World Association of Newspapers and News Publishers


World Young Reader Prize Winners - 2010

World Young Reader Prize Winners - 2010

Article ID:

13328

Watch the video of the first presentation of prizes HERE.

NEWSPAPER OF THE YEAR - Metro

(Poland - 417 237 daily)

Metro made a conscious decision in 2008 to become a modern, nationwide daily for the young generation, and it has clearly succeeded. Using a philosophy WAN-IFRA has called "Total Youth Think," it analyzed the needs of its audience and then worked hard to meet those needs through both content, such as its stress on material of use to students in their everyday lives, and action, such as its roundtable on the future and "School of Trust" to teach the rules of openness, cooperation and trust. It worked: in 2010, Metro was the leading choice of readers aged 15 to 24.

Download of this top winner entry at end of page.

TOP PRIZE: BRAND - I-NEXT

(India - 311 404 daily) for "Health Meter"

WHAT: The Health Meter initiative educated children and youngsters about importance of monitoring and managing their health and hygiene. The campaign involved a set of editorial, branding and public services activities financed by I-Next that included easy-to-complete health report cards, given to 54,000 children. Children were then checked by medical specialists, in cooperation with the Indian Medical Association on India's National Children´s Day, 14 November. The paper intends to further develop the event by distributing literature on health education, organizing seminars and involving local celebrities. (Entry #23)

THE JUDGES SAID: "I-Next has positioned itself as the newspaper that cares about children's health by giving a boost to the idea of developing early the habit of staying fit and healthy, an effort much appreciated by teachers, parents and readership in general."

Download of this top winner entry at end of page.

TOP PRIZE: ENDURING EXCELLENCE - Sun Sentinel

(USA - 180 273 daily) for "Teenlink"

WHAT: Teenlink is a youth programme that produces a sustainable weekly newspaper delivering features, sports, school and entertainment news and advertising to students ages 14 to 18 at their secondary schools.

THE JUDGES SAID: "Teenlink has proven to be the marvelous exception to the sad tale of most impoverished and marginal newspaper-produced publications that target adolescents, and the Sun-Sentinel should be very proud of its evolution. Since Teenlink launched in August 2006, it has generated positive net operating cash flow, which improved year after year, despite the economic recession that hit the U.S. so dramatically.They developed good branding activities that also were ad-supported. The operating budget includes paying students for their contributions. It was also remarkable how they positioned an ad-supported magazine in local schools, where teachers in each school handed out Teenlink in their classrooms. In addition, Teenlink has made smart moves on other platforms, including joint concerts with a local radio station, a user-generated content site for both photos and text and an online "My Teacher Rocks" contest honoring great teachers. Editorially, it managed to produce a 20-page publication each week with 2 adult staff, three interns and 100 student writers, photographers and artists. Finally, its audience is highly impressive at more than 70 000 students in 33 public high schools and 15 000 students in private schools."

Download of this top winner entry at end of page.

TOP PRIZE: MAKING THE NEWS - Der Tagesspiegel

(Germany - 138 500) for "Paralympic Post"

WHAT: The newspaper "Paralympic Post" reports about the Paralympic Games and is created by secondary school students from Germany and the host country of the Paralympics with the support of advertising and sponsorship.

THE JUDGES SAID: "This is a brilliant idea! The highly professional 2010 edition of "Paralympic Post" reported about the Paralympic Games in Vancouver and was created by secondary school students from Germany and Canada, the host country of the Paralympic, all selected via national competition. In fostering such international cooperation for youth doing journalism, the project shows social commitment to both youth and Paralympics, while raising public awareness and teaching the young about covering both diversity and sports in a cross-border, cross-cultural setting. This ground-breaking approach asks young people to report as accredited journalists under professional supervision for a newspaper about serious and exciting issues while compressing the work into a manageable time frame. The newspaper had done such cooperative efforts before, but the 2010 edition provided major growth in both print run (1.8 million compared to 48 000 in the 2008 edition) and in teaching as students added online diaries about the process for anyone to consult. The project received full funding thanks to a partnership with DGUV, the German social accident insurance company, plus considerable advertising. We are glad to see that the publishing company will continue the project in London in 2012 with an even bigger print run of 3.2 million."

Download of this top winner entry at end of page.


TOP PRIZE: MOBILE - Malayala Manorama

(India - 1.8 million daily) for YUVA (Connecting Youth)

WHAT: The paper used an array of mobile phone-based activities that were innovative, interesting and interactive in order to woo the young generation between 18 and 25 toward newspaper reading.

THE JUDGES SAID: "In short, this entry showed excellent evidence of great ideas that were well accomplished and offered good revenue generation while associating the print brand with mobile. It stood out because it was innovative and dynamic and had an ongoing potential to link to enthusiastic audiences. The easy-to-do contests will be easy to replicate in other countries. The paper also showed creativity in using new media by also stimulating young people to use technology to do positive things. A video contest of less than five minutes shot with the cell phones was judged by a panel of experts, giving young people a substantial consequence of their creativity."

Download of this top winner entry at end of page.

TOP PRIZE: Newspapers in Education (NIE) - Straits Times

(Singapore - 350 000 daily) for "Straits Times Schools - Innovating the Old"

WHAT: The paper went back to basics to turn the traditional medium of the newspaper into a new, must-have English learning resource for learners across all secondary school levels.

THE JUDGES SAID: "This revamping of a 5-year-old, 16-page NIE weekly publication, distributed with The Straits Times' Monday edition, turned it into a crucial classroom learning resource to improve English language ability, while making it a must-have authentic resource for teachers, especially young teachers unfamiliar with using the newspaper in class. This is an "NIE Plus" effort: an all-embracing action, covering not only curriculum and classroom-based activities, but also helping youth take action in important areas, such as fitness and health, notably with the "Paper Chase" race for student and teacher teams. It is a dynamic, all-embracing entry: it took concept of a very traditional NIE program and embraced new marketing, branding and editorial aspects. It not only linked to the curriculum but also engaged young readers with great editorial work and interactive contests. A partnership with educators was crucial in their project from the start, as they were made part of the revamp. The paper also made excellent use of both face-to-face contact with teachers and enhanced online contact with students. As one well-deserved result, the paper obtained a hard-to-get endorsement from the Education Ministry from Singapore."

Download of this top winner entry at end of page.

TOP PRIZE: PUBLIC SERVICE - Metro

Poland - 417 237 daily) for "Internet Piracy: For or Against"

WHAT: The paper reacted to audience interest in a story about internet piracy and created a a vibrant sticker-based discussion with readers that evolved into a widespread campaign of education and debate.

THE JUDGES SAID: "This project was important because it changed a culture. Metro offered great interaction between readers and editorial staff, to raise public awareness on a special issue. With its quick response to a real live event, it created a social issue out of a story, turning that story into a project and becoming a key agent of change. The paper made passive readers react and relate to the paper around a very smart, young people´s issue. This was a major eye-opener for young people because they thought piracy is fine, and the paper helped them question their own behavior in something that was ok and normal for them. The sticker campaign offered a really fresh element, especially inviting readers to send sticker projects commenting internet piracy and then using those stickers to design Metro's front page. Further, after several weeks of press and online debate about the issue, Metro transferred it to the real world and, together with representatives of opposite outlooks, organized a debate to try to find a solution."

Download of this top winner entry at end of page.

TOP PRIZE: RESEARCH-BASED STRATEGY - Akzia

(Russia - 200 000 free every two weeks) - for "Top 50 Dream Employers"

WHAT: This supplement emerged from a rating by students, graduates and young specialists (with no more than 2 years of working experience) ages 18 to 24 years of the most attractive and worthy employers. The result attracted considerable advertising and readership.

THE JURY SAID: "This research-based supplement was based on replies to an online survey of young professionals. The win-win project gave young people insight and practical information regarding the best employers for their target group. Such a ranking generated a lot of buzz for the newspaper, positioning itself as an authoritative source of information concerning jobs and careers. It was a also great business opportunity, as ads from the profiled companies poured in, especially as the supplement offered them young people's preferences in looking for a job, and how their brand is perceived."

Download of this top winner entry at end of page.

JURY COMMENDATIONS

BRAND (Jury Commendation) - Akzia

(Russia - 200 000 free bi-monthly) for Akzia.Obmennik (Akzia.Exchanger) free book exchange

WHAT: A free book shop created by Akzia Newspaper.

THE JUDGES SAID: "This is a brilliantly simple idea and a truly "novel" way of achieving brand recognition by promoting free book exchanges to match the company's free newspaper distribution in a way that will stamp the name of the newspaper in readers' minds."

ENDURING EXCELLENCE (Jury Commendation) - Berliner Zeitung

(Germany - 158 000 daily) for "Youth and School"

WHAT: "Youth and School" is the NIE-project of the Berliner Zeitung that now has a new youth platform.

THE JUDGES SAID: "This was an excellent branding project that looked critically at what they had been doing and constructively moved to develop the project accordingly into a multi-faceted approach encompassing aspects of editorial, online and marketing that involved students directly with the paper."

MAKING THE NEWS (Jury Commendation) - South China Morning Post

(Hong Kong, China - 107,080 daily) for "Make the Headlines"

WHAT: Students write and design the front page story after learning about journalism from a creative serialized story.

THE JUDGES SAID: "Other newspapers can learn from this paper's approach to teaching young people about journalism before accepting their stories for print. The engaging multi-part story of how a boy learns how to be a professional reporter surely had more effect than a dull how-to guide. Further, the prominent front-page play the stories received added real value to the effort the young reporters made."

PUBLIC SERVICE (Jury Commendation) - Avusa

(Sunday Times - 504 000 weekly, Sowetan - 125 902) for Skillz Soccer - HIV Aids project

WHAT: A supplement for World Cup 2010, South Africa, focusing on education - numeracy, literacy, geography, tourism and life skills specifically about HIV/Aids to keep + 12 million South African learners occupied and engaged in education during the 2010 World Cup.

THE JUDGES SAID: "The Avusa "Skillz" soccer project provided an engaging educational product using football as the basis for developing an effective message about AIDS/HIV, especially during soccer camps around the country. By deftly mixing the serious message of safe sexual conduct with the fun of reading about sports, the creators finished with a winning publication that was effectively used."

PUBLIC SERVICE (Jury Commendation) - First News

United Kingdom - 46 246 weekly) for My Way! campaign

WHAT: Nationwide campaign to raise awareness that one in five children has learning difficulties.

THE JUDGES SAID: "This campaign to increase awareness about dyslexia and other learning disabilities avoided the potentially dry preachiness of such an effort by partnering with Henry Winkler, author of the Hank Zipzer series of children's books and the actor who played "Fonzie," the loveable motorcycle-riding greaser from "Happy Days," which is still in syndication in more than 100 countries. That he could talk first-hand about living with dyslexia certainly helped make it easier for young people to do so as well. We understand the newspaper is considering continuing and expanding the campaign in 2011 and hope they do so."

SPECIAL MENTION AWARDS FOR CASES TO WATCH

BRAND (Special Mention) - Novosti Rigionov

(Russia, 88 880) for "Make your dreams come true with Rodnoj Gorod"

WHAT: The paper's multi-platform enterprise, Sloboda, gathered descriptions of readers' dreams on video and reports through the portal RodGor.ru, and asked readers to vote via the portal to select finalists from the 1500 entries. Finalists were described in print, with web-based voting determining a weekly winner over ten weeks. Both web traffic and print sales grew. Winners included an ill boy who received a powerful computer, thanks to sponsors, to help him with continue his school studies.

THE JUDGES SAID: "This was a clever way to achieve the goal of involving those who do not read the paper and linking to a young audience by positioning the paper as caring and wanting to help readers achieve their dreams. Although the project did not target only the young, it created important linkages to this group by the choice of platforms, approach and winners."

EDITORIAL (Special Mention) - Hürriyet

(Turkey - 491 000 daily) for Hürriyet Kampus (22 000 circulation)

WHAT: Hürriyet Kampüs is Hürriyet's brand-revitalization project, which aims to produce a new newspaper specifically targeted towards university students, containing content they wish to read and sold primarily on college campuses throughout the country.

THE JUDGES SAID: "This energetic project on brand-revitalization is definitely a case to watch. The results aren't in, but it's clear that innovation is the key in this effort, both for marketing and sales, (including novel sales points) to creative editorial content (including a compelling photo contest that concentrates on freedom of expression in a totally modern way)."

ENDURING EXCELLENCE (Special Mention) - Oppland Arbeiderblad

(Norway - 24 494 daily) for "Shadow News Team"

WHAT: Since 2006, students at Gjøvik upper secondary have made their own version of the newspaper built on the same new sources as the "mother" newspaper at one particular day, with the result assessed by news staff and distributed in print to all secondary students in the area and via e-paper to the general public.

THE JUDGES SAID: "While the impact on the newspaper's own editorial coverage was not clear, this is a good way to study the interests of youth in the area and begin a dialogue with that group of readers. However, while it was clear that the students received advice from the professionals, it was not clear how much the professionals listened to the students and what the impact has been on the newspaper's regular coverage. We also think the project can go further with the print version of the student paper offered to all readers, perhaps for comparison to what the "pros" chose."

NIE (Special Mention) - The Age

(Australia - 189 500 daily) for "Breaking News"

WHAT: Breaking News is a student media resource including text, teacher guide, workshop, online mini-site and newspaper delivery, designed for use in the classroom over two weeks.

THE JUDGES SAID: "This well-planned and well-marketed effort provided a multi-faceted, in-depth resource concentrating on a major news event, in this case the extensive brushfires that caused Australia's worst peacetime loss of life. While the campaign attracted only 50 of a possible market of more than 2000 schools, the idea is excellent and something that can be developed further and adapted for use in many countries."

NIE (Special Mention) - Reconquista

(Portugal - 15 000 copies weekly) for "Reconquista Weekly"

WHAT: A programme to help teachers and students in school newspaper production, either printed or online. The project developed a DVD, an Internet site, an online platform and a handbook, which are available to 24 schools of the region.

THE JUDGES SAID: "This is the beginning of an excellent, multifaceted approach with the potential to help 21st century citizens develop critical literacy skills in analyzing media messages and in being able to produce their own media messages. Though the results were modest at first, we expect big things from this team."


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Aralynn McMane

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2011-05-13 12:44

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The World Association of Newspapers and News Publishers (WAN-IFRA) helps newspapers, parents and teachers work together to engage the young to create a literate, civic-minded new generation of readers all over the world. Read more ...