Prague. Evidently the printed newspapers are facing a crisis in the time of digital journalism. The big companies of printed information must admit that sells on the streets of big cities have been reduced since the Internet revolution began in the 1990s. In this context, the French government proposes to give free, one-day-a-week newspaper subscription to every 18-to24 year old in the country to encourage newspaper reading and civic participation. It is a good option, not only for youth, but also for the same newspapers (and magazines). It would be a good idea for countries like Colombia or Latin America.
The French government decision opened the discussion. However it is not new at all. Since 2006, 41 French newspapers have been experimenting with the concept and the publishers say it works, though the free giveaway is not the only factor.
Is it a good idea?
‘Yes, as long as we don’t disappoint the young and succeded in interesting then in the news, with relevant content and approaches, by investing in other platforms and by strengthening links with them,’ said Jeanne-Emmanuelle Hutin, a member of the Directors Committee at Ouest France and Co-chair of the French Presidential Youth-Press Commission. ‘It is a fantastic opportunity, but a huge challenge.’
Speaking at the World Young Reader Conference in Prague, Czech Republic, on Tuesday, Ms Hutin said Ouest France, the nation¹s largest general interest newspaper, increased the number of regular readers among 18- to 24-year olds by 22,000 in 3 years, with 12 percent re-subscribing after their free subscriptions ended. And 65 percent of the young subscribers continue to read Ouest France at least once a week after their free subscriptions end.
But it took work, says Ms Hutin, and more needs to be done. The newspapers had to devise special content for young people for the day it distributed the free subscriptions in the case of Ouest France, it was a ‘Special Future’ recruitment section. A marketing campaign using new media has to be created — traditional marketing didn’t really work. And a strategy to move the free subscribers to paid subscriptions had to be planned. In Ouest France’s case, a two-day-a-week paid subscription was offered after the
one-day-a-week free subscription expired.
‘Free subscriptions are not a cure-all remedy, especially if there is nothing of interest to young readers in the newspaper. But it is the backbone of several initiatives to meet the needs of the youth,’ said Ms Hutin.
What do the publishers want?
‘They want to thwart the large-scale flight of young readers,’ she said. ‘The situation in France is alarming: from one generation to the next, young people are less likely to read newspapers. It is vital to reverse this trend.’
The free nationwide subscriptions, to begin next month, are part of new
government subsidies to the French press totaling 600 million Euros over
three years. The publishers provide the newspapers for free and the
government pays for distribution.
The subsidies are part of a package of measures recommended after a
three-month government study of the French press last year. Other measures
include: tax breaks to investors in online journalism; doubling of
government advertising in print and online news media; an increase in the
number of distribution points; and government support in negotiations with
printing unions.
The French press is among the least profitable in Europe, constrained by a
distribution monopoly, lack of sales points and strong unions. It has the
highest printing costs in Europe.
The 8th World Young Reader Conference, organized by the World Association of
Newspapers and News Publishers, brought publishers, marketing executives,
education and young reader experts to Prague to examine initiatives for
encouraging and increasing young readership. Summaries of the conference
presentations can be found at http://www.wan-press.org/article18233.html
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WAN-IFRA and Colombia Passport.