“There are no secrets and no codes to crack regarding young people and how to reach them. There is just a lot of work.”

“Young people are not aliens.”

Anne Kari Jacobsen, Chief Analyst for A-Pressen Group, Norway

“People want to be linked, and newspapers can help them do it.”

Grzegorz Piechota, Special Projects Editor, Gazeta Wyborcza, Poland

“To get in touch with a young audience, you need to give this work to people who are really close to this generation.”

Boris Trupčević, general manager, 24sata, Croatia

“Free subscriptions are not a cure-all remedy, especially if there is nothing of interest to young readers in the newspaper. But they are the backbone of several initiatives to meet the needs of youth.”

Jeanne-Emmanuelle Hutin, Ouest France, co-chair of the French Presidential Youth-Press Commission, France, on the French initiative to give free subscriptions to young people.

“We believe young people will read newspapers. The key is to treat them seriously.”

Joanna Parczyńska, Director of Free Press Division, Agora, Poland

“The role of the newspaper is to get yong people interested in news. Because if they develop an interest, they get the habit. There are democratic imperatives in this going forward.”

Michael Smith, Executive Director, Media Management Center, USA

“The most important thing of all is to try new approaches. The media world is changing quickly and the younger target group has needs that are different from earlier generations. Creativity, flexibility and speed become important success factors. You have to dare to test boundaries - without fear of failure. You have everything to gain.”

Anna Holmquist, chief editor, familjeliv.se, Sweden

“Don’t underestimate young people. If it’s big news, they are interested in it.”

Ulla Appelsin, Deputy Editor, Ilta-Sanomat, Finland

"How do you attract young readers if you don’t write about subjects of interest to them?"

Alex Fordyn, General Secretary, Vlaamse Dagbladpers, Belgium