By: E&P Staff The Brazilian tabloid Zero Hora won the World Association of Newspapers (WAN) Young Reader Newspaper of the Year Wednesday for what judges called "an astonishing loyalty level among the young."
Using what it calls ?Total Youth Think? techniques, Zero Hora has a 78% percentage rate among young people aged 20 to 29 in its markets and 71% among those aged 15 to 19.
?Through its all-encompassing view of youth as an integral part of its staff
and a key part of its audience, Zero Hora has attained an astonishing
loyalty level among the young,? the contest judges said.
Included in Zero Hora?s entry in the contest were an editorial linking to the ?firsts? in a child?s life, a contest celebrating hyperlocal identity, and a promotion that uses stickers to teach kids about Brazil?s 19th century revolutionary period.
This was not a first for Zero Hora, a 183,000-circulation tab that won WAN Young Reader prizes in 2004, 2007 and 2008.
Sharing the Young Reader Newspaper of the Year award with Zero Hora was the much smaller, 22,000-circulation Express & Echo in the United Kingdom.
The paper was lauded for its ?Green Team Project? that judges said encouraged ?youngsters to develop a relationship with their local newspaper as they learn to think green and produce school projects that will help the environment.?
Among the winners in other categories was Journal des Enfants of France, in the Press Freedom category, for the ?Free my Daddy!? special supplement focusing on the testimonials of the children of jailed journalists.
Dagblad de Limburger/Limburgs Dagblad of The Netherlands won in the Brand category for its election of the ?Coolest Teacher in Limburg? project, ?which created links to students, to the community and to teachers in a fresh, fun manner.?
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