NEWS16 February 2010

Opinion Matters teams up with kids’ newspaper for panel


UK— Children’s newspaper First News has partnered with research agency Opinion Matters to launch a panel of 7-14-year-olds.

Launched in May 2006, First News is the UK’s leading weekly newspaper for 7-14-year-olds. The paper had a weekly circulation of around 40,000 last year and, according to a YouGov survey, reaches a readership of 763,000, thanks largely to its distribution in schools.

Children are recruited for the First News Research panel, with parental consent, through the newspaper and its website. So far the panel has just under 4,000 members, a figure which Opinion Matters said is “rapidly increasing”. The agency said its aim was to build “an active and engaged panel that can deliver robust and swift responses”.

The paper’s editorial director is Piers Morgan, and it is edited by former BBC editorial director Nicky Cox.

Cox said: “As one of our key aims is to raise the profile of children’s views and opinions in society, creating a panel of children that brands and organisations can tap into for their views and opinions is an important partnership for us.”

Karen Brooks, managing director of Opinion Matters, said: “We are delighted to be partnering with First News to create access to such a difficult to reach but important sector. It will enable youngsters to voice their opinions and be listened to by brands and organisations. All too often, adults try to put their view of the world onto children, but through this panel children will feedback to and influence decision makers who directly impact on their lives, as well as provide users with more accurate insight and strong editorial angles.”