Warsaw session explored the latest best practice -- and new ideas
Winners of 2013 World Young Reader Prizes received
their awards, told how they did it and then explored
new territories with the other participants at
WAN-IFRA's Youth Engagement Summit in Warsaw,
Poland
their awards, told how they did it and then explored
new territories with the other participants at
WAN-IFRA's Youth Engagement Summit in Warsaw,
Poland
Aslak Gottlieb of Denmark. left, interviewed Polish students Emilia Kolodziej and Piotr Slugocki, who then judged participants' proposals in the Ideathon
News executives from 22 countries who already do well
at engaging the young spent two and a half days in Warsaw this week at WAN-IFRA’s Youth Engagement Summit & Workshops exploring how to do even better.
“This meeting was NOT for people who wanted to
discuss how important young readers are for the future of newspapers,” explained Grzegorz Piechota, Head of Editorial Development for Gazeta Wyborcza, which hosted the event. “We know it already. We met rather to share case studies on successful initiatives, to discuss in detail what works and what is a waste of money, and to network with people like us who prefer to face challenges in a bold way instead of only talking about them.”
And bold they were.
First participants heard the winners of the 2013 World Young Reader Prizes share the lessons for others in their successes.Then they explored how to work with corporate partners, how to think again about sustainable print editions for children and how to do truly effective digital-first connections.
Then they engaged in an “Ideathon” led by the
Knight Foundation's Chris Sopher and Danish Newspapers in Education (NIE) expert Aslak Gottlieb that included testing some new ideas on a two-person panel of Polish teenagers after creating personas based on their likes and dislikes.
Panel member Piotr Slugocki, 19, a music lover and
drummer, said he “didn’t read newspapers ever” and both he and Emilia Kolodziej, 17, agreed that if they needed to find out breaking news they’d turn to the internet, radio or just “call my mother.” Their personas -- depicted visually by artist Julian Kücklich –- included demographics, habits and behaviors to were used by the group to brainstorm new products that would catch their attention, and ultimately their loyalty.
Emilia’s “persona” described her as loving books,
especially Tolkien and fantasy, fire dancing and her mobile phone.
Throughout the three-day summit many particpants
and speakers commented on the importance of focusing on life stage interests and content rather than only considering a young person's age. This left the participants with a challenge: how to harness Piotr and Emilia's interests to improve their news literacy, and set up them up to be lifelong readers.
Pitches included a tailored newsfeed that grows only
with your interests, user-generated reviews on music and books by youth, and a to-make-it-happen application where users showcase their wishes in 140 characters and readers vote for the best dream.
Emilia and Piotr said they liked most of the ideas,
especially ones that targeted just their interests.
At the close of the session, participants were able to
pitch their own idea that could become the next innovation at home. Other members of the Ideathon team were Alexandra Waldhorn of WAN-IFRA and Radio France International, Markus Pettersson of Resultatfabriken Consulting in Sweden) and Cristiane Parente, former youth programme director for ANJ, the Brazilian publishers association and now a researcher at Minho University in Portugal, and Dr. Aralynn McMane, WAN-IFRA executive director for youth engagement and news literacy.
Both of the Polish students have been involved with
the Junior Media programme of Polskapresse, which arranged for their participation, along with their teacher Monika Konopnicka. PARTNERS AT WORK
Several organizations helped make the event possible:
Gazeta Wyborcza, which contributed the venue, staff and other crucial elements of support; Polskapresse, which hosted several key events and people; IWP, the Polish publishers association, which heartily endorsed and publicized the event; The Knight Foundation, which provided a key team member;Chevron Indonesia, which supported key elements of the event, the Indian Embassy in Warsaw, which hosted an event to honor the publishers who combined efforts to make India the World Young Reader Country of the Year, the European Newspaper Publishers Association, which provided a guide to top-notch media literacy actions by European news publishers, and the Warsaw Tourism Bureau, which helped make sure particpants could expore and better understand Poland's capitol city. Here is a look some ways they helped.
Gazeta Wyborcza founding editor Adam Michnik (top)
opened the session noting that the events in Ukraine served as a sobering reminder that democracy and freedom are neither guaranteed nor easy to assure, and editorial director Grzegorz Piechota reminded the audience at the special Presidential Palace session about the path to and lessons of Poland’s own hard-won democracy.
Marketing director Magdalena Chudzikiewicz (center)
shared the secrets of success of youth-related partnerships. The company provided two students from the Polskapresse JuniorMedia initiatlive (Piotr Slugocki,at left, and Emilia Kolodziej, at right) to help participants practice creating personas to help them better determine effective modes of youth engagement.
A working group of IWP, the Polish national publishers
association, met in a session hosted by Poskapresse to explore with representatives of such associations in Ireland, Brazil (with Cristiane Parente talking about Media Literacy), Norway, Finland and Russia various options for a joint youth action in Poland. Kicking off the session was IWP president Wieslaw Podkanski of Ringer Axel Springer Polska.
The Knight Foundation kindly provided Christopher
Sopher, journalism programme associate, to lead an Ideathon designed to help participants transform a few – or even one -- of the many ideas that came to them during the summit into workable actions they could actually do once they returned to the realities of the office.
Harry Bustamen of Chevron Indonesia, above center,
reminded participants about why a corporation might want be a partner with a news publisher in efforts than enhance the education of young citizens, especially in ways that combine basic knowledge with news literacy. Chevron and the Jakarta Post Foundation supported the all-important transport of participants around chilly Warsaw. hosted a get-together for all the 2013 World Young Reader Prize winners from 21 countries in honor of the Indian news publishers who combined to win that country WAN-IFRA's World Young Reader Country of the Year award. She is pictured here with the news executives representing the country: from The Telegraph, The Times of India, Mathrubhumi, I-next, Malayala Manorama, Dainik Bhaskar Group and The Hindu. It is only the second time WAN-IFRA has made such a country-level award, with Brazil being the first such honoree in 2005. The media literacy committee of the European Newspaper Publishers Association, chaired by Danièle Fonck of Editpresse, Luxembourg, provided copies of its new compendium of the wide variety of actions by news organizations that help youth learn about the news all over Europe. Details and a PDF download of the publication are available here: http://preview.tinyurl.com/ENPA guide |
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