Attracting younger readers is a major challenge for publishers globally.
When publishers talk younger readers they are usually referring to those 25-35 years of age. Lately, however, publishers have gone to where much younger readers are, such as Instagram and Snapchat.
The New York Times takes the challenge to a platform that we usually no longer relate to the very young: print.
In May 2017 The Times launched a monthly Kids section dedicated to content for young readers.
It has been well received and I rejoice thinking that young eyes and hands land on this printed product and savour the enjoyment of reading a printed publication—the contact with paper, the very lean back experience it allows.
The first Kids section, which debuted in May 2017, was so well received by young readers that The Times decided to make it a monthly feature of the newspaper. It appears with the Sunday edition of the newspaper.
I usually mention the Kids section in my seminars and workshops, and many of you have expressed an interest in seeing it, and ask questions about its content, which is inspired by the sections of The Times, including sports, national news, food, opinion and arts. The very colorful and energized section design and art direction is by Debra Bishop, overseen by the The Times Sunday Magazine’s design director, Gail Bichler. The section has a dedicated editor and feature a visually engaging mix of news, illustrations, photography and how-to’s meant to engage young readers.
April 18-19, 2018-–Newscamp ,Augsburg, Germany.
May 26, 2018 —Associacion Riograndense de Imprensa, Univesidad de Santa Cruz (Unisc), Brazil
June 3-6, 2018—The Seminar, San Antonio, Texas.
June 7-8—WAN-IFRA World Congress, Lisbon, Portugal