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Young Stars of Sustainability

DN and its sub brand D2 wanted to engage a younger audience. Summer 2018 DN started a big insight project called “Ung” (Young). One key finding was that a lot of our younger readers did not feel we were able to engaged them enough, we did not write enough about young professionals and students and that ...

01 March 2020

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Yougle

Objective: To introduce our young readers with a product which can cater their interest and entertain them and at the same time increase their knowledge. While its very common to hear people complaining about lack of newspaper reading habits among the youngsters, nobody seems to analyze the actual ...

01 March 2020

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Word of the Year Singapore 2019

The 2019 WOTY poll had a clear goal: go beyond the poll’s current sphere of influence and attract more young readers to participate. Before the poll commenced, Lianhe Zaobao’s visual team studied the meanings of all 10 shortlisted Chinese characters and gave them a makeover, replacing some strokes with ...

01 March 2020

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Making Sense of the Pandemic for Young Readers

The big idea:  Educate, reassure and rally young readers to act as  “ambassadors” within their own social circles of family, schoolmates and friends. There were several issues to tackle, including the lack of age-appropriate and level-appropriate information for young readers; misinformation from many ...

01 March 2020

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Guardian Weekly’s new design and print relaunch resonate with younger audiences

The Guardian’s director of print discusses how launching a redesigned print product resonated with new and younger audiences.

16 January 2020

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Top Web resources on “Young Readers”