WHAT YOU WILL FIND HERE
1. World Young Reader Country of the Year - India
2. Other winners in brief
3. What the Indians are doing
4. More about the other winners
5. Overview PDF of the lessons, winners (Download at bottom of page)
1. WORLD YOUNG READER COUNTRY OF THE YEAR: 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. The full list of jury members is HERE.
Other awards went to 21 news publishers in 14 countries. A full list is below.
2. THE OTHER WINNERS IN BRIEF
(A separate section after this list offers fuller descriptions and judges' comments.)
TOP AWARD - Schwäbische Post and Gmünder Tagespost (SDZ-Medien), Germany, for Job coaching in schools
SILVER AWARD - Namdalsavisa (Amedia), Norway, for Bandwagon
SPECIAL MENTION - Gmünder Tagespost (SDZ-Medien), Germany, for Construction area kindergarten
SPECIAL MENTION - Leeuwarder Courant (Netherlands), for LC Awards
TOP AWARD Avisa Nordland (Amedia), Norway, for Engagement Guaranteed: NOTE: You can hear about this case at the International Newsroom Summit set for 8 and 9 in Berlin. Sign up HERE.
SILVER AWARD - Die Zeit, Germany, for Zeit Leo
SILVER AWARD - Aftenposten, Norway, for Aftenposten Junior
SILVER AWARD - Göteborgs-Posten, Sweden, for Wazzup
SPECIAL MENTION - Hürriyet, Turkey, for Hürriyet Kampus,
CATEGORY: ENDURING EXCELLENCE
This category was kindly supported by The American Press Institute and Schurz Communications in honor of Scott Schurz, head of WAN-IFRA's committee for youth engagement and news literacy.
TOP AWARD - Enduring Excellence in Learning with the News - New York Times, USA, for The Learning Network (since 1998)
TOP AWARD - Enduring Excellence in Learning with the News - The Guardian, United Kingdom, for Guardian Education Centre (since 2002)
SILVER AWARD - Enduring Excellence in Public Service - Philippine Daily Inquirer, Philippines, for Read-Along-Festival (since 2007)
SILVER AWARD - Enduring Excellence in Public Service - Tampa Bay Times, USA, for Reading with the Rays (since 2008)
CATEGORY (SPECIAL): HELPING WITH HEALTH
TOP AWARD - A Gazeta, Brazil, for Healthy Life schools project
SILVER AWARD - New Vision, Uganda, for WASH (water, sanitation & hygiene) project
CATEGORY: LEARNING WITH THE NEWS
TOP AWARD - The Straits Times, Singapore, for 48 Values from the News programme
See also the Enduring Excellence category.
CATEGORY: PUBLIC SERVICE
TOP AWARD - Nordwest Zeitung , Germany, for Students to the Ballot
SILVER AWARD - South China Morning Post, Hong Kong, for Press Freedom Awareness
See also the Enduring Excellence category.
CATEGORY (SPECIAL): SOLOMO
TOP AWARD - De Stentor, Netherlands, for MijnZ
SILVER AWARD - Bergensavisen, Norway, for What's on in Bergen - Hvaskjeribergen.no
SILVER AWARD - Kompas, Indonesia, for Youth Spread
SPECIAL MENTION - Paroli, Austria for its approach to content for the young
3. WHAT THE INDIANS ARE DOING
The winning Indian news publishers have created a wide array of strategies, from effective environmental actions to practical lessons about journalism to simply promoting laughter. The numbers are huge, but many of the ideas can be adapted for much smaller markets. Here, in brief, are their accomplishments for 2012:
The Telegraph (circ. 1.75 million) -- TTIS (The Telegraph in Schools, circ. 50,000 weekly) runs a number of projects, including the Tiger Reporter Programme in which student reporters from 82 schools learn how to do news then produce most of the content for the 16-page publication. Related projects in 2012 included the Go Green Movement clean-up of a pond and streets, plus the distribution of trash bins and planting of 150 trees and gathering pro-environment pledges, on World Environment Day in an action supported by Coal India. Six months after the campaign, all of the installed dust bins remained intact, 127 of the 150 tree saplings were still standing, and the pond did not appear to have collected more trash. India Coal also agreed to expand the Go Green Movement for the 2013-14 year and proposed a 3-month program in 100 schools.
The Times of India (circ. 3.46 million) The paper’s school edition (revamped in 2011, circ. now of 690,000 weekdays) has most readership for its school news, sports and themed pages about entertainment, books, music, movies, travel, science, and technology. Other pages hold national and world news, opinion mostly from user generated content and games and puzzles. Some content is sponsored. Contests require responses via social media, and there are seven branded journalism related activities, a news-related national quiz and a spelling bee. A membership scheme offers discounts to stores and restaurants and a quarterly guide offers teachers tips for using the newspaper in education.
Mathrubhumi (circ. 1.38 million) This title’s SEED program, which stands for Student Empowerment for Environmental Development, counted 5523 schools and over 2 million students participating in the program in 2012, a huge growth since its start in 2009. The programme raises awareness about what is damaging the environment and encourages activism promoting its protection among youth, ages 10 to 17. With help from the Coconut Development Board, it set up a student parliament in 2012 that included persuasive speaking and sessions with government officials to discuss ways to assure both the survival of coconut trees and the jobs sector they support.
Malayala Manorama (circ. 2.1 million) - In 2012, this newspaper with a long history of award-winning youth initiatives, launched “Nallapaadam” [Good Lessons] project that rewarded the school with the best social service initiative attracting participation from more than 600,000 students in 4,500 schools, and also the “Pratheeksha” [Hope] Project in support of handicapped children and their families that resulted in the establishment of 25 daycare facilities offering free food, education, treatment, and transportation; four specialized medical clinics, and extensive teacher and parent workshops.
I-next (circulation 272 385 ) - In the wake of the fatal gang rape of a 23-year-old woman in Delhi that involved a juvenile perpetrator, the paper used surveys and a six-day campaign to help local youth and families understand the background and implications of a high court ruling that one’s level of mental maturity must be taken into account when granting juvenile status. Also in 2012, the paper observed World No Tobacco day by doing pulmonary function tests for 3 600 people, mostly at partner government and corporate offices, in 12 metro areas in order emphasize the effects on lung capacity of tobacco use. Each area’s edition then published “report cards” of results. In all, 27 percent of those tested had some sort of lung problem, mostly (7 of every 10 cases) linked to tobacco use. Also, the paper did a World Earth Day project to encourage re-use of paper that had children make bags with a 2 kilo capacity from old newspapers to replace the plastic bags they got from stores. A total 60 schools and 6600 students participated.
The Hindu (circ. 1.56 million daily, self reported 2012) – Its school edition, established in 2012, has a circulation of 250 000 among 12- to 16-year-olds weekdays at 2 300 schools. Partners help produce content, including a weekly “Storyboard” page that encourages all kinds of storytelling, an “Earth Watch” page of environmental wonders and warnings and a “Health” page that features a discussion forum on the edition’s Facebook page. Related workshops help teachers better use newspapers in class.
Ebela (circulation not yet audited). This vibrant new compact daily that was launched in September 2012 is experimenting heavily with social media. It has more than 160,000 Facebook fans and has launched several online campaigns, including to encourage better health on World AIDS Day, World Health Day, World Kidney Day, World No Tobaco Day and even on World Laughter Day.
Dainik Bhaskar Group: Dainik Bashkar (circ. 3.6 million), Divya Bhaskar (circ. 1 million) and Divya Marathi (circ. 375,000). The three titles joined for Junior Reporter II – The Next Generation 2050, a competition that ended with more than 300,000 children creating 12-page newspapers based on a template in four languages. One assignment was to imagine the world in 2050, especially if vehicles no longer used gasoline. In addition, Divya Bhaskar did a two-month Funtoosh activity that encouraged students to so something besides study, specifically extra curricular activities to learn about their latent talents (dancing, singing, etc) then showcased those talents in a series of local shows. A total 2,165 children participated. The paper credits the project with creating at least 4,000 additional subscriptions.
4. MORE ABOUT THE OTHER WINNERS:
BRAND - TOP AWARD:
Schwäbische Post and Gmünder Tagespost (SDZ-Medien), Germany, for Job coaching in schools, which held mock job interviews carried out live for secondary student audiences by personnel managers from the company sponsoring the action, then created sponsored follow-up content. JUDGES: This is an innovative way to engage youth readership, while simultaneously providing vital training to future high school graduates and positioning the newspaper as a key helper at a crucial "first" - that very first job interview. It also mutually benefited the partnering financial institute, which was able to attract a wider pool of job candidates, while simultaneously providing the students and readers with valuable career training and in some cases, jobs.
BRAND - SILVER AWARD - Namdalsavisa (Amedia), Norway, for Bandwagon, which invites local young songwriters and musicians ages 15-25 to create their own profile page on the newspaper's website and upload their music for a contest in which readers can vote for their favorites and pass these on to regional and national finals in a project that is now nationwide with substantial revenue through sponsors and ticket sales. JUDGES: Bravo, Namdalsavisa on such a fabulous initiative! Not only is it an innovative way to build brand, you get a buzz among the young and user generated content to use in all platforms.
BRAND - SPECIAL MENTION - Gmünder Tagespost (SDZ-Medien), Germany, for Construction area kindergarten which engaged young parents around a common goal: improving their preschools, with the support of a local building supply company. JUDGES: A great, easily transferable idea to connect to the youngest ones, their teachers and families. Great participation numbers - 30 per cent of all preschools in the area. This could easily have been a public service winner as well.
BRAND - SPECIAL MENTION - Leeuwarder Courant (Netherlands), for LC Awards rewarded outstanding projects by the area’s vocational students. School advertising in a special edition covered costs. JUDGES: This is an easy to copy idea – brilliant in its simplicity – that gives visibility to a group often forgotten who are actually among the most likely to remain in a region.
EDITORIAL - TOP AWARD
Avisa Nordland (Amedia), Norway, for Engagement Guaranteed, which designated 60 young readers as “editors” to develop the newspaper on all platforms and to develop a new pricing structure. The project will be the subject of a presentation at the International Newsroom Summit, to be held 8 and 9 October in Berlin. More information can be found at http://www.wan-ifra.org/node/78225 JUDGES: A real revolution in this methodological approach to an old newspaper problem: how to stay relevant. Important conclusion: the deep change is needed. This genuine and creative approach makes a serious effort to cater to the needs and wants of the youth population... Having 60 young editors shape the entire paper… whaoh! Incredible the amount of engagement that emerged. A brave, genuine and creative approach that really tries to cater to the needs and wants of the youth population...A real revolution! To be followed in the coming years. Again, a "first" - the first time my newspaper takes me seriously.
EDITORIAL - SILVER AWARD - Die Zeit, Germany, for Zeit Leo, the newest addition to Die Zeit’s thorough family of special, targeted publications and initiatives for a wide variety of youth. Zeit Leo is published six times a year and targeting ages 8 to 14 (and their parents as co-readers). JUDGES: This is a great example of new product development with great execution and a proven business model. Zeit Leo eschews reliance on mere puffery to take children seriously. We especially appreciated the "Do Something!" section that encouraged readers to take initiative and get involved.
EDITORIAL - SILVER AWARD - Aftenposten, Norway, for Aftenposten Junior, a quality weekly newspaper for primary school children with a separate subscription plan. JUDGES: Aftenposten Junior succeeded in carving out a niche in the market and delivering to children and their parents as illustrated by a dramatic growth in paid subscribers to 20 000 that allowed it to reach profitability in the first year
EDITORIAL - SILVER AWARD - Göteborgs-Posten, Sweden, for Wazzup, a one-day newsroom set up in the suburbs with teenage-reporters (age 15-18) coached by a professional team of editors, photographers and copy-editors that turned a public protests against a newspaper into new career plans for teenagers. JUDGES: This was a bold idea: how to transform an editorial failure into a community relations success. Giving a voice to the voiceless, is it not a mission for newspapers?
EDITORIAL - SPECIAL MENTION - Hürriyet, Turkey, for Hürriyet Kampus, a revamped product for colleage campuses. JUDGES: Beautiful vehicle, done in multiple platforms to reach college students. We particularly like how they keep college students engaged.
This category was supported by the American Press Institute and Schurz Communications. Two news publishers won the top award.
TOP AWARD - Enduring Excellence in Learning with the News
The New York Times, for its Learning Network (since 1998)
JUDGES: The Learning Network does a fantastic job of making it easy for teachers to use the news. This is an excellent, useful effort and shows the kind of commitment our industry must have to teaching the young about news.
It is an effective approach that any media company can adapt to replicate.
TOP AWARD - Enduring Excellence in Learning with the News
The Guardian (United Kingdom) for the Guardian Education Centre (since 2002)
JUDGES: This is amazingly impressive, important work by the Guardian to educate children on the workings of a media company and of journalism. For eleven years, they have provided a great facility with a dedicated staff that offers a hands-on experience for free to student classes. That's a wonderful commitment.
Award details and coverage: http://www.theguardian.com/gnmeducationcentre/wan-young-reader-prize-2013-award
SILVER AWARD - Enduring Excellence in Public Service - Philippine Daily Inquirer, Philippines, for Read-Along-Festival (since 2007). This annual program aims to spread the joy and fun of reading among children aged 7 to 13 through interactive and wacky storytelling sessions with celebrities and other role models. JUDGES: This wonderful public service activity has its costs covered and offers fantastic visibility. The choice of inspirational public figures is brilliant, and the growth and demand of this program since its inception clearly demonstrates its success.
SILVER AWARD - Enduring Excellence in Public Service - Tampa Bay Times, USA, for Reading with the Rays (since 2008), encourages summertime reading among children ages 9 to 11 by involving libraries and the local baseball team with a benefit to the newspaper completely funded by the team's foundation. JUDGES: This is a fabulous way to involve students in reading during summer vacation, a time of disengagement for young reader programs. The strategy could transfer to any country's main sport.
HELPING WITH HEALTH
HELPING WITH HEALTH TOP AWARD
A Gazeta, Brazil, for Healthy Life schools project, which got classes to focus on good eating and successfully push schools to change how they fed students.
JUDGES: This was fantastic project to promote healthy living for students through training of teachers and parents. Great topic, good combination of in-paper info and practical workshops. We loved that they focused on low-cost healthy alternatives.
HEALPING WITH HEALTH - SILVER AWARD - New Vision, Uganda, for WASH (water, sanitation & hygiene) project in which primary school children wrote and studied news stories about hygiene as part of WASH clubs with the WaterAid foundation. JUDGES: This initiative, perfect for their environment, was carried out in a way that increased in circulation while championing and assisting worthwhile quest. Well done.
LEARNING WITH THE NEWS
LEARNING WITH THE NEWS TOP AWARD
The Straits Times, Singapore, for 48 Values from the News programme, which used news in fresh ways in character education. The project offers teachers new and creative ways to access the news to work on values education with teenagers without "nagging" them. In a context where cyberbullying, corruption and low-self esteem are still increasing, the guide promotes reflexion among students about their personal development and ethics as well as managing with values like resilience, honesty and determination.
JUDGES: This is an extremely difficult topic to teach in schools, difficult to address without being seen as a nag...and using the newspaper as a resource makes it a win win for both the paper and the community. Not only did this program act as an education supplement, it also provided emotional development tools during the crucial adolescent stage. It was also an interesting idea for how to sell a traditional NIE programme to teachers and parents.
(See also the Enduring Excellence category for other Learning with the News champions.)
PUBLIC SERVICE TOP AWARD
Nordwest Zeitung, Germany, for Students to the Ballot, which took its student population seriously by holding a mock election, complete with special ballot boxes and massive coverage about the process and results. JUDGES: How more seriously can you take adolescents than informing them about voting, giving them an opportunity to vote, publishing the voting results and making them want to read about how they did vote. Also adults are interested very much in all this. This was a fantastic way to show this group that the paper respected their opinion and wanted to hear what they had to say about a serious issue. Also, it was a good way to encourage young people to become active citizens participating in their democracy, as well as a good brand exercise. Releasing the student results before the adults voted gave even more importance to the student view, which must have had a memorable impact on this group for an important "first" in their lives.
PUBLIC SERVICE - SILVER AWARD - South China Morning Post, Hong Kong, for Press Freedom Awareness special section of youth edition that tailored the usual features to highlight the issue. JUDGES: This was a bold idea to raise an issue of censorship in China-governed Hong Kong, and we hope it helps to raise an awareness among the young in case of any future changes in politics and law in Hong Kong
SOCIAL LOCAL MOBILE (SOCIAL LOCAL MOBILE)
SOLOMO TOP AWARD
De Stentor, Netherlands, for MijnZ, which used journalism students to create and test a new digital service for local youth.
JUDGES: This engaging, cross-media approach offered good insights and research into what news youth want to consume, good practice for students as a tool for future journalists, and all at a reasonable cost.
SOLOMO - SILVER AWARD - Bergensavisen, Norway, for What's on in Bergen - Hvaskjeribergen.no – a fully-integrated, multimedia approach to publicizing and tracking local events which encouraged user generated content for even basic information. JUDGES: Good example of a digital transformation of a traditional product: in order to reach the today’s readership (young and not so young) we may need to rethink our offering in the mobile and on the web as they did: letting the public update our content, connecting it with social media and more.
SOLOMO - SILVER AWARD : Kompas (Indonesia) for Youth Spread, which gave young people an avenue to share, a reason and a trigger to act against the social situation around them, while experiencing the value of Kompas through direct, social media interaction with the brand. JUDGES: This a very creative, cost-effective campaign – printing a wrapping paper design for young readers to wrap gifts for the disadvantaged -- that encourages public service and youth engagement and demonstrates the power of a multiplatform initiative.
SOLOMO - SPECIAL MENTION - Paroli, Austria for its fresh approach to digital content for the young. JUDGES: While the sustainability and audience for Paroli are yet to be solidified, this is an innovative and attractive way to engage audience on digital platform. A case to watch.