Thousands of young readers in Holland are paying one Euro for each issue of a new Dutch daily.
'NRC Next' is attracting young, well-educated people, who were not regular newspaper readers before, according to the World Association of Newspapers.
The circulation of the newspaper reached 70,000 a day, after six months of opening. This is more than the 40.000 copies that were targeted for the first year.
The tabloid newspaper, drives 60 per cent of its content from the evening paper 'NRS Handelsblad', with which they it share the same newsroom The rest is produced by 27 young staff-writers.
Instead of presenting traditional news, NRC Next relies more on commentaries and analysis, presuming that readers have already picked up the routine news from other media. Strong visual elements are used to draw attention to the central themes.
The success is based on the non-conventional editorial approach, unlike other compact models like Die Welt Kompakt in Germany, the Espresso (De Standaard, Belgium) and London’s Standard Lite.
Subscribers have some choices. They can get NRC Next home delivered during the week. For an additional payment on the weekend the Saturday broadsheet of NRC Handelsblad is included.
Digital servicing and participatory journalism are part of the concept. People can order their subscription by SMS. They can send in news items and comments via emails. They can SMS a special code to know more about a certain subject. The editor deal with all reader complaints through a weblog.
NRC’s motto for its morning tabloid, “What’s Next?” has shaken up the Dutch newspaper market. Their secret weapon is adobting the qualities of a smart lifestyle.
'NRC Next' is attracting young, well-educated people, who were not regular newspaper readers before, according to the World Association of Newspapers.
The circulation of the newspaper reached 70,000 a day, after six months of opening. This is more than the 40.000 copies that were targeted for the first year.
The tabloid newspaper, drives 60 per cent of its content from the evening paper 'NRS Handelsblad', with which they it share the same newsroom The rest is produced by 27 young staff-writers.
Instead of presenting traditional news, NRC Next relies more on commentaries and analysis, presuming that readers have already picked up the routine news from other media. Strong visual elements are used to draw attention to the central themes.
The success is based on the non-conventional editorial approach, unlike other compact models like Die Welt Kompakt in Germany, the Espresso (De Standaard, Belgium) and London’s Standard Lite.
Subscribers have some choices. They can get NRC Next home delivered during the week. For an additional payment on the weekend the Saturday broadsheet of NRC Handelsblad is included.
Digital servicing and participatory journalism are part of the concept. People can order their subscription by SMS. They can send in news items and comments via emails. They can SMS a special code to know more about a certain subject. The editor deal with all reader complaints through a weblog.
NRC’s motto for its morning tabloid, “What’s Next?” has shaken up the Dutch newspaper market. Their secret weapon is adobting the qualities of a smart lifestyle.
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