I’ve written before that despite the rise - and the relevance of online communications and explosive growth of sites like Twitter in particular - we should not give up on the printed word.
My own idea was for the UK newspaper industry to join together to put out a PR Brief to see if it was possible to make newspapers relevant – and cool – to the influential target younger target age group who have none of the familiarity and buying habits of their parents?
French President Nicolas Sarkozy has gone a big stepfurther. He is giving 600million euros in emergency aid to the French newspaper industry so that every 18 year old in France can get a year’s free subscription to a newspaper of their choice. The French view is that the “habit” of buying a newspaper takes root at a very early age.
It is an experiment which will be watched with interest everywhere.
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