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Mildrade Cherfils - The world of young readers


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Mildrade Cherfils' presentation at the EJC Innovation - youth media and next generation classroom conference on 15 and 16 October 2009

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Mildrade Cherfils - The world of young readers

  1. 1. The Winners World Young Reader Prize 2009 Prague, 28 September 2009 © 2009 WAN-IFRA Supported by
  2. 2. Top winner: Press Freedom Journal des Enfants <ul><li>Mulhouse, France (45 000 weekly) </li></ul><ul><li>The newspaper profiled children of journalists in prison with the help of Reporters Without Borders </li></ul><ul><li>Target: ages 8 to 14 </li></ul>© 2009 WAN-IFRA
  3. 3. Newspaper of the Year • Zero Hora <ul><li>Porto Alegre, Brazil (183 010 daily) </li></ul><ul><li>This year’s three entries -- Firsts, I am a Gaucho, Album Farroupilha -- illustrated paper’s on-going commitment to youth and to families as well as its overall “Total Youth Think” approach </li></ul>© 2009 WAN-IFRA
  4. 4. Newspaper of the Year • Zero Hora © 2009 WAN-IFRA
  5. 5. Newspaper of the Year Express & Echo <ul><li>Exeter, United Kingdom (22 000 daily) </li></ul><ul><li>“ Green Team” helped children take action to protect the environment. A class doing 10 projects got £50 to spend on a green initiative for their school </li></ul><ul><li>Sponsorship support from Exeter City Council and a local distribution company (Gregory’s) </li></ul>© 2009 WAN-IFRA
  6. 6. Top winner: Newspapers in Education Svobodnyi Kurs © 2009 WAN-IFRA <ul><li>Barnaul, Russia (23 000 weekly) </li></ul><ul><li>Adventure strategy game </li></ul><ul><li>Innovative multiplatform use of newspaper content to help students learn about finance in partnership with a bank. </li></ul>
  7. 7. Commendation: Newspapers in Education Hamburger Abendblatt © 2009 WAN-IFRA <ul><li>Hamburg, Germany (240 000 daily ) </li></ul><ul><li>Target: ages 10 to 19 </li></ul><ul><li>Persuaded prominent local figures to “adopt” a class by providing it with newspapers </li></ul><ul><li>Sponsored “reading corners” to provide pleasant communication atmosphere </li></ul>
  8. 8. Commendation: Newspapers in Education Denver News Agency © 2009 WAN-IFRA <ul><li>Denver, Colorado, USA (254 000 daily-Denver Post) </li></ul><ul><li>Organizers created lesson plans for teachers over two years that focused on the process of selecting a presidential candidate with two key events in Denver </li></ul><ul><li>Student reporters covered the two historical events: the U.S. Democratic Convention and Republican caucuses </li></ul>
  9. 9. Commendation: Newspapers in Education Sun Sentinel © 2009 WAN-IFRA <ul><li>Fort Lauderdale, Florida, USA (183,000 daily) </li></ul><ul><li>Target: ages 9 to 12 </li></ul><ul><li>Five-week literacy program with an American football theme </li></ul><ul><li>Encouraged students to read and compete to earn prizes for “reading touchdowns.” Effective use of both print and e-editions </li></ul><ul><li>Activities also targeted parents </li></ul>
  10. 10. <ul><li>Limburg, Netherlands (191 456 daily) </li></ul><ul><li>“ American Idol” style contest involving teachers who work in secondary schools in the area </li></ul><ul><li>Students and readers vote </li></ul>Top winner: Brand Dagblad de Limburger/Limburgs Dagblad © 2009 WAN-IFRA <ul><li>Target: ages 12 to 18 </li></ul><ul><li>“ ... Students are stimulated to think about about why their teacher teaches so well.” – Minister of Education </li></ul>
  11. 11. <ul><li>Gotesborg, Sweden (243 000 daily) </li></ul><ul><li>Target: ages 16 to 30 </li></ul><ul><li>GP Young Stage </li></ul><ul><li>Largest rock contest for artists from west Sweden </li></ul><ul><li>Hundreds of bands compete, thousands vote online </li></ul>Commendations: Brand Gotesborg Posten © 2009 WAN-IFRA
  12. 12. <ul><li>Torquay, United Kingdom (27 500 daily) </li></ul><ul><li>Target: ages 18 to 25 </li></ul>Commendations: Brand The Torquay Herald Express © 2009 WAN-IFRA <ul><li>ROCK STARS </li></ul><ul><li>Readers chose among people auditioning to be in new band </li></ul><ul><li>Local music store was main sponsor </li></ul><ul><li>First gig + big on Facebook </li></ul><ul><li>MOD MY MOTOR </li></ul><ul><li>Competition to win a car make-over by submitting your car as a candidate </li></ul><ul><li>Readers voted online for favorite plan </li></ul>
  13. 13. Top winner: Public Service Malayala Manorama <ul><li>Kottayam, India (1.7 million daily) </li></ul><ul><li>The SAVE energy conservation community contest encouraged children to reduce energy use in the home, helping household budgets and the environment </li></ul><ul><li>Target: ages 10 to 17 </li></ul><ul><li>The project attracted $100 000 in extra advertising and support from the regional (Kerala) power company </li></ul><ul><li>Prizes were energy-saving electrical products </li></ul>© 2009 WAN-IFRA
  14. 14. Commendation: Public Service Metro © 2009 WAN-IFRA <ul><ul><ul><ul><ul><li>Warsaw, Poland (467 6830 daily) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Target: ages 16 to 30 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sparked interest in the democratic process in the digital age </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Young people invited to choose goals for Poland for the next 20 years and practice digital voting </li></ul></ul></ul></ul></ul>
  15. 15. Top winner: Editorial Neue Osnabrucker Zeitung © 2009 WAN-IFRA <ul><li>Osnabruck, Germany (168 000 daily) </li></ul><ul><li>Free cross-media, user-generated youth magazine was created in partnership with online network members </li></ul><ul><li>Target: under age 24 </li></ul><ul><li>Attracted advertising! </li></ul>
  16. 16. Top winner: Editorial Neue Osnabrucker Zeitung © 2009 WAN-IFRA
  17. 17. Commendation: Editorial El Tiempo © 2009 WAN-IFRA <ul><li>Bogota, Colombia (417 303 Mon-Sat; 660 688 Sunday) </li></ul><ul><li>Target: ages 16 to 30 </li></ul><ul><li>“ The City Never Told” project gave visibility and voice to people whose stories are rarely read in the newspaper </li></ul><ul><li>Widened horizons of readers – and staff – in their own back yard </li></ul>
  18. 18. Commendation: Editorial Ilta Sanomat © 2009 WAN-IFRA <ul><li>Helsinki, Finland (130 000 daily) </li></ul><ul><li>Target: ages 12 to 19 </li></ul><ul><li>Obama-Extra: 16-page coverage about Barack Obama’s presidential election and inauguration </li></ul><ul><li>Project helped make historical event fun and educational </li></ul>
  19. 19. Commendation: Editorial Welt Kompakt © 2009 WAN-IFRA <ul><li>Berlin, Germany (270 000 daily) </li></ul><ul><li>Paper used multitude of technologies to involve the young </li></ul><ul><li>Sent its young reporters to try amazing things </li></ul><ul><li>Used Twitter, podcasts, YouTube, etc. as a regular part of news mix </li></ul><ul><li>Created a Digital Reporting Award, positioning the paper as fully aware of the technologies that matter to youth </li></ul>
  20. 20. Top winner: Making the News La Repubblica © 2009 WAN-IFRA <ul><li>Rome, Italy (618 171 daily) </li></ul><ul><li>Project taught young people about professional journalism </li></ul><ul><li>Students interacted with reporters and editors </li></ul><ul><li>Hosted websites, encouraged analysis, best production in the paper </li></ul>
  21. 21. Commendation: Making the News Play Bac Presse © 2009 WAN-IFRA <ul><li>Paris, France (65 000 / 75 000) </li></ul><ul><li>Target: ages 6 - 9; 10 - 13 </li></ul><ul><li>Hands-on workshops for young journalists in a genuine newsroom </li></ul><ul><li>Project financed fully by participation fees </li></ul>
  22. 22. The Winners: © 2009 WAN-IFRA Th The Prizes:
  24. 24. © 2009 WAN-IFRA <ul><li>BE THERE FOR LIFE-STAGE FIRSTS </li></ul>
  25. 25. © 2009 WAN-IFRA <ul><li>HELP THE PARENTS </li></ul>
  26. 26. © 2009 WAN-IFRA <ul><li>HELP THE TEACHERS </li></ul>
  27. 27. © 2009 WAN-IFRA @ ON THE NEXT NEW THING <ul><li>BE EVERYWHERE </li></ul>+ + + +
  28. 28. © 2009 WAN-IFRA <ul><li>ENGAGE IN THE CAUSES </li></ul>
  30. 30. The Judges <ul><li>Gerard van der Weijden, Belgium, creator, World Newspaper Reading Passport </li></ul><ul><li>Lynne Cahill, Australia, winner 2004 </li></ul><ul><li>Wendy Tribaldos, Panama, winner 2000 </li></ul><ul><li>Grzegorz “Gregory” Piechota, Poland, winner 2007 & 2008 </li></ul><ul><li>Lisa Blakeway, South Africa, winner 1999 </li></ul><ul><li>Tomasso Prennushi, Spain, special advisor to WAN-IFRA on young readership development </li></ul>© 2009 WAN-IFRA
  31. 31. The 2010 Prizes <ul><li>DEADLINE: </li></ul><ul><li>10 JUNE 2010 </li></ul>© 2009 WAN-IFRA Supported by
  32. 32. <ul><li>THANK YOU </li></ul><ul><li>Mildrade Cherfils </li></ul><ul><li>Coordinator, Young Reader Programmes </li></ul><ul><li>World Association of Newspapers, France </li></ul><ul><li>[email_address] </li></ul>© 2009 WAN-IFRA Supported by