The belief that newspaper readers are increasingly looking for comment and explanation is provided by the success of a new Dutch morning paper NRC Next which is aimed at a younger, well-educated audience.
After six months circulation has reached 70,000 against a first year minimum target of 40,000. About 70% of the readers belong to the target group of under 35s.
The Editors Weblog says the paper has little space reserved for “what, where and when, but more attention for how and why. Strong visual elements are used to draw attention to the central themes background, analysis and opinion”.
NRC Next draws much of its copy from the established paper NRC Handelsblad but has recruited 27 young people with creativity as the most important criteria for selection.