2011: Jawa Pos, Indonesia, circulation 400, 000)
(circulation 400 000 daily)
This news publisher lso won the top prize for enduring excellence.
WHAT THEY DID
Jawa Pos has published a three-page daily youth section, called DetEksi, since 2000. The program combines news, interviews, and discussions in print with an enormous off-page marketing and engagement strategy. DetEksi organizes an annual youth conference, Indonesia’s largest, bringing more than 5,000 middle and high school students together to learn and compete in topics from journalism to sports to quiz bowl. DetEksi also organizes education programs in schools, a student journalism competition, a regional basketball league, and concerts.
WHAT THE JUDGES SAID
Jawa Pos has done an outstanding job with an enduring, substantial, successful commitment to engaging young people on and off the printed page,” the jury said. “Its daily three-page DetEksi effort is more than a standard newspaper youth section. It’s a complete strategy for finding, engaging, and retaining young readers. Most importantly, it has worked.
2012: I-Next, India
(circulation 272 385 daily)
WHAT THEY DID
The “Power of Youth” project was an initiative to encourage youth to take part in the largest event of the largest democracy in the world – the assembly elections. “Youth in India are becoming more and more indifferent towards the politics and not exercising their fundamental right to vote to choose their leaders,” said Alok Sanwal, COO of the paper. “This was an alarming situation for us as a representative of youth of North India and we decided to change the status quo.” The project featured a comprehensive survey across eight cities, which was intended to map young voters’ political priorities. I-next then published a series of vibrant spreads decrypting the survey results, and launched an action-oriented ‘I-vote’ movement encouraging young people to vote. This campaign helped to draw young people and first-time voters to the polls in record numbers, boosting voter turnout to 60-64% in February’s polls from around 46% in the last elections polls. This lead to the election of the state’s youngest - ever chief minister. The paper also led a campaign to increase awareness of overweight backpacks that children carried to school and ran an interactive folk song music contest. (Entry 44-45-46)
WHAT THE JUDGES SAID
I-next did an excellent job in galvanizing youth to get out and vote. We found it especially interesting that youth considered corruption the number one topic of concern. The other two projects entered also showed creativity and relevance. The investigative report and campaign about heavy back-packs truly made a difference, and the folk singing contest was a fresh approach to youth entertainment.
2013: Special Country of the Year award to India
India is a country of champions when it comes to newspaper engagement of the young, which has earned it the designation as WAN-IFRA World Young Reader Country of the Year for 2013.
Entries from several titles prompted the WAN-IFRA jury to make the award: Malayala Manorama, The Times of India, The Telegraph, Mathrubhumi, Dainik Bhaskar newspapers, i-next, The Hindu and Ebela. It is only the second time WAN-IFRA has made such a country-level award, with Brazil being the first such honoree in 2005.
“Indian news publishers continue to make clear their commitment to youth on all possible fronts by being right there every time there is a first in a person’s life” said Aralynn McMane, WAN-IFRA executive director for youth engagement and news literacy.
The jury is composed of an international array of youth engagement specialists who are either past multiple winners of the prize or world-class experts on the topic. “I noticed the possibility of such a country award early, so didn't let our Indian jury member join the deliberations until after the rest of the jury had made this decision,” McMane explained.
2014: Amedia, Norway
(Norway, 577 400 circ. for 68 titles)
Dedicated and systematic programs of research, coaching and support to help the group’s newspapers be able to both manage and develop resources and programs for young readers.
• Significantly improved digital position in the market
• High daily reach among children, teenagers, adolescents and young adults
• Less decline in circulation among young adults and families
• Higher satisfaction among young adults
• Better loyalty
• An entire audience to bring to advertisers
THE JURY: “This is one of the best, maybe even the best, long-term young reader programmes ever: led by extensive research, thought out and strategic guided by – as they put it - 'need to have' – not just a “nice to have” philosophy about young readers.”
2015: KOMPAS DAILY, Indonesia
(500 000 circ.)
WHAT THEY DID: Kompas Daily provides a sustained and committed effort to not only promote brand loyalty among young people but also to engage and teach about how to be a more civically active democratic citizens. The #TamboraChallenge asked students to submit pictures of nature and the mountains over Instagram to try to become part of a live report team with four friends that would submitting pictures in real-time while hiking the mountain on the 200th anniversary itself while the Kompas newspaper simultaneously released a 12-part video series on the mountain. Also, they began an environmental conservation program called Mangrovetasi, designed to generate awareness of and increase planting of mangrove tree. In a Manganers program, they invited young students to the newspaper as interns, teaching them how to be a journalist and produce quality news. An Enervation project pitched different high-schools against each other in an energy saving competiton with each one coming up with new and innovative ways to curb energy consumption and pollution. The Cari Inspirasi initiative looked to boost youth readership by having them write opinion pieces and submit them to the newspaper, with the top picks being published in the next edition. Finally, a KompasJazz event recruited young readers to provide news coverage and photo journalism for the Jakarta International, "Java Jazz Festival."
WHAT THE JURY SAID: This organization does it all in engaging the young, starting with providing a quality platform so their voices can be heard while they learn the difference between professional journalism and other "content" by doing it themselves. They also do a great deal to encourage active citizenship, especially by adding some fun! We especially appreciated the extensive experimentation with social media.
Read the full story of Kompas Gramedia's 50 years of successful strategies by Gilles Demptos in Asia News Media Focus