i next firms up youth focus with new look for 2013

i next firms up youth focus with new look for 2013

Author | Abid Hasan | Wednesday, Jan 02,2013 8:01 PM

i next firms up youth focus with new look for 2013

For the first time since its inception in 2006, the bilingual compact daily from Jagran Prakashan is re-launching in a brand new ensemble, coinciding with the onset of the new year.

Sharing the objective behind the revamp, Alok Sanwal, COO and Editor, i next said, “The facelift has been given to impart to the young readers a taste of unique reading experience in terms of distinctiveness of news, quality of information and entertainment quotient.”

He added, “The paper now has an accentuated youth feel and I am sure it shall be closer to the youths’ hearts and more in conjunction with their needs and aspirations.”

Set to reset the counters, the paper has been re-introduced to the young audience in an aggressive and attractive way. It has undergone a complete overhaul in terms of content and design. A lot of new editorial fixtures have been incorporated to engage the youth, which include updates about latest mobile apps for school going teens to job opportunities for young professionals. The presentation and styling of the content has been switched to a higher side with a new font, aggressive packaging and racier headlines.

The web avatar of i next also goes under the scalpel and is coming up with a sleeker version of the youth infotainment junction. A lot of new fixtures for engaging and connecting with the young, progressive audience are being introduced.

Revealing the rationale behind the development, Sanwal said, “Lot of crucial and quick changes have happened in the last 5-6 years in the print/ digital industry. Most of them triggered by the young audience, who are now savvier, smarter and much more aware. Therefore, continual innovations in terms of content marketing are needed to reach them and give them the content they want, in the way they relish.”

Emphasising on i next’s upcoming audience engagement initiatives, Sanwal believes that social media plays a key role in connecting to its readers. “Engaging the young audience is not a virtue anymore, it is the need. Social media being the catalyst, it is also the key tool to cultivate and measure their reading habits, pattern and behaviour. The latest avatar of i next, both digital and print, imbibes much avenues for this relationship building through new readers connectivity initiatives,” he concluded.

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