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Newspapers & The Younger Audience

Explore the changing dynamics between newspapers and the younger audience as preferences shift towards online media for news, entertainment, and advertising. Discover key insights from research studies and surveys on age gaps, media attributes, and the increasing popularity of the internet as a news source.

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Newspapers & The Younger Audience

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  1. Newspapers & The Younger Audience Duane Sweep

  2. What’s With Newspapers& Teens and Young Adults • The young-adult market is steadily moving away from newspapers • ‘Age Gap’ increasing • Newspaper and attributes • News, Entertainment and advertising • Day-parting with the online audience Source: Scarborough Research, top 50 U.S. markets

  3. The Ramp:Read Printed Newspapers % Source: 2002 NAA Telephone survey

  4. Short-term ‘Age Gap’ IncreasesIn ‘Yesterday’ Readership Source: MORI Sample Market

  5. Long-term ‘Age Gap’ IncreasesIn ‘Yesterday’ Readership Source: MORI Sample Market

  6. Teens Say Quick, Timely, Entertaining Are Top Media Attributes Source: 1998 NAA Study, Competing for the Markets of the Future: An Up Close Look At The Media Teens Rely On

  7. Newspapers Don’t Match Top Attributes Teens Want Source: 1998 NAA Study, Competing for the Markets of the Future: An Up Close Look At The Media Teens Rely On

  8. Teens More Likely To See Internet With Top Attributes Source: 1998 NAA Study, Competing for the Markets of the Future: An Up Close Look At The Media Teens Rely On

  9. Internet Gains PopularityAs News Source Daily Newspapers Internet for News Local TV News Source: 2000 NAA Media Usage Study

  10. Source for Local News % Source: NAA Telephone survey; Used Internet for local news

  11. Source for Local Entertainment % Soruce: 2002 NAA Telephone survey; Used Internet for local entertainment news

  12. Primary Sources for Local Advertising • Age <24 years • Radio 58% • Television 56% • Newspaper 40% • Newspaper.com 37% % Source: MORI Online survey of 11,000 adults

  13. Media Influences on Purchases in Past Year • Age <24 years • Television 56% • Internet 38% • Radio 33% • Magazines 29% • Newspapers 27% % Source: MORI Online survey of 11,000 adults

  14. News InterestsAcross Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’

  15. Online Content Interest by Daypart If used 8 am-11 am, 11 am-1 pm, 1 pm-6 pm, 6 pm-10 pm • Services • E-mail • Maps & directions • Online banking & bill-paying • Message boards, instant messaging or online chat • Research for business reasons • Research for a personal hobby • News • Weather conditions or forecasts • Breaking news • Local or regional news • National or world news • Business & financial news, such as stocks • Offbeat news • Medical/health info • Sports scores/info • ET & Leisure • Local events & things to do • Movie, theater or event times • Travel or destination information • Multimedia features, such as movie clips • Online games & interactive features • Downloading music or other file-sharing

  16. Service InterestsAcross Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’

  17. Leisure InterestsAcross Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’

  18. Newspapers & The Younger Audience Duane Sweep

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