The Times: Regaining the Younger Reader - IPA Effectiveness Awards Case Study 1990

Brief Description: Objective: to increase readership of The Times amongst younger readers. Target audience: 18-24 age group. Introduced Presspass ? a student discount plan, using vouchers. Media: press - young people's publications and professional titles as well as Times and Sunday Times, supported by leaflets. Evaluation: achieved 53,511 applications. Advertising proved more effective than leaflet distribution. Increase in number of regular purchasers. Increase in circulation and therefore revenue. Presspass increased The Times' 18-24 readership by 27,000 - above the target; ;---(TAGS)--- Full Title: The Times : regaining the younger reader ; Number: 1990/320 ; Brand Name: Times, The ; Client: News International ; IPA_ProductCoding: Media (Newspapers) ; Agency: Saatchi & Saatchi ; Author: Caroline Sharp ;