Getting Gen Z to read newspapers

Can you get Gen Z to read a newspaper? Especially in this digital age? - Times of India did.

They got two things right:

1. The awareness campaign: Driving over 2.5 billion reach and 55 million views. Most importantly, daily readership of the print edition rose by 19%
   
   

2. The product: They curated their city edition, specifically creating content that Gen Z would want to consume and that wasn’t otherwise available digitally.

Background

The Times of India (TOI), India's leading English-language newspaper, faced a significant challenge as readership among the youth declined due to the rise of digital media. Young readers increasingly preferred social media platforms over traditional newspapers, leading to a drop in readership per copy (RPC) and advertising revenues. To counter this trend, TOI launched the Flirt with Your City campaign aimed at engaging young digital natives and increasing brand preference and daily readership.

Objectives

The campaign had two primary objectives:

1. Engage Young Readers: Connect with young audiences on their preferred platforms and encourage them to explore their cities.
2. Increase Readership: Boost daily readership and brand preference among the youth demographic.

Campaign Strategy

TOI reimagined its Metro Supplement (TIMS) to cater specifically to younger audiences, focusing on hyperlocal content that resonated with their experiences. The campaign involved several key components:

• Signature Raps: Five unique raps were created, reflecting the personality and quirks of different cities. These were performed by local artists and incorporated local dialects and cultural references.
  
  
• Digital Integration: Content flowed seamlessly between print and digital formats, encouraging user-generated content through social media platforms like Twitter, Facebook, and Instagram.
  
  
• Interactive Elements: Features such as "City Flirt," "Best Kept Secrets," and crosswords engaged readers in a playful manner, prompting them to share their own stories and experiences.