Want to Reach Younger Readers? Talk to Parents and Teachers

Newspapers that are popular with younger readers know how to reach the “influencers” of young people – not their friends or young celebrities, but their parents and teachers.

The World Association of Newspapers and News Publishers (WAN-IFRA) will offer an array of strategies for connecting with parents and teachers, on multiple platforms and in ways that bring in new revenues, at “Making New Connections,” the 8th World Young Reader Conference, to be held from 27 to 30 September in Prague, Czech Republic.

“Every shred of recent research tells us that parents and teachers, not friends, are the key to a young person adopting the habit of consuming newspaper content, whether on paper or on the latest devices,” said Aralynn McMane, Director of Young Readership Development at WAN-IFRA. “Making the right connections to these influencers isn’t hard and can even be remunerative.”

The conference is supported by Norske Skog, the Norway-based global paper producer, and the Czech Publishers Association, along with SMART Technologies and Czech distribution company PNS.

WAN-IFRA, based in Paris, France, and Darmstadt, Germany, with subsidiaries in Singapore, India, Spain, France and Sweden, is the global organisation of the world’s newspapers and news publishers. It represents more than 18,000 publications, 15,000 online sites and over 3,000 companies in more than 120 countries. The organisation was created by the merger of the World Association of Newspapers and IFRA, the research and service organisation for the news publishing industry.

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