World Young Reader Round Table 2011, Alok Sanwal
Transcript of World Young Reader Round Table 2011, Alok Sanwal
WORLD YOUNG READER ROUND TABLE
Title: “Total Youth Think”Speaker: Alok Sanwal
Vienna, Reed Messe Wien
Mark your calendar
64th WORLD NEWSpApER CONGRESS19th WORLD EDITORS FORUM
www.wan-ifra.org/kiev2012
“Total Youth Think”A case study of inext
By Mr. Alok SanwalProject Head and Editor – i next (a unit of
Jagran Prakashan Ltd.)
AGENDA• TYT• Facts about the youth• i next’s take on TYT• Shaping an idenitity with TYT–Product–Activations–Advertisers
• New Product development
Why i next• Dainik Jagran, the world’s
largest read daily
• Generalized content: Serving everybody’s needs
• Need gap for youthful readers
• Birth of i next
Meerut
Agra
Lucknow
Kanpur
Gorakhpur
AllahabadVaranasi
Dehradun
Patna
RanchiJamshedpur
Bareilly
We cover 9 out of all 26 tier 2 cities
of India
What is i nextT
HE
PR
OD
UC
T
FormalSeriousFUN BilingualCOMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TAR
GE
T Living in metrosASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
POSI
TIO
NIN
G
For everybodyUrbaneRebellion Non conformist
Updated and aspire in life
JOIE DE VIVRE
Living in mini metros
What is i nextT
HE
PR
OD
UC
T
FormalSeriousFUN BilingualCOMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TAR
GE
T Living in metrosASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
POSI
TIO
NIN
G
For everybodyUrbaneRebellion Non conformist
Updated and aspire in life
JOIE DE VIVRE
Living in mini metros
What is i nextT
HE
PR
OD
UC
T
FormalSeriousFUN BilingualCOMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TAR
GE
T Living in metrosASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
POSI
TIO
NIN
G
For everybodyUrbaneRebellion Non conformist
Updated and aspire in life
JOIE DE VIVRE
Living in mini metros
What is i nextT
HE
PR
OD
UC
T
FormalSeriousFUN BilingualCOMPACT IN SIZE
LifestyleURBANE
City centric
TH
E
TAR
GE
T Living in metrosASPIRINGAll Adults (Above 18)
Young at heart
PoliticalNon conformist
TH
E
POSI
TIO
NIN
G
For everybodyUrbaneRebellion Non conformist
Updated and aspire in life
JOIE DE VIVRE
Living in mini metros
• Four characteristics of young readers across globe – – Evasive– Cool– Non-conformist– Unpredictable
SOME FACTS• They don’t notice the ‘technology’ around them• They have more tools to help them through
adolescence• Kids are the new opinion leaders of technology
in the family• Media has become social currency - if it isn’t
worth sharing on, is it worth anything at all?• Parents are pro-technology for safety and
success reasons – but are being circumvented• Kids can access everything (music, friends, info,
entertainment)
SOURCE: MTV Circuits of Cool (8 Country Qualitative)
• Fun• Non-conformism• Freedom• Energy
young Energetic
Interactive
Fun LovingInformation Hungry
Responsible
TYT AND SHAPING THE IDENITITY
• I next follows the youth-o-sphere to shape its brand identity and content strategy
• Shaping the everyday product keeping the youth in the center of all things
• i next talks to them as a friend not a preacher
• Fun• Non-conformism• Freedom• Energy
Language Content Prioritization
Interaction Sharing Reacting
SectionsFormat
Visual Opulence
• Fun• Non-conformism• Freedom• Energy
Sports
Health
InteractionSharingReacting
Education & CareerEntertainment
SocietySocial responsibilityCivic Sense
TYT AND ADVERTISERS• Almost every advertiser is equally troubled
about targeting the youth to market their brands
• This makes both of us sail in the same boat
• Media has the new challenge of making the ends meet where client needs the context and audience look for relevance.
• TYT has never been more important in history of business of media
CASE IN POINT – BRITANNIA TIGER HEALTH Description Of the Project - Based On clients brief of engaging the kids, Health
meter is an initiative to educate children and youngsters about the importance of monitoring and managing their health and hygiene. The children of today will be the future of the world, a healthy today can only ensure a better tomorrow.
Target Of the Project -Primary TG –
• School going kids • Demographic – 3 to 10 years
Secondary TG – • Parents who are young• Demographic – 25 to 35 years
I ADDA Lifestyle Page Local Videos
Summary• TYT has worked for us like a Mantra• TYT has got us –To talk right thing–To the right people– In the right way–And a lot of business
• TYT is more important when we need a format shift – Print to Web etc.