The global "Young Reader DNA" study, undertaken for the World Association of Newspapers by Toronto-based D-Code, aims to develop better global and local strategies and tactics for delivering news and information content froù news organisations to more young readers.

"Young people are developing their relationship with news and information providers in their critical formative years," said Aralynn McMane, Director of Young Readership Development at WAN. "Newspapers need to better understand young readers to more effectively create content for this often underserved group. Marketers need to develop new approaches to bring youth to newspapers, and to bring newspapers to youth, and convince advertisers to be involved in the process."

The global study will develop an understanding of the opportunities and threats facing the newspaper industry as it adapts to the needs of young readers; develop benchmarks for youth news and information consumption that allows for comparison at a local, national and international level; develop an effective segmentation model for youn news and information consumers; and develop a set of tools for attracting and retaining young readers.

The study will be a centerpiece of the Young Reader Conference, organised by WAN and hosted by the Newspaper Association of America Foundation. The theme of the conference, to be held at the Capital Hilton, is "Making New Connections." Full details are available at www.wan-press.org/washington.

Newspapers wishing to contribute to the global research project should contact Dr McMane at amcmane@wan.asso.fr.

Other conference sessions include:

  Targeting age groups, which will examine what is working to attract different age groups: innovative editorial strategies, marketing initiatives, convergence techniques and newspapers in education projects.

  "Total Youth Think," which will focus on moving news and information for young readers from the "ghetto" of special youth pages to the newspaper as a whole, without alienating older readers. Speakers in the session include Esben Seerup, Managing Editor of Fyens Stifstidende, a Danish regional newspaper that adopted a "Total Youth Think" strategy following a session on the subject at the World Young Reader Conference in 2005.

  Roundtable sessions, in a variety of languages, in which delegates can share their young readership and newspapers in education strategies.

  30 Great Ideas in 30 Minutes, a regular World Young Reader Conference event that collects the best young reader strategies from around the world and presents them -- rapidly.

  How We Did It, which includes reports from World Young Reader Prize winners who were honoured for their innovative and successful young reader initiatives.

  The Other Connections, which will present the lessons from other media and industries that have built strong relationships with young people.

  Straight from the Source, in which young people from seven countries will share their thoughts on what special sections, in-school programmes and newspapers as a whole can do to better engage them and their peers.

  And much more! Full details at www.wan-press.org/washington.

Simultaneous interpretation will be provided in English, French, German, and Spanish.

The 7th World Young Reader Conference is also supported by Norske Skog, the Norway-based international paper manufacturer, and by the Newspaper Association of America. It is also sponsored by leading US newspaper companies, including Schurz Communications Inc., Landmark Communications Inc., The Washington Post, Cox Newspapers,Inc. and Gannett Company Inc.

Sponsorship opportunities are still available: contact Donna Pentier, Director of WAN Training & Events, dpentier@wan.asso.fr.

The Paris-based WAN, the global organisation for the newspaper industry, represents 18,000 newspapers; its membership includes 76 national newspaper associations, newspaper companies and individual newspaper executives in 102 countries, 12 news agencies and 10 regional and world-wide press groups.

Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail: lkilman@wan.asso.fr.