1. 18th WORLD EDITORS FORUM
Session: Innovation in print
Title: „Kleine Kinderzeitung“
Speaker: Thomas Götz
Mark your calendar
64th WORLD NEWSPAPER CONGRESS
19th WORLD EDITORS FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

2. „Kleine
Kinderzeitung“
| October 11 | Kleine Zeitung

3. Key facts – „Kleine Kinderzeitung“
• Kleine Kinderzeitung – Austria‘s first weekly
newspaper for children is an important
innovation in the media market
• Since January 2011 every saturday in Styria
and Carinthia, since June Vienna edition
• Target group: children between 6-11 years
• Circulation 18.000 copies (status: May 2011)
• „Kleine Kinderzeitung“ should inform, entertain,
surprise and inspire kids to read (newspaper)
• „Kleine Kinderzeitung“ is available only in
subscription Price: 4,90 Euro for subscribers of
Kleine Zeitung, 6,90 Euro für Non-subscribers
| October 11 | Kleine Zeitung

4. All topics from children‘s perspective
NEWS KNOWLEDGE/EXPERIMENTS
COVER
ANIMALS SPORTS
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5. BRAINTEASER
FEEDBACK/
PRICE WINNING GAME
U4, LAST PAGE
CREATIVE PROJECTS,
TIPS FOR THE FREETIME
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6. Rising circulation and break even in 2nd
month
Circulation development… …and positive impact on break even
• „Kleine Kinderzeitung“ had about
Break even 8.000 subsribers before the
launch – trust in the brand „Kleine
16.500 Zeitung“ was amazing
15.000
13.500 • Break even was allready achived
12.000 in february with 10.200 sold
10.500 copies
9.000
7.500 • Own editorial team (4 journalists)
6.000 – 2 in Graz, 1 in Carinthia and 1
4.500 for Vienna edition
3.000 • Layouter (Geolino), support
1.500 through Art-Director KLZ
0
Average circulation /month
Average subsribtion / month
| October 11 | Kleine Zeitung

7. Further monetization of the
community
• Kinderzeitung summer issue – 64 pages
> 9.90 Euro with „goodies“
> At kiosk without goodies – 5.90 Euro
• Kleine Kinderzeitung summer reporter
camps for children
> 2 weeks, reportercamps for children between
7-12 years
> Kids create their own newspaper, educators of
Kinderbüro and journalist of Kleine Kinderzeitung
guide through the workshops
> In the morning workshops, afternoon – time for
attractive leisure time activities, sports, play etc.
> This year sponsored by The City Graz, roll out
next year, depends on need and response
> Costs: 99 Euro
| October 11 | Kleine Zeitung

8. Price winning games
• Children have to paint, write stories etc. and
can take part on price winning games
• They can win prices for themselves or their
parents (e.g. holiday for the family on
mother‘s day)
• Cooperation partners – e.g. tourism Styria
• Tematically: freetime, health, holidays, books
etc. – clear benefit for the target group, of an
educational value!
| October 11 | Kleine Zeitung

9. „Quality check“ with readers and experts
Reader‘s feedback Expert‘s Feedback Education
• We are interested in topics • For content expertise we hav • Journalists of Kleine
children want to read in their an experts network in relevant Kinderzeitung get advice from
newspaper and topics which areas – writer of children experts, if needed (e.g. how to
affect children
books, children museum, cover topic „Bin Laden“)
• For that reason every week
we have editorial meetings Children‘s office Graz, Police • Special educational
in schools. We create a (safaty advices)psychologist, measures for journalists and
newspaper for children from teachers, austrian publishers layouter
children. It is no „translation“ (kids books), linguists
of the newspaper for adults • Networking with simular
• Bi-monthly feedback projects in Europe
• Editorial meetings are being
supported by „Kinderbüro meetings with experts, who
Steiermark“, teachers and were involved in product
other experts development, garantee further
• Maximum involvment of continuous development of
children means for example Kleine Kinderzeitung
that children are together with
journalists of Kleine
Kinderzeitung to interviews
with stars and ask their own
questions (e.g. Benni Raich,
Mirjam Weichselbraun etc.)
| October 11 | Kleine Zeitung

10. Successfull cooperations with attractive
partners
• Government department for education, culture
• After school care clubs
• Youth organisations
• Youth hostels and family hotels
• Hospitals
• Sport clubs
• Shopping-centers (kids care)
• Attractive leisure targets for children
• Politics – e.g. sponsoring of newspaper
subscribtions for socially disadvantaged
kids
• Tourism organisations
• Schools inspectors
• Libraries
• Media events – e.g. Antenne Steiermark
golf day for schools
Beside classical marketing activities several reasonable and very successfull cooperations were
realised in order to reach the target group with the product
| October 11 | Kleine Zeitung

11. Special advertising formats
• Tematically: health, sports,
animals, freetime, knowledge,
reading, books etc.
• Clients have the possibility to
deliver marketing materials and
goodies assembled with Kleine
Kinderzeitung
• Further special formats:
 Poster A3 e.g. Spar
 TipOn Card / Banderole
| October 11 | Kleine Zeitung