Poland’s ‘Metro’ Named Young Reader Newspaper of Year

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By: E&P Staff

Metro in Poland was named 2010 World Young Reader Newspaper of the Year by the World Association of Newspapers and News Publishing (WAN-IFRA). Metro also won the top prize for public service with its widely followed debate and educational campaign that encouraged young readers to question their attitudes about Internet piracy.

World Young Reader Prizes recognize the best projects and activities to promote newspaper reading, on all platforms, among those under 25. Prizes are awarded in eight categories: brand, editorial, making the news, newspapers in education, public service, connecting with mobile, research-based strategies, and enduring excellence.

Descriptions of the winning projects can be found at www.wan-press.org/nie.

WAN-IFRA said that Metro captured the award for a successful “Total Youth Think” strategy, which incorporates content throughout its pages that young people can use in their everyday lives, and ties that content to events and initiatives that inspire young people to act, such as a roundtable on the future and it’s “School of Trust,” which encourages openness and cooperation.

Awards will be presented at the 12th WAN-IFRA Readership Conference, Nov. 16-17, in San Francisco, where several winners will describe their strategies.

World Young Reader Prizes are supported by Norwegian newsprint maker Norske Skog as part of its partnership in WAN-IFRA’s Newspapers in Education Development Project.

Other top winners, by category, were: India’s I-NEXT (brand) for its “Health Meter” campaign; South Florida Sun Sentinel, Fort Lauderdale, (Enduring Excellence) for its Teenlink editorial supplement; Germany’s Der Tagesspiegel (Making the News) for its Paralympic Post youth journalist project and supplement; India’s Malayala Manorama (mobile) for its “Connecting Youth” actions; Singapore’s The Straits Times (NIE) for “Straits Times Schools – Innovating the Old” project; Russia’s: Akzia (Research) for its “Top 50 Dream Employers” survey and supplement.

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