It's never too early to begin building loyalty to your newspaper. This study tour will examine companies that have successfully connected to young people ages 12- to 16-years, the key life stage for adopting the newspaper reading habit and the lasting link to a newspaper brand on other platforms. We will examine highly successful niche newspapers as well as other media companies that have attracted and captivated this audience by offering it a core social network and a way to participate in making the news.

Day one - Tuesday 5 February
Welcome dinner  / Daily Motion

14h - 18h = Participants arrive in Paris

Hilton Paris Hotel

18 Avenue de Suffren
75015 Paris
Tel: +33 (0) 1 44 38 56 00
Fax: + 33 (0) 1 44 38 56 10

From 17h00
Welcome cocktail in the Bar Suffren

18h00
Bus transfer from the hotel to Daily Motion

18h30
Visit to Daily Motion, the European YouTube

49-51 Rue Ganneron
75018 Paris
Tel: + 33 (0) 1 77 35 11 11

In less than three years, the video-sharing website Daily Motion has quickly grown to become the European YouTube, with more than 80 staffers, 38 million unique visitors monthly and 15,000 daily video contributions. Daily Motion has made agreements with many traditional news outlets to host their content for free and provide them with increased visibility. But the platform also hosts many pure players, whether professional or citizen, who regularly post news items, one of the site's three most-visited content categories.

With Martin Rogard, Director France, Daily Motion
Gregory Dray, Advertising Director, Daily Motion

20h15
Bus transfer from Daily Motion to Restaurant Les Ombres

20h45
Welcome dinner
Les Ombres

Musée du quai Branly
Portail Alma
27 Quai Branly
75007 Paris
Tel: +33 (0) 1 47 53 68 00

Day two- Wednesday 6 February
Interacting with young readers & niche approaches

9h00 = Meet in the lobby


09h15
Bus transfer from the hotel to Skyrock

10h00 - 12h00
Visit to Skyrock - creator of SkyBlog, Europe's star blog platform

37 bis Rue Grénéta
75002 Paris
Tel: +33 (0) 1 44 88 82 87

Skyblog is an ever-expanding social network and blogging platform, dubbed by some the French MySpace. The site was created in 2002 and now counts over 12 million blogs & 6 million user profiles. Unlike many successful social networks, Skyblog was originally born from traditional media, the radio station Skyrock, generally the most popular radio station in the 13-24 demographic. The Skyblog platform enabled the radio to tune in more closely to its readers and gather data about their interests.

With Pierre Bellanger, CEO, Skyrock

12h00
Bus transfer from Skyrock to Play Bac

13h30
Working lunch with students and Introduction to Play Bac newspapers - a company with unique experience and knowledge about young readers

14 Rue Minimes
75003 Paris
Tel: +33 (0) 1 44 61 01 19

Play Bac Presse publishes three home-delivered, daily newspapers for children and adolescents in France totalling 200 000 circulation. A key to the editorial success of the operation has been letting readers become involved in the process. Participants will learn some core elements of this strategy that can be useful in any adult newspaper. The visit will concentrate on the business strategies for Mon Quotidien (for 10- to 13-year-olds) and l'Actu (for 14- to 16-year-olds, as well as the company's other youth-centered activities.

With François Dufour, Play Bac Co-founder and Editor of Mon Petit Quotidien, Mon Quotidien and l'Actu, Dr. Aralynn McMane, Director of Young Readership Development, World Associaiton of Newspapers, Martine Dyrska, Play Bac Marketing Director
 
14h30
The best daily exercise, then editors discuss with students how they have set up a new front page based on the day's newspapers.

15h15
The business model of Play Bac - how it is sustainable with a readership that always changes.

16h00
The Latest in Young Readership Research - Robert Barnard, Partner and Founder of Decode, the Canadian youth strategy consultancy that is conducting an international study for WAN on the youth and information needs of young.

17h00
Bus transfer from Play Bac to hotel

20h00
Dinner
Hilton Paris Hotel 
Restaurant Pacific Eiffel

Day three- Thursday 7 February:
Blogs in Paris, a young reader newsroom in London

08h45
Meet in the lobby

09h00
Bus transfer from the hotel to l'Equipe

09h30
Visit to l'Equipe - creator of a new E-editon sports newspaper for the young

4 Rue Rouget de Lisle
92130 Issy les Moulineaux
Tel: +33 (0) 1 40 93 20 20

L'Equipe, the French sports daily, will offer a preview of l'Equipe Junior, an innovative online edition with a print-like design and Harry Potter-like features for children from nine to 14, set for launch on 15 February. L'Equipe Junior combines online characteristics with a print look and also pictures that move and content that magically enlarges as the cursor moves over it. Content will cater to sports interest among youth while offering content linked to classroom work in mathematics and other subjects.

With Julien Lizé, L'Equipe Junior Project Manager
Audrey Vacher, L'Equipe Junior Editor-in-Chief
(Other speakers to be confirmed)

11h00
Bus transfer from l'Equipe to Paris Nord Station

13h01 - 14h34
Paris - London by Eurostar - first class - Lunch on board

14h45
Bus transfer from London Station Pancras to The Newsroom

15h00
Visit to The Newsroom, a unique place in Europe for young readers created by The Guardian & Observer

Guardian and Observer Archive and Visitor Centre
60 Farringdon Road
London EC1R 3GA
Tel: +44 (0) 20 7886 9898

Giving children a rewarding experience in journalism offers newspapers an unparalleled advantage in creating awareness and excitement over other kinds of companies seeking to create loyalty. The Newsroom does that with fast-paced workshops in which students either create their own front page or a website.

The Guardian also publishes an online news service for schools, learnnewsdesk, to foster young peoples' engagement with the news while enhancing the classroom curriculum. Used in about 5000 schools across the UK, learnnewsdesk includes daily news stories, votes, quizzes, class activities and podcasts, all produced by Guardian editors specially trained in writing for young people. Pupils can also submit their own written and podcast reports which can then be published on moderated message boards.
Workshop (90 minutes) with Margaret Holborn, Head of Education, The Newsroom
Lucy Haire, Head of Learn.co.uk

16h30 -17h15

16h30  Special session: Social Networks - myspace.com, facebook.com and now kaioo
Speaker: Dr. Thomas Kreye, founder

The new Kaioo social network offers privacy and a democratic and totally non-profit identity and counts as a major new player "in the growing revolt against social networking sites that rummage through the personal information of members and turn it over to advertisers. (IHT, 2 December 2007)."   Its founder will offer an update on the social network landscape and tell us why this new approach has appeal to the young.


17h15-17h45
Visit with Oink, the business newspaper for children.

Children's author Ernest Henry noticed children ages 7 to 12 years didn't know a thing about money and how to spend wisely or, better yet, save so he invented "Oink" a newspaper to help them learn. The 5-year-old free monthly newspaper has attracted massive sponsorship and a considerable audience.

17h45-18h15
Overview of latest UK mobile strategies targeting the young

Mark Challinor, veteran newspaper marketer turned mobile guru, will demonstrate how mobile marketing can be the missing piece in a strategic marketing plan to reach young people and will show practical examples on how media companies are starting to embrace the power of the handset to reach this audience.

18h15
Bus transfer from The Newsroom to the hotel
Park Plaza Riverbank London

18 Albert Embankment
London SE1 7TJ
Tel: +44 (0) 20 7958 8000
Fax: +44 (0) 20 7769 2400

20h00
Bus transfer from the hotel to Marriott Hotel County Hall

20h15
Dinner
Restaurant at London Marriott Hotel County Hall

London County Hall, Westminster Bridge Road
London, SE1 7PB
Tel: +44 (0) 207 928 5200

Day Four- Friday 8 February
Niche approaches for TV, Print & Mobile

08h15
Meet in the lobby

08h30
Bus transfer from the hotel to BBC

09h30
Visit to the BBC

BBC Television Centre
Wood Lane
London W12 7RJ
Tel: +44 (0) 20 8743 8000

How is a venerable news and entertainment institution coping with the new interests and information demands of the latest generation of young people? We'll find out what's worked, and not, in the BBC's experimentation with niche approaches.

With Sinead Rocks, Editor, Newsround
Helen Shreeve, Leader of the BBC News School Report Project
Anthony Simon, Interactive Executive

11h00
Bus transfer from BBC to Apple

11h30 - 13h00
Visit to Apple.
Meeting with Alan Bennett, Deputy Director of the Education Department.

One Hanover Street,
W1S 1YZ, London
Tel: +44 (0) 20 7184 1081

13h10 - 14h30
Working Lunch / Meeting at Apple with Peder Engrob in charge of newspaper relations

14h30
STUDY TOUR ENDS