Target group: ages 15 to 18

Country: Puerto Rico

Newspaper: El Nuevo Dia

Year: 2007

How they did it

In Puerto Rico, El Nuevo Dia's initiative brought eight high school students to develop a sustainable and unique product and brand for teenagers called LOGON (a name that highlights the interactive web element of the product). Beforehand, a six-week training session was organized to give the students the tools and skills to develop the product.

Topics addressed in the training included: content and graphic design, naming the product, methods of distribution (i.e., via print, web or mobile), positioning (i.e., brand characteristics), and advertising. The sessions also touched on fundamental journalistic themes such as what constitutes news, journalism ethics, and steps on how to write articles, briefs, blogs, make videos and photography and how to conduct interviews.

At the start of the school year the product was distributed to schools in the metropolitan area. Corresponding websites and social network sites were also set up to tap into the technological trends of the day. Therefore, with using a variety of mediums for broadcasting the work the publication was able to reach a much wider audience.

Support

Advertising covered half of the costs for both the paper and the program training.

Results

Daily circulation of 200,000 and 250,000 on Sunday. 5,000 copies were distributed throughout high schools in the metropolitan area. 600 further copies were given to students who participated and their respective schools. Varying Internet sites for the project received between 10,000 and close 20,000 hits. The editorial staff received 500 messages of support.

Website: http://www.elnuevodia.com

Contact

El Nuevo Dia

Loren Ferré

P O Box 9067512, San Juan,

Puerto Rico 00906-7512

loferre@elnuevodia.com

(787) 641-1304