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Re-Engaging Parents to Reach Young Readers

Reaching young readers by reengaging their parents ‘They are ready to pay for education’ Parents are vitally interested in the education of their children, and reading is an important factor in that education, which makes parents a key ally in newspapers’ effort to attract young readers, advises educational publisher Francois Dufuor. It is a value proposition for parents, Dufuor told the 2009 international Young Reader Roundtable in Hyderabad, India. “They are ready to pay for education,” he said in outlining several strategies for reaching young readers through their parents. Dufuor is founder of Plac Bac Press, an independent French educational publishing house that produces My Weekly, Le Petit Quotidien, Mon Quotidien, l´Actu and l´Actu-Eco. The newspapers have a unique design of targeting a younger audience and focus on specific age groups for each publication. Keep in mind that the parents read these newspapers as well as the targeted

youngsters, Dufuor told the roundtable audience. Therefore one strategy is to include bigger stories for adults alongside the content designed for the younger audience. In newspapers intended for older young readers, stories are select that will interest both the parents and their young readers. On days when the adult stories are potentially not suitable for young readers, Dufuor explained that the newspapers are distributed in a black wrapper with a disclaimer “saying to the parents: It’s up to you to decide for your kids to read the paper today.” Since parents are paying for the subscription, it is their decision to make, he said. My Weekly takes a different approach to satisfying the parents of young readers by helping the reader learn more English. The newspaper presents the news of the week in English and offers a page at the end that works as a tool to learn the language.

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