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New Blood Entry — Platform Classics

Award: Yellow Pencil

Penguin / 2020

18-30 year olds are known as the time-poor generation. With working hours increasing and leisure hours decreasing, reading is becoming less of a priority. The appreciation of the Classics has reduced and for a generation that is constantly on the move they have become indigestible and unachievable.

With over 50% of commuters being under the age of 30, how can Penguin target this ‘on the go’ age group and make use of their lost time?

Platform Classics is a newspaper platform which uses popular culture and contemporary references to increase the accessibility of the Penguin Classics to a time-poor generation.

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