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

Total Youth

• 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)

i next’s take on TYT:

• 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

TYT AND PRODUCT

• Fun• Non-conformism• Freedom• Energy

Language Content Prioritization

Interaction Sharing Reacting

SectionsFormat

Visual Opulence

Language• Bilingual• Non conformist

Format• Compact size• Easy read with bullets• Can be browsed as well as devoured

Visual Opulence

Interactive

Sections and Content Prioritization

• Feature• Sports• City• Business• Career• International

TYT AND

• 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

YOUTH-O-

CASE IN POINT - INEXLIVE

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.

THANK YOU