18th WORLD EDITORS FORUM

Session: Innovation in printTitle: „Kleine Kinderzeitung“Speaker: Thomas Götz

Vienna, Reed Messe Wien

Mark your calendar

64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM

www.wan-ifra.org/kiev2012

| October 11 | Kleine Zeitung

„Kleine Kinderzeitung“

| October 11 | Kleine Zeitung

Key facts – „Kleine Kinderzeitung“ • Kleine Kinderzeitung – Austria‘s first weekly

newspaper for children is an important innovation in the media market

• Since January 2011 every saturday in Styria and Carinthia, since June Vienna edition

• Target group: children between 6-11 years

• Circulation 18.000 copies (status: May 2011)

• „Kleine Kinderzeitung“ should inform, entertain, surprise and inspire kids to read (newspaper)

• „Kleine Kinderzeitung“ is available only in subscription Price: 4,90 Euro for subscribers of Kleine Zeitung, 6,90 Euro für Non-subscribers

| October 11 | Kleine Zeitung

KNOWLEDGE/EXPERIMENTS

ANIMALS

All topics from children‘s perspective

COVER

NEWS

SPORTS

| October 11 | Kleine Zeitung

FEEDBACK/PRICE WINNING GAME

BRAINTEASER

U4, LAST PAGECREATIVE PROJECTS,TIPS FOR THE FREETIME

| October 11 | Kleine Zeitung

Rising circulation and break even in 2nd month

0

1.500

3.000

4.500

6.000

7.500

9.000

10.500

12.000

13.500

15.000

16.500

Circulation development… …and positive impact on break even

• „Kleine Kinderzeitung“ had about 8.000 subsribers before the launch – trust in the brand „Kleine Zeitung“ was amazing

• Break even was allready achived in february with 10.200 sold copies

• Own editorial team (4 journalists) – 2 in Graz, 1 in Carinthia and 1 for Vienna edition

• Layouter (Geolino), support through Art-Director KLZ

Break even

Average circulation /monthAverage subsribtion / month

| October 11 | Kleine Zeitung

Further monetization of the community• Kinderzeitung summer issue – 64 pages

> 9.90 Euro with „goodies“> At kiosk without goodies – 5.90 Euro

• Kleine Kinderzeitung summer reporter camps for children > 2 weeks, reportercamps for children between

7-12 years> Kids create their own newspaper, educators of

Kinderbüro and journalist of Kleine Kinderzeitung guide through the workshops

> In the morning workshops, afternoon – time for attractive leisure time activities, sports, play etc.

> This year sponsored by The City Graz, roll out next year, depends on need and response

> Costs: 99 Euro

| October 11 | Kleine Zeitung

Price winning games

• Children have to paint, write stories etc. and can take part on price winning games

• They can win prices for themselves or their parents (e.g. holiday for the family on mother‘s day)

• Cooperation partners – e.g. tourism Styria• Tematically: freetime, health, holidays, books

etc. – clear benefit for the target group, of an educational value!

| October 11 | Kleine Zeitung

„Quality check“ with readers and experts

• We are interested in topics children want to read in their newspaper and topics which affect children

• For that reason every week we have editorial meetings in schools. We create a newspaper for children from children. It is no „translation“ of the newspaper for adults

• Editorial meetings are being supported by „Kinderbüro Steiermark“, teachers and other experts

• Maximum involvment of children means for example that children are together with journalists of Kleine Kinderzeitung to interviews with stars and ask their own questions (e.g. Benni Raich, Mirjam Weichselbraun etc.)

Reader‘s feedback

• For content expertise we hav an experts network in relevant areas – writer of children books, children museum, Children‘s office Graz, Police (safaty advices)psychologist, teachers, austrian publishers (kids books), linguists

• Bi-monthly feedback meetings with experts, who were involved in product development, garantee further continuous development of Kleine Kinderzeitung

• Journalists of Kleine Kinderzeitung get advice from experts, if needed (e.g. how to cover topic „Bin Laden“)

• Special educational measures for journalists and layouter

• Networking with simular projects in Europe

Expert‘s Feedback Education

| October 11 | Kleine Zeitung

Successfull cooperations with attractive partners

Beside classical marketing activities several reasonable and very successfull cooperations were realised in order to reach the target group with the product

• Government department for education, culture• After school care clubs• Youth organisations• Youth hostels and family hotels• Hospitals • Sport clubs• Shopping-centers (kids care)• Attractive leisure targets for children• Politics – e.g. sponsoring of newspaper

subscribtions for socially disadvantaged kids

• Tourism organisations• Schools inspectors• Libraries• Media events – e.g. Antenne Steiermark

golf day for schools

| October 11 | Kleine Zeitung

Special advertising formats

• Tematically: health, sports, animals, freetime, knowledge, reading, books etc.

• Clients have the possibility to deliver marketing materials and goodies assembled with Kleine Kinderzeitung

• Further special formats: Poster A3 e.g. Spar TipOn Card / Banderole