• Save
Jeanne-Emmanuelle Hutin-Gapsys - Free newspaper subscription initiative
Upcoming SlideShare
Loading in...5
×
 

Jeanne-Emmanuelle Hutin-Gapsys - Free newspaper subscription initiative

on

  • 1,060 views

Jeanne-Emmanuelle Hutin-Gapsys' presentation at the EJC Innovation - youth media and next generation classroom conference on 15 and 16 October 2009

Jeanne-Emmanuelle Hutin-Gapsys' presentation at the EJC Innovation - youth media and next generation classroom conference on 15 and 16 October 2009

Statistics

Views

Total Views
1,060
Views on SlideShare
1,053
Embed Views
7

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 7

http://www.slashdocs.com 5
http://www.slideshare.net 2

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Jeanne-Emmanuelle Hutin-Gapsys - Free newspaper subscription initiative Jeanne-Emmanuelle Hutin-Gapsys - Free newspaper subscription initiative Presentation Transcript

    • Free subscriptions and 18-24 year-olds The full story Jeanne Emmanuelle Hutin-Gapsys Maastricht – 15 October 2009 Conference on Innovations in Youth Media European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 1
    • Plan I. Experiments with free subscriptions for 18-24 year-olds A. Since 2006, 41 daily regional newspapers involved B. A case study : Ouest France II. Free subscriptions for 18-24 year-olds on a national scale A. The goal of a national effort B. Giving it away is not enough C. A fantastic opportunity … European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 2
    • A. 2006 : Free subscriptions, the beginning • 41 daily regional newspapers • The offer : • 1 day a week for a year • What the newspapers had to do : • Have targeted content on the day the newspapers went to the young people : sports, leisure activities, job opportunities, etc. • Have an internet offer: sites, blogs, forums 3 • The cost : split 50-50, newspaper and state European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 3
    • When do young people stop reading the newspaper? When they leave home Sources : AMJ European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 4
    • The challenges 1. Familiarizing 18-24 y.o. with newspaper reading Targeted content : Newsroom - R&D 2. Recruiting young subscribers Marketing department - R&D 3. Delivering the paper Sales department - R&D European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 5
    • Initial results The response of 18-24 y.o. : 73,000 took out subscriptions in 2006 More youthful readership of the regional daily press : In 2007, after the free subscription period, that group increased by +4.1% (more than the increase in total readership : +2%) • A key component in a general strategy European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 6
    • B. Free subscription, a case study: Ouest- France 1. Choosing the day 2. Recruiting 3. Delivering the paper on Saturday 4. A strategy of taking them from free to paid subscriptions European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 7
    • 1 – On Saturdays, targeted content : Accustoming young people to reading newspapers Young Young Your future entrepreneurs entrepreneurs European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 8
    • The 100 trades that The 100 trades that hire the most hire the most European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 9
    • 2. Recruiting young subscribers • The offer Saturday free for a year • The target mostly students • The marketing Email : prospection and sponsorship (+) Ads on popular websites (+) Flyers in universities and student restaurants (=) European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 10
    • Year 1 (2006) the communication EMAIL: Receive a free subscription & tell your friends! SPECIAL SITE: for signing up for a free subscription FLYERS: in universities and student restaurants European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 11
    • How does it work ? • Best means of contact (new technologies) • Young people sign up on a special site • They receive a paper on the day decided on by the publisher (Saturday) 2-3 weeks later • There is a limit to the number of free subscriptions (first come – first serve) The response: 23,108 young subscribers European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 12
    • 3. Delivering the paper • New clients on Saturday for the paper boys • Home delivery organization modified work on Saturdays • 2-3 weeks to organize the service European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 13
    • 4 - A strategy of going from free to paid subscriptions 1st stage – 18-24 year-olds : Free subscription 1 day a week for a year 2nd stage – 19-25 year-olds: Paid subscription: 2 days a week for a year European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 14
    • From free to paid subscription • The offer 2 days per week (Monday + Sunday) + 3 movie tickets preferential rate • The target young professionals • The marketing emails special website • 2,677 young people re-suscribe: enter into adult life : work, salary European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 15
    • What results? European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 16
    • 1. Free subscriptions, a key element in an overall strategy • Editorial content: - General and local news - Sports and recreation - Rendez-vous by age groups • Actions with the young: - In the community: contests… - In the newsroom: young correspondents - In schools : NIE • Winning the loyalty of young readers: - Free copies : universities… - Free subscriptions (ages 18-24): 1 day a week - Paid subscriptions (ages 19-25): 2 days a week plus a gift of three movie tickets European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 17
    • 2. Free subscriptions accustom 18-24 y.o. to reading newspapers • In 2009: 12,000 young subscribers • The special content serves as a gateway to the rest of the paper • 65% of young subscribers continue to read Ouest- France at least once a week after the subscription ends They acquire the habit of reading the paper • Max.12% resubscribe Encouraging? Yes, but insufficient : must improve the offer, the days, the content European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 18
    • 3. Free subscription, a step towards more youthful readership • Readership in the 18-24 age group is on the rise • In 3 years : +22,000 readers 2-3 times per week + 1% for overall newspaper readership European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 19
    • 4. Impact of free subscriptions on the newspaper: • Sales department tested new way to connect up with young people : – Use new technologies – Start strategies of winning their loyalty : from free to paid subscriptions • The challenge: do better regarding the change to a paid subscription • R&D in the game • Make editorial content more dynamic : – A panel of very active young readers who are quick to respond to our investigations: helps editorial innovation strengthen links between young people and the paper • General among newspapers offering free subscriptions European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 20
    • II – Free subscriptions on a national scale European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 21
    • II. Free subscriptions on a national scale • Same formula: 18 (to 24) y.o., a free subscription to a daily paper 1 day a week for 1 year • This applies to daily newspapers publishing general and political news – About 60 newspapers (national, regional, local) • State guarantees : – 5M€ per year for 3 years – Limited to 200,000 young subscribers (first come – first serve) European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 22
    • A. The goal of a national effort Promoting democracy… • At 18 young people attain their majority and begin a full civic role the right to vote the duty to inform themselves • Young newspaper readers: Vote ( Youth Media DNA, etc.) Are more active in community life (ditto) … Encouraging responsible citizenship • For all segments of the population, not just those at home with the printed word. • Combat the fragmentation of society between generations between children of immigrants and those who are not between rich and poor neighborhoods European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 23
    • A. The goal of a national effort Accustoming young people to reading newspapers … Familiarize an age group with newspaper reading and avoid the drop-off of those who acquired the habit of reading when they still lived with parents. …encouraging newspapers to forge ahead Innovate and develop the press offer from print to web European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 24
    • « It is up to newspapers to play the fundamental role of informing and educating citizens, of helping them understand the societies in which they live and of enabling them to play an active role in public affairs and debate. » Seok Hyun Hong – WAN President – Young reader congress- Helsinki. European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 25
    • Launching the project • October • A database • Registration – National website or – Newspaper website • Publicity campaign European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 26
    • B. Giving newspapers away is not enough • Risks: Disappointing them with uninteresting content Losing them along the way: must improve the offer (number of days…) Fierce competition between the national and regional press for 18-24 year-old readers • The potential: Attracting an age group that is not reading newspapers Winning new readers from immigrant families Going from free to paid subscriptions Through competition: more interesting newspapers • The challenges: To prepare tomorrow’s readers and win their loyalty To encourage responsible citizenship and build democratic spirit and practices Thus, this an investment in newspapers and in democracy European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 27
    • C. Is it a good idea ? Yes, as long as we do not disappoint the young people and succeed in interesting them in the news • By relevant content and approaches • By investing in other platforms • By strengthening ties with them A fantastic opportunity ...but a huge challenge European Journalism Centre – Maastricht - 15/10/2009 Abonnements gratuits 18-24 J.E. Gapsys-Hutin 28