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Objective: to increase readership of The Times amongst younger readers. Target audience: 18-24 age group. Introduced Presspass ? a student discount plan, using vouchers. Media: press - young people's publications and professional titles as well as Times and Sunday Times, supported by leaflets. Evaluation: achieved 53,511 applications. Advertising proved more effective than leaflet distribution. Increase in number of regular purchasers. Increase in circulation and therefore revenue. Presspass increased The Times' 18-24 readership by 27,000 - above the target