Young Readerswould be written from the perspectiveof a young woman. Headlines wouldbe full of “you” and “how,” “our” and“we”: “Five sandals you must have forspring.” “Throw a shower for under$75.”4. Every story must have a payoff.Our time is precious, we demand apayoff such as: learning about a newproduct or trend (“the one skirt youmust have for fall”); picking up a newskill (“how to make handmade paper”);getting useful, real-life information(“five questions you must ask at yournext annual exam”); getting in on asecret (“how the experts throw dinnerparties”), or getting research done forus (“10 romantic day trips”).5. It will offer instant gratification.Yes wouldn’t just tell you thatcoral is the new color for jewelry. Itwould show you three cool coral pieceswe found locally, tell you exactly wherewe got them, and provide Web links, ifavailable. On our Web site, hot linkswould take you right to the productyou were reading about.6. It can’t contain “old” news. Justlike your best friend, we must be thefirst one to tell you something. News isnever so exciting the second or thirdtime you hear it. So we’d be quick. Realquick. If we printed something out ofstyle, out of fashion or out of touch,we’d do more than print a bad story.We’d weaken the credibility of the entiresection. And credibility is everything.7. It will be local. We’d run celebritypictures, but then we’d tell youwhere you could get their look locally.We would take fashions from New Yorkand show you how to wear them inPhoenix.8. We can’t be snarky. We wouldbe hip, but not exclusive. We wouldadvise, not lecture.9. We will be trustworthy. If wesaid something would be all over theclubs, it had to be. When we said pinkwas the new white, readers had to trustus. To help us in this mission, wewould form a “Style Council.” Thisgroup would include “official” people,like department store buyers. But italso would include “real” people, likethe woman at the Nordstrom’s cosmeticcounter who picks your perfectlipstick on the first try.10. Advertising is content. Weknow young readers buy magazines asmuch for the advertising as the editorial.We recognized that the ads in thissection must match the tone of thestories. In addition to the right ads,sales reps must get the right advertisers.Yes Is LaunchedYes launched on November 15, 2002.Readers can get the magazine either inthe newspaper, at one of 1,200 freerack locations around the city, or onlineat yes.azcentral.com. Twice a week, wesend Yes e-mail newsletters to onlinesubscribers, and our partner NBC televisionstation, KPNX-Channel 12, producesweekly Yes segments for its morningnews show. In April, we alsobroadcast a prime-time television special,Yes Next, that ran after “Friends”and before “Will & Grace.”What has been the reaction? We’rebolstered by what we’re hearing fromyoung women now, which is muchdifferent than we heard just over a yearago:• “I love this new section of the newspaper.I look forward to reading iteach week.”• “I am a self-professed magazinejunkie and fashion-aholic … and Ireally enjoy your publication. Theidentification of the challenge ofmaking the fashion of L.A. and N.Y.available and accessible to Arizonaand even So Cal fashionistas wasdead-on.”• “I love reading Yes. I never looked inthe paper until my mom showed methe fashion section. Now I actuallylook forward to seeing The Republicon Fridays.”And our quantitative measures areshowing positive responses, too. Weekafter week, virtually all of our 1,200free rack locations are emptied of copies.Our Web site has had tremendoustraffic, and each week Yes slideshowsdraw more than 200,000 page views. Ittakes some time to grow an audiencein a market of this size. But researchtells us that young women who see Yeslike it and that they say they’d buy thepaper just to get it. And women of allages have told us how much they likethis new approach, even though it’sclearly targeted at younger readers.Nearly a year into Yes, this magazine-styletabloid is still evolving, andso are we. It hasn’t been all easy going.To make this work, a newspaper staffhad to learn how to do magazine-stylewriting and design. And some staffersquestioned whether this type of productbelonged in the newspaper at all.But as we’ve grown more accustomedto our mission, lessons from Yes havebegun to be applied to other parts ofthe newspaper. New education pagesare consumer driven with narrowlyfocused stories and lists and charts thatprovide easily accessible and helpfulinformation. A new Sports page calledQuick Hits—with an ESPN The Magazinekind of attitude—is layered withbits of news and talk from and aboutsports personalities.Targeting young readers isn’t a onetimepush. As the current group agesand the next generation emerges, theirneeds and wants will change, as well.The only way to stay relevant is tochange with them. This is exhaustingfor some, invigorating for others. Forme, it’s a great challenge—one we allneed to find ways to meet. ■Nicole Carroll is deputy managingeditor/features of The Arizona Republic,which won first place inGannett’s 25 to 34 Review for outstandingachievement in taretingyounger readers. Carroll was the keyeditor in the Yes—Your EssentialStyle section’s development andcontinues to supervise the publication.nicole.carroll@arizonarepublic.com36 <strong>Nieman</strong> Reports / Winter 2003
Young ReadersWriting Stories to Reach Young Adults‘I put more of myself in stories by integrating my experiences and my thoughts andpreferences in what I write.’By Leslie KorenIdevoured Anna Quindlen’s NewYork Times’s columns as a teenager.I knew which days they appearedand ran to get the paper. I readabout AIDS, motherhood, politics andfeminism—definitely not light topics. Idon’t suspect they were written specificallyfor suburban high school students,but they helped me make senseof a world that seemed terribly confusing.I am now a journalist working at theheart of my New Jersey newspaper’seffort to reach young readers. LastDecember I moved from The Record’scrime beat to its features section withthe nebulous charge of writing forpeople in their 20’s and early 30’s. Ioften reflect back on what lessons I canlearn from that young reader sitting atthe kitchen table reading Quindlen’swords.I wanted this assignment because,having just turned 30, I knew what aninteresting and complex time this canbe, especially with so many in my generationdelaying marriage and families.We are searching in different ways forour right career path, our great love,and for a more complete understandingabout ourselves. Along the way, weare creating new types of relationshipswith friends and parents, within communities,and in our homes.Writing for Young AdultsAs a reader and staff reporter, I didn’tsee these <strong>issue</strong>s reflected in our pagesand, in the spring of 2002, I wanted anew challenge. So I proposed writing acolumn, profiles or features directed atmy peers. Eventually our editor, FrankScandale, combined all three and offeredme a shot. Almost a year later, Iam still trying to figure out how best tohone such a broad idea into specificExcerpts From Leslie Koren’s StoriesMy editors told me I’d need to lose theformal newspaper tone and spice upmy stories when I took on this assignment.Now I write using the first person,directly address the reader, andjust try to have fun. Some excerptsfrom my stories:stories and how to incorporate thesestories into a daily newspaper.There are many days when I wonderwhat young readers want to hear fromme and my paper, if anything.Though I hear of many new publicationsoffering short snippets to youngerreaders, my gut and some reader responseinstruct me to move in a differentdirection. So I try to craft wellwritten, informative pieces in a comfortableand friendly voice. To do this,I address the reader directly. I putmore of myself in stories by integratingmy experiences and my thoughts andpreferences in what I write. In my roleas a feature writer, I want to speak tothat part of the young reader that is stilldeveloping and coming into its own. Iwant to help them make sense of theirworld and encourage them to think forthemselves.• I don’t even remember exactly whatmy boyfriend had done wrong, onlythat it made me very unhappy. NowI can see that the relationship wasregrettable from the start. But at thetime, I was new to the area anddesperate to be anything but single.And so I did as generations of females,faced with similar and notso-similarquandaries, have oftendone—I asked a girlfriend what todo. A week later, after following herguidance and giving him the silenttreatment, we officially broke up.Another girlfriend told me never toseek that friend’s advice again.Women, it seems, are programmedto solicit counsel. Natureor nurture, I can’t say, but I’ve spentenough hours on both ends of thetelephone to qualify as an expert onthe <strong>issue</strong>. Apparently, so have dozensof other women, many of whomalso had the forethought to put theirso-called expertise into a book proposal,land an agent, and get it published.• More than 40 years later, the book,including [Helen] Gurley Brown’sadvice on finding, attracting andenjoying men, is going back on themarket. In a new introduction, shewrites about the great strides allwomen, including those without ahusband, have made since her tellallwas first published, particularlyin the career world. It’s perfect timing.We modern single girls coulduse a dollop of this 81-year-old’sfeistiness. We may have come a longway—and there may be a lot more ofus out there—but being solo, especiallyin your 30’s, still means sloughingoff friends, family and coworkerswho pity you for the lack of a ringon your finger and self-help gurusproffering the quickest way to getone. In Gurley Brown’s world—where pink colors the walls and aneedlepoint pillow proclaims,Continued on page 38.<strong>Nieman</strong> Reports / Winter 2003 37