Note: This is one of a series of posts from the America East 2007 conference in Hershey, Penn. (See more coverage from the first day of America East .)

Attracting Younger Audiences
Speakers: Laura Randisi, FlipSide Editor, Jason Cox, Entertainment Reporter, York (Pa.) Daily Record

The York (Pa.) Daily Record and Sunday News turned a 12-page, family-oriented publication into a 36-page publication and accompanying Web site aimed at two audiences—families with young children and that coveted demographic, 18-to-34-year-olds.

"We needed a brighter, better, fresher publication," Laura Randisi, FlipSide editor, said at "Attracting Younger Audiences." FlipSide magazine’s "Going Out" targets 18-to-34-year-olds, and "Fun for All," is aimed at families with young children.

The paper extended the brand to a Web site, flipsidepa.com, which offers an events calendar, blogs, podcasts and online contests. FlipSide also has a branded MySpace page that entertainment reporter Jason Cox uses to promote content from FlipSide, find sources and local bands.

 -- Lisa Rabasca, Presstime Magazine