The speaker proposes a Media Literacy project called MEDIALAB to promote digital inclusion among young people and seniors in Portugal. MEDIALAB establishes workshops at two newspapers that give visitors hands-on experience in how newspapers are produced in the digital age and the importance of news and information. Over 200 students participate daily, totaling 50,000 annual visitors who learn about media history and production. The goal is to develop new, younger audiences for the newspapers and increase media literacy.

1. WORLD YOUNG READER ROUND TABLE
Title: Media Literacy project for Digital Inclusion
in the 21th century
Speaker: Alexandre Nilo Fonseca
Mark your calendar
64th WORLD NEWspApER CONGREss
19th WORLD EDITORs FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

2. MEDIALAB:
Media Literacy project for Digital
Inclusion in the 21th century
Alexandre Nilo Fonseca
Chief Marketing Officer, Controlinveste Media Group
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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3. The Internet Revolution
• The internet has become an integral part of our daily life.
• It changed way we work, communicate, shop, have fun and
even LEARN.
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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4. More than 2B users
The Internet Revolution 5x more since 2000!
~25%
~60%
~80%
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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5. 200 years 5 years
PERMANENT
MUTATION OF
MEDIA
Audeince (%)
Media
consumption
has changed
more in the
Today last 5 years
than in the
previous 200.
2010 – Everything is social. The individual is in the center
2007 – TV is no longer main media.. Social netowork rule.
2004 – the world is online. Consmuer decides what to see
1998 – Internet becomes relevant
1990 – TV becomes main media for news
1960 – Radio become newspaper’s competitors
1900 – Read the news (newspapers mainly)
1800 – face to face communication
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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6. The Internet Revolution
1998 2001 2004 2005 2006 2007 2008 2010
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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7. Challenges for Newspapers
• Population is ageing. Newspaper readers are typically 50y+. Most of
the non-users of internet are in this age group.
• Seniors undertand the role of Media but are usually digital
excluded.
• Majority of young people use computers and internet. High
penetration of mobile phones.
• Young people are digital natives but have dificulty in using
information and producing content
• Newspaper market in a very mature stage in Europe and USA.
• Internet market in growing rapidly and dominated by under 35y
6 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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8. “The digital era should be about
empowerment and emancipation.
Background or skills should not
be a barrier to accessing this potential.
A key area of action is enhancing
digital literacy, skills and inclusion”
Digital Agenda for Europe, May 2010
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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9. MEDIALAB:
A Media Literacy project
for Digital Inclusion in
the 21th century
controlinveste World Newspaper Association Congress, Vienna, 12th October2011
Building Strong Brands The information in this document and any attachment may contain legally privileged, proprietary and confidential information
that is intended for this presentation attendee(s) only. If you are not the intended recipient, you are hereby notified that any
disclosure, Copying, distribution, retention or use of the contents of this information is prohibited.

10. Our Country
PORTUGAL
Territory – 92.090 km2
Resident Population - 10.637.713
Fontes: INE
Avrg. Life Expectancy: 78,9 years
(Man: 75,8; Fem.: 81,8)
Iliteracy (as % of pop.): 5,1%
9 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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11. Media Consumption
PORTUGAL
Source: Marktest; Comissão Europeia; Mediacope Europe
Daily Newspaper Readers
2.8 million (27%)
TV Viewers:
7.5 million (71%)
Radio Listeners:
4.6 million (44%)
Internet Users:
5.7 million (54%)
70% of internet users say they use it to access news
10 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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12. Controlinveste National Daily Newspapers
JORNAL DE NOTÍCIAS DIÁRIO DE NOTÍCIAS
~ 1.000.000 daily readers ~ 300.030 daily readers
Popular Daily Newspaper Reference Daily Newspaper
Founded in 1888 Founded in 1864
11 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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13. Develop new audiences
MEDIALAB – Young Readers Program
The purpose of the MediaLab
is to provide young audiences
with a perspective on how
newspapers are made in the
21th century and the
relevance of news and
information in our days.
12 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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14. Develop new audiences
MEDIALAB – Young Readers Program
• 2 locations: Diário de Notícias, in Lisbon and Jornal de Notícias in Oporto
• 5 Media Workshops: 1st Page and Editorial Sections (10-18y); University;
Family; Seniors. New workshops in 2012.
• 3 hour experience (History of the Newspaper, History of communication and
Media; Hands-on Workshop)
• +200 students per day = 50.000 visitors in a year (Students, Families and Seniors)
• 120 computers + 4 Interactive Boards + Permanent Team of 12 people
• Multimedia Auditorium @ DN
13 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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15. Develop new audiences
MEDIALAB – Young Readers Program
• Internet site and Facebook page
• Editorial involved in experience from the programme and content development to
day to day operation (an editor goes to each visit)
• “Journalist Vest” + “Official Accreditation” + Own Frontpage + Birthday page
• Next day Photo Coverage in newspaper
• Portuguese Office of UNESCO; Portuguese Representation of the European
Parliament; Portuguese Ministry of Education; WAN Young Readers Prize
• www.medialab.dn.pt (Diário de Notícias)
• www.medialab.jn.pt (Jornal de Notícias)
14 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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16. alexandre.n.fonseca@controlinveste.pt
www.controlinveste.pt
15 controlinveste World Newspaper Association Congress, Vienna, 12th October2011
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