[100 Million Funding Club] Why did discerning parents choose the Utatta Newspaper out of all the children’s newspapers available?

"Even if you don't tell me to read it, I just wait for the day the newspaper comes, read it, read it again and again." This is the review of my parents who received the Uttata newspaper, which arrives in the mailbox under my child's name every two weeks. The elementary school children's newspaper carrying New York Times articles, Woodpecker's "Utatta Newspaper," collected 36 million won on the first day of its opening and exceeded 100 million won on the 14th day. 

It was the strict parents who chose this newspaper that didn't pick a book or a video easily. There were several people who had already subscribed to other children's newspapers and quit. How did the woodpecker answer that strict standard? In this 100 million funding club, let's take a look at why parents chose Utata Newspaper. 

Kids, teaching aids and stationery | As of November 11 (under funding)

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There are a lot of children's newspapers, but why do they keep piling up from house to house?

The desire to give a child a good reading is the same in any house. So let's subscribe to children's newspapers and magazines at least once. The problem is next. There are many cases where children quickly lose interest in the content they subscribe to and cancel it. There were many stories of parents who experienced this situation in the community of Uttasinmun.

"I've subscribed to a newspaper twice and failed, but I've never seen you read it so carefully."
"Magazine hardly touched it as if it felt like homework, but Uttata Newspaper has articles that children are interested in, such as farts, wakbubol, and insect cards, so I really enjoy reading them."

I'm not saying that the existing content is poor or that the price is burdensome. I bought it for him, but he doesn't open it. What was difficult for these parents was not to choose good reading, but to let the child unfold on his own. The moment your child feels like a 'homework' to read, no matter how well-made the newspapers start to pile up on one side. 

Many parents sighed at the appearance of starting workbooks or newspapers and piling up without reading them. So I purposely made the Uttata newspaper every two weeks. 
The newspapers don't pile up, but rather wait. It contains a children's magazine, but it's thin and large and it's a real newspaper, so your child can open it without any burden. 
While I spend two weeks reading the article, writing down my thoughts and talking with my family, my child will be waiting for the next newspaper.

Not learning to memorize answers, but learning that leads to curiosity

I'm sure you remember that when you were young. I was curious about the stories that adults exchange, so I asked, "What's that?" I asked him, and he said, "You don't have to know yet.The experience of receiving the answer. CEO Yoo Ji-eun, who created the Utata Newspaper, also said that he was a child who was very disappointed by the words. That's why they say children deserve to know what's going on in the world right now.

When you become an adult, you can understand the situation. Things are intertwined for many reasons, so I often get speechless in front of a child's question, "What's wrong with that?" The Uttata Shimbun is a newspaper that makes children understand how the world works and develop their thoughts on behalf of adults who are difficult to explain.

The Utata Shimbun does not try to tell you a fragmented world by saying, 'This is what the world is like, memorize this and guess the answer.' 
Instead, so that the child's curiosity continues without interruption, so that the story read today spreads to tomorrow's curiosity, 
I want to help you grow up to be a child who cares about the world.

This idea is in the composition of the ground. The article begins with a story that a child will be curious about first, such as brain science and amusement park magic pass through Waxbubol. And at the end of the article, instead of the correct answer, there is a question, "What do you think?" A child can go into a QR code, leave his or her opinion, and read other friends' thoughts. The difference is clear compared to the 'homework-like reading' we saw earlier. The supporters felt the difference.

"My child especially likes the section where he leaves children's opinions. He read the article again, thinking about what to write, saying he wanted to leave an opinion, and wrote it down hard."

Instead of explaining it, I let him read it first

But one problem remains here. No matter how well you say "the newspaper your child opens first," it's hard for parents who have twice failed to subscribe to the newspaper to believe it. That's what other newspapers would have said at first. The woodpecker maker entrusted the child with persuasion. In the first week of the scheduled opening, we sent a sample PDF to those who applied for notification and a paper newspaper with the child's name to the experience group. I recommended it to the supporters like this.

The Uttata Shimbun is a tabloid-sized newspaper that cannot be contained in A4 output. 
Please let our children know if they really like it, let them hear it in their hands and read it while feeling the physical properties of the paper.

Then, the pre-open community began to pile up "scenes my child reads," not introducing newspapers. The last thing parents who choose educational content want to check is 'Will my child really read it?' The woodpecker maker made the maker experience and decide directly with the family, rather than answering the question himself.

"I started watching it while eating, and after I finished eating, I sat in the bed and kept reading. He read it all and asked me to subscribe quickly."
"I read it as soon as I got the experience board and they said it was fun. I put the rest in my school bag so I can read and talk with my friend

As a result, funding reached 100 million won in two weeks. In the scheduled opening stage, we recruited an experience group and gathered reviews to boost the funding power. 

To my strict parents, I showed them "how I chose it" rather than "what I put on it."

Children's newspapers are already familiar to Wadiz. In the last 12 months, children's newspapers accounted for half of the projects that exceeded 100 million won in the kids' teaching tools and stationery category. If there are many similar products like this, the words that are put forward become similar. Other children's newspaper projects in the same category put learning routines in front of them, such as "10 Minutes a Day," "One Day," and "Study Habit." The Uttata newspaper went in the opposite direction. The title was 'real newspaper, not study papers'.

The woodpecker knew exactly who was going to pick this newspaper. In the news, he calls his clients "more demanding caregivers than anyone who doesn't easily pick a kid's book or a video." To those people, the phrase 'I published a good article' has no power. So, two weeks before the opening of the woodpecker, I took out the criteria for selecting articles in the new news.

I also revealed who's using it. The 17th-year children's book editing team writes and inspects topics that have passed this standard, and does not write AI-generated materials and images.

Utata is a children's newspaper and doesn't lower the standards. It conveys in-depth topics with a high degree of completion. Every line of what you read and every image you see now becomes the standard for a child.

It was this part that supporters picked up in the comments that they liked it.

"I like it more because it's not an AI writing, but because the writers paid attention to it."
"I even deal with topics I wouldn't normally look for, and it's especially good that there are standards for how to tell the story. It's also the reason why I trust and subscribe to Utata Newspaper."

People who don't pick a book easily see the process of choosing it as much as the result. The way to satisfy a strict customer was not to make a flamboyant appointment, but to show signs of being strict before the customer.

100 million funding, it was never an easy achievement  

This is the third time that woodpeckers have Wadiz funding. The first funding in 2022 was 3 million won, and the second funding in 2024 was 3.36 million won. And the third funding, Utata Newspaper, exceeded 100 million won. Even brands that didn't perform well for the first time can join the 100 million funding club. If you find where the customer is disappointed, create an opportunity for him to check for himself, and show me the criteria I've taken first. If I apply the insights of the Utata Newspaper project to my brand, what should I start with? 

What if it's applied to my brand? Please write down the criteria that the customer is most strict with, and give the customer a way to check those criteria for themselves. If you're preparing your first product: Ask the customer why they bought a similar product and stopped using it. That's the starting point of the product. If you're preparing for your first round of funding: Before you increase your description, prepare a sample or experience opportunity for your customers to try before opening. If you're a maker who's funded: see if our introduction only has "reason why the product is good" and "based on what you put in and take out" is not missing. At Wadiz, you can get a notification request while delivering a new production story during the scheduled opening period. Check out our upcoming guide for preparation.

tip. Two things to watch together in operations

• I put a deadline on the benefits right after the opening. If you participate within 24 hours of opening, you will get two newspapers, and if you participate within 24 to 72 hours, you will get one more newspaper, which was announced in advance in the new news the day before the opening. Take a look at the Early Bird Options guide as well.
• I posted 19 new news. There are 12 cases before the opening and 7 cases after the opening. Like the story I made, the reward guide, and the frequently asked questions, I wrote it by changing the subject to what supporters would be curious about then.

of the Uttada newspaper 
100 Million Funding Club Lesson Run

① Instead of the answer: I turned a pile of newspapers into ones that felt like homework, into ones that made my child want to speak his mind.

② Read it first: We sent samples and paper newspapers before opening, so parents could check their child's reaction for themselves.

③ Criteria for Picking Revealed: I answered the criteria of strict parents by revealing the criteria for choosing articles and who writes them first.

Find the criteria that our customers are most strict with

A strict customer is not a hard customer to persuade, but a customer who has a clear idea of what they want to check. The Utata newspaper had the maker write down the criteria first, and let the parents check the child's reaction. If you want to see and validate what criteria my product's target customers respond to, start your first project in Wadiz now.

Making My Project

What if you're already getting ready? Register to open →

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A good success story when you look at it together

• [100 million funding club] Wadiz has exceeded 100 million for two consecutive times, the secret of Shift Kids' success
• [100 million funding club] Dudu Story, which has collected 110 million won through shadow theater by digging into parents' parenting concerns
• [100 million funding club] 400 million won achieved with 240,000 won philosophy book set! How to change customer's hesitation to payment

When is the best time to recruit the experience group?

Uttata Shimbun finished recruiting the experience group in the first week of its scheduled opening. We secured time for the paper newspaper to arrive and the reviews to accumulate before opening. For those who have difficulty sending the actual product, we have a separate sample PDF that you can receive immediately after applying for notification, and we continued the event of sending the latest issue until the day of opening when we left a review.

What is the best way to advertise educational products?

In the last 12 months, four out of eight projects that exceeded 100 million won in the Wadiz Kids' "parishes and phrases" were children's newspapers and two were learning books. It's a category where a lot of payments are gathered in a child's reading. That's how many similar appointments we have. Instead of putting the learning effect ahead, Utata Shimbun explained the difference from other products with one line: "Workbook lets you find the correct answer, Utata Newspaper asks questions."

*What the maker is talking about is organized based on what he wrote in the new news of the project.

Update 2026.11.11