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Re-Engaging to reach your 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 audience. In newspapers intended for older newspapers’ effort to attract young readers, young readers, stories are select that will advises educational publisher Francois interest both the parents and their young dufor Dufuor. readers. 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.

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 Dufuor is founder of Plac Bac Press, an independent French educational publishing for the subscription, it is their decision to house that produces My Weekly, Le Petit make, he said. Quotidien, Mon Quotidien, l´Actu and My Weekly takes a different approach to l´Actu-Eco. The newspapers have a unique satisfying the parents of young readers by design of targeting a younger audience helping the reader learn more English. The and focus on specific age groups for each newspaper presents the news of the week publication. in English and offers a page at the end that works as a tool to learn the language. 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

Reaching out to aspiring journalists through workshops is another approach Dufuor has taken toward young readers. Parents can bring their children to the

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