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World Young Reader Round Table 2011, Alok Sanwal
1. WORLD YOUNG READER ROUND TABLE
Title: “Total Youth Think”
Speaker: Alok Sanwal
Mark your calendar
64th WORLD NEWSpApER CONGRESS
19th WORLD EDITORS FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012
2. “Total Youth Think”
A case study of inext
By Mr. Alok Sanwal
Project Head and Editor – i next (a unit of
Jagran Prakashan Ltd.)
3. AGENDA
• TYT
• Facts about the youth
• i next’s take on TYT
• Shaping an idenitity with TYT
– Product
– Activations
– Advertisers
• New Product development
4. 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
5. Dehradun
Meerut
Bareilly
Lucknow
Gorakhpur
Agra
Patna
Kanpur Varanasi
Allahabad
Ranchi
Jamshedpur
We cover 9
out of all 26
tier 2 cities
of India
6. What is i next
URBANE
PRODUCT
COMPACT IN SIZE
FUN Bilingual City centric
THE
FormalSerious Lifestyle
Living in metros Living in mini metros
TARGET
Political
ASPIRINGYoung at heart
THE
All Adults (Above 18) Non conformist
POSITIONING
Rebellion Non conformistJOIE DE
THE
For everybody Updated and
Urbane aspire in life VIVRE
7. What is i next
URBANE
PRODUCT
COMPACT IN SIZE
FUN Bilingual City centric
THE
FormalSerious Lifestyle
Living in metros Living in mini metros
TARGET
Political
ASPIRINGYoung at heart
THE
All Adults (Above 18) Non conformist
POSITIONING
Rebellion Non conformistJOIE DE
THE
For everybody Updated and
Urbane aspire in life VIVRE
8. What is i next
URBANE
PRODUCT
COMPACT IN SIZE
FUN Bilingual City centric
THE
FormalSerious Lifestyle
Living in metros Living in mini metros
TARGET
Political
ASPIRINGYoung at heart
THE
All Adults (Above 18) Non conformist
POSITIONING
Rebellion Non conformistJOIE DE
THE
For everybody Updated and
Urbane aspire in life VIVRE
9. What is i next
URBANE
PRODUCT
COMPACT IN SIZE
FUN Bilingual City centric
THE
FormalSerious Lifestyle
Living in metros Living in mini metros
TARGET
Political
ASPIRINGYoung at heart
THE
All Adults (Above 18) Non conformist
POSITIONING
Rebellion Non conformistJOIE DE
THE
For everybody Updated and
Urbane aspire in life VIVRE
11. • Four characteristics of young
readers across globe –
– Evasive
– Cool
– Non-conformist
– Unpredictable
12. 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)
14. Energetic
young
Information • Fun Fun Loving
Hungry • Non-conformism
• Freedom
• Energy
Responsible Interactive
15. 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
24. Society
Sports Social responsibility
Civic Sense
Entertainment • Fun Education & Career
• Non-conformism
• Freedom
• Energy
Interaction
Sharing
Health Reacting
25. 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
26. 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
31. 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.
