Word play: App engages young newspaper readers

Tokyo – Tokyo newspaper Tokyo Shimbun has teamed up with Dentsu Tokyo to create an augmented reality app that makes the newspaper more engaging and easier for young children to read.

The mobile app, which can be downloaded free from iTunes, features animations and commentaries that appear when children hold their phone over an article. It enables children to engage with difficult stories on social problems such as bullying, and makes subjects such as the economy and politics more interesting. Yoghurt brand Meiji and beverages company Kirin have also published adverts specifically targeted at children.

The Tokyo newspaper believes child-friendly content will help to contribute to family communication and child education.

Newspapers worldwide are searching for new ways to sustain their print readership as young digital natives become accustomed to consuming news in the digital space.

LS:N Global will profile the new generation of consumers for whom touchscreen technology is being used as an intuitive learning tool at our forthcoming Trend Briefing.