1. My task: making the daily newspaper fresh and more interesting to a younger young audience. Jake Graves

2.  The 3 rd most-popular daily paper.  Metro has no cost.  There are regional papers in currently 17 major cities nationwide.  Their target audience are workers that commute twice daily in these urban cities. What is the Metro?

3.  Metro wants to be appealing to a younger audience, people who have just left secondary school, who are now travelling to work or further education. (16+)  Metro attempts to make dull, repetitive, mundane commuting more fun an enjoyable, considering what a younger audience is after. What their brief wants…

4.  My idea is to include a variety of linked articles, trending topics and challenges throughout the Metro, covering current interests of this younger audience.  My original idea was to have just one section for younger readers, but it became clear that they would only read that section, while older readers would avoid it completely.  Challenges are where the reader has to go though the entire paper, finding the amount of photos of a celebrity.  These are the articles and pages… My concept…

5. New content…  The Met?  There would be a daily column (The Met) written by a different media personality every day that appeals to younger audiences.  Writers could include Scott Mills, Chris Moyles, Chris Evans and Jeremy Clarkson (who writes articles for The Sun.)  Challenges?  Every day in the quiz section of the Metro, there will be a challenge to see how many photos of a trending media personality/fashion/actor were in the paper.  Readers could either text in or use app-scanners. The prize would be a video or music download.

6. New content… The different articles would all be linked with a particular theme/music trend/fashion.  What’s on?  There would be a section devoted to upcoming events and live gigs.  This could be linked with The Met.  Mp3 downloads?  Again, linked to the daily column of current trends, there could be a free daily Mp3 download, promoting upcoming and new artists.