The trick to selling newspapers to students
Wednesday 21 November 2012
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.
20 celebrity degrees you'd never suspect
Ingenious ways of making money, without even having to get up off your backside
Oxford student who killed herself after breaking up with her boyfriend had been 'harassed' by a lecturer, inquest told
Pancake recipes on a budget: Easy, delicious pancakes you can cook on a student budget
Oxbridge slides down the latest university world rankings as US institutions tighten their grip on the top spots
Apple's Tim Cook: Business isn’t just about making profit
Thousands of young people forced to go without food after benefits wrongly stopped under 'draconian' new sanctions regime
Ukraine crisis: New navy chief 'defects' and surrenders Crimean HQ as Putin claims ultranationalists forced intervention
Britain's top vet sparks controversy with call for ban on slashing animals' throats in 'ritual' slaughters for halal and kosher meat products
Ukraine crisis: Russia dismisses '3am ultimatum' as 'total nonsense'
If you're horrified by a flame-roasted dog, you should be shocked at a hog roast
- 1 Saudi preacher who 'raped and tortured' his five -year-old daughter to death is released after paying 'blood money'
- 2 Academy members voted for Oscar-winning 12 Years A Slave 'without watching it'
- 3 Orgasm machine to deliver climax at the push of a button
- 4 Liam Neeson turned down James Bond role to marry Natasha Richardson
- 5 Livr: A social network only for drunk people
£12000 per annum: Inspiring Interns: A small but growing chain of boutique hot...
£12000 per annum: Inspiring Interns: The company works with Tier 1 FTSE 100 Ba...
£1000 per month: Inspiring Interns: Our client is a start-up mobile app develo...
£6.31 per hour: Inspiring Interns: This growing predictive analytical software...