Targeting Young Women as Newspaper Readers

Carroll, Nicole
December 2003
Nieman Reports;Winter2003, Vol. 57 Issue 4, p34
The article provides information on the actions taken by the "Arizona Republic" newspapers to target young women to read. Deciding what stories to cover and what information to convey to win them over as readers was only part of the challenge. The newspaper after learning what could be done, decided to appeal to the region's young women with a weekly local magazine-style tabloid with the credibility and flavor or magazines. Women are interested in national and local news. Reading the newspaper is like talking to a best friend, like someone who share secrets and passions. No stories would be more than 10 inches long and no story would jump as the product would be driven by quick bits of information and strong visuals. "Yes" newspaper launched on November 15, 2002. Readers can get the magazine either in the newspaper, at one of 1,200 free rack locations around Phoenix, Arizona or online. Week after week, virtually all of the free rack locations are emptied of copies and the Web site has had tremendous traffic. Education pages are consumer driven with narrowly focused stories and lists and charts that provide easily accessible and helpful information. The only way to stay relevant is to change with them.


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