报纸业的新一轮出击
in readership among 18-to-34 year-old women. "We didn't have a lot of them, and we were losing what we had," she says.
Her answer was Body and Soul, an insert (now included in News Limited's main Sundays) devoted to health, beauty and vitality. "It is very visual, with lots of full-page images," says Cooper. "In the past couple of years we have gained 23,000 women 18-to-34, and a lot of men, too. They see Body and Soul as young and groovy – and they like looking at the pictures."
The Sunday Telegraph is also in a fight with its rival, Fairfax's The Sun-Herald, over the "little kids" market – seven-to-13 year-olds, who publishers would love to get a newspaper habit early in life. Last year, after Cooper revamped her comics section, The Sun-Herald replied with a lift-out called K-Zone. Editor Phil McLean says it is the result of a franchise agreement with Pacific Magazines, publisher of the K-Zone monthly magazine, which sells 150,000 copies.
We planned a new section for kids, and I went to advertisers to try to get it underwritten," McLean says. "I kept hearing them say 'What you need is K-Zone' until I was sick of it, so I went to them and we did a very cost-effective deal. They bring to the table some great relationships with advertisers, and we profit-share all advertising sold into K-Zone on Sundays. It's now franchised around the world."
McLean admits chasing 13-to-18 year-olds is more difficult. "If you're into mass markets, you can't niche just for them," he says. Nevertheless, both Sundays have increased their celebrity/gossip content to attract younger demographics.
GREG Hywood, publisher of Fairfax's The Age in Melbourne, takes the long view, saying the loss of young adult readers is part of a life cycle. "It's always been that young people have got the newspaper habit at home with their parents, then move out and lose the habit in favour of other things, like having a good time," he says. 'It is al 《报纸业的新一轮出击(第7页)》
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Her answer was Body and Soul, an insert (now included in News Limited's main Sundays) devoted to health, beauty and vitality. "It is very visual, with lots of full-page images," says Cooper. "In the past couple of years we have gained 23,000 women 18-to-34, and a lot of men, too. They see Body and Soul as young and groovy – and they like looking at the pictures."
The Sunday Telegraph is also in a fight with its rival, Fairfax's The Sun-Herald, over the "little kids" market – seven-to-13 year-olds, who publishers would love to get a newspaper habit early in life. Last year, after Cooper revamped her comics section, The Sun-Herald replied with a lift-out called K-Zone. Editor Phil McLean says it is the result of a franchise agreement with Pacific Magazines, publisher of the K-Zone monthly magazine, which sells 150,000 copies.
We planned a new section for kids, and I went to advertisers to try to get it underwritten," McLean says. "I kept hearing them say 'What you need is K-Zone' until I was sick of it, so I went to them and we did a very cost-effective deal. They bring to the table some great relationships with advertisers, and we profit-share all advertising sold into K-Zone on Sundays. It's now franchised around the world."
McLean admits chasing 13-to-18 year-olds is more difficult. "If you're into mass markets, you can't niche just for them," he says. Nevertheless, both Sundays have increased their celebrity/gossip content to attract younger demographics.
GREG Hywood, publisher of Fairfax's The Age in Melbourne, takes the long view, saying the loss of young adult readers is part of a life cycle. "It's always been that young people have got the newspaper habit at home with their parents, then move out and lose the habit in favour of other things, like having a good time," he says. 'It is al 《报纸业的新一轮出击(第7页)》
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