The trick to selling newspapers to students

 

i has launched a marketing campaign aimed at getting students to engage with the paper, and I have been lucky enough to be chosen to represent the paper at the University of Kent. The task of promoting a paper to students is a difficult one, for all sorts of reasons.

Firstly, I should add a disclaimer. These are not meant as patronising stereotypes, they will not necessarily be applicable to every student, although I can say with some certainty that they apply to all of my friends at university as well as myself.

Students are poor. Perhaps we’re not ‘impoverished’ as such but, in this day and age, money (or the lack thereof) is at the forefront of a student’s mind. You will not have to look far to find stories of student unrest concerning an increase in tuition and accommodation fees, with demonstrations in the UK still continuing. So why spend money on a newspaper?

In a round-about answer to that question we come to our second commonality: students love free stuff. When I handed out free copies of i outside our campus store, passers-by accepted them with a mixture of distrust, surprise, and gratitude. On giving out a free week’s worth of vouchers for i, one of my friends commented that the total saving made by these vouchers (£1.20) wasn’t all that much. Well, that is one of i’s selling points: affordability.

Does the seriousness of a newspaper conflict with the student’s sense of fun? I would say no: advertising for the iQuiz, a pub quiz organized by i (of which one of the rounds is ‘in the news’), I have seen students keen to pick up the paper and start studying for the chance of winning.

Of course this is not to say that i is so fun that it contains a weekly drinking-game suggestion. It is a genuinely intelligent and serious paper, one which students can respect, and which I have heard a student call the most impartial and unbiased paper he knows. The fact that i are trying to reengage with students is a sign that we are recognized and that our opinions and concerns are important.

Many students feel jaded with politics and current affairs in a world that seems completely out of our control, and it is great to be approached by an intelligent paper which does not purposefully patronise our youth, but is rather interested in our engagement with a world which we may one day lead.

Chad Greggor is one of i's 18 student brand ambassadors.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Life and Style
Sainsbury's could roll the lorries out across its whole fleet if they are successful
tech
Arts and Entertainment
tv
Sport
Ojo Onaolapo celebrates winning the bronze medal
commonwealth games
Arts and Entertainment
Rock band Led Zeppelin in the early 1970s
musicLed Zeppelin to release alternative Stairway To Heaven after 43 years
Arts and Entertainment
High-flyer: Chris Pratt in 'Guardians of the Galaxy'
filmHe was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star
Arts and Entertainment
'Old Fashioned' will be a different kind of love story to '50 Shades'
film
Life and Style
fashionHealth concerns and 'pornified' perceptions have made women more conscious at the beach
Arts and Entertainment
Tracey Emin's 'My Bed' is returning to the Tate more than 15 years after it first caused shockwaves at the gallery
artTracey Emin's bed returns to the Tate after record sale
Arts and Entertainment
Smart mover: Peter Bazalgette
filmHow live cinema screenings can boost arts audiences
Environment
Neil Young performing at Hyde Park, London, earlier this month
environment
News
i100
News
Prince Harry is clearing enjoying the Commonwealth Games judging by this photo
people(a real one this time)
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs Student

Graduate / Trainee Recruitment Consultant - IT

£25000 per annum + OTE £40,000: SThree: Orgtel are seeking Graduate Trainee Re...

Cover Supervisor

£45 - £60 per day: Randstad Education Chester: Job Opportunities for Welsh Spe...

Cover Supervisor

£45 - £60 per day: Randstad Education Chester: Job Opportunities for Welsh Spe...

Cover Supervisor

£45 - £60 per day: Randstad Education Chester: Job Opportunities for Welsh Spe...

Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Day In a Page

Save the tiger: The animals bred for bones on China’s tiger farms

The animals bred for bones on China’s tiger farms

The big cats kept in captivity to perform for paying audiences and then, when dead, their bodies used to fortify wine
A former custard factory, a Midlands bog and a Leeds cemetery all included in top 50 hidden spots in the UK

A former custard factory, a Midlands bog and a Leeds cemetery

Introducing the top 50 hidden spots in Britain
Ebola epidemic: Plagued by fear

Ebola epidemic: Plagued by fear

How a disease that has claimed fewer than 2,000 victims in its history has earned a place in the darkest corner of the public's imagination
Chris Pratt: From 'Parks and Recreation' to 'Guardians of the Galaxy'

From 'Parks and Recreation' to 'Guardians of the Galaxy'

He was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star
How live cinema screenings can boost arts audiences

How live cinema screenings can boost arts audiences

Broadcasting plays and exhibitions to cinemas is a sure-fire box office smash
Shipping container hotels: Pop-up hotels filling a niche

Pop-up hotels filling a niche

Spending the night in a shipping container doesn't sound appealing, but these mobile crash pads are popping up at the summer's biggest events
Native American headdresses are not fashion accessories

Feather dust-up

A Canadian festival has banned Native American headwear. Haven't we been here before?
Boris Johnson's war on diesel

Boris Johnson's war on diesel

11m cars here run on diesel. It's seen as a greener alternative to unleaded petrol. So why is London's mayor on a crusade against the black pump?
5 best waterproof cameras

Splash and flash: 5 best waterproof cameras

Don't let water stop you taking snaps with one of these machines that will take you from the sand to meters deep
Louis van Gaal interview: Manchester United manager discusses tactics and rebuilding after the David Moyes era

Louis van Gaal interview

Manchester United manager discusses tactics and rebuilding after the David Moyes era
The children were playing in the street with toy guns. The air strikes were tragically real

The air strikes were tragically real

The children were playing in the street with toy guns
Boozy, ignorant, intolerant, but very polite – The British, as others see us

Britain as others see us

Boozy, ignorant, intolerant, but very polite
Countries that don’t survey their tigers risk losing them altogether

Countries that don’t survey their tigers risk losing them

Jonathon Porritt sounds the alarm
How did our legends really begin?

How did our legends really begin?

Applying the theory of evolution to the world's many mythologies
Watch out: Lambrusco is back on the menu

Lambrusco is back on the menu

Naff Seventies corner-shop staple is this year's Aperol Spritz