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Azrul Ananda on Jawa Pos' youth strategy (video)

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Azrul Ananda on Jawa Pos' youth strategy (video)

Jawa Pos was recently named Newspaper of the Year in the World Young Reader 2011 competition for its dedicated strategy to educating and attracting young readers. Part of the newspaper's success can largely be attributed to its own young staff.

The Jawa Pos, which has a 400,000 daily circulation and won this year's World Young Reader Prize, is staffed by an editorial team who are almost all under 40 years old. Azrul Ananda, said he even became an editor when he was 27.

“With its youth policy, the paper is more open to new ideas,” said Ananda. This has resulted in an array of theme specific pages beyond youth, including ones for women, cycling, people over 50, and new families. The paper has also secured a loyal readership base with 51 percent of readers under 30 years old.

Since 2000, the paper has published a daily three-page daily youth section, called DetEksi. The program combines news, interviews, and discussions in print with an enormous off-page marketing and engagement strategy. Since introducing these pages, market share in region has risen from 76% to 93%.

“We believe everything is helpful for the community,” Ananda said, and added that commercial sponsorship doesn't not influence the paper's editorial content.
“We have sponsors but it started with Jawas Pos,” he said. “They don't sponsor editorial material. It's for branding.”

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Author

Dean Roper's picture

Dean Roper

Date

2011-10-14 16:51

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