February 28, 2011
Engaging tomorrow’s news audience today: Report
Today’s youth are (hopefully) tomorrow’s news audience; but too often the news industry has treated kids, teens, and young adults as a fairly monolithic group. New research from the Newspaper Association of America has taken a closer look at this demographic segment, and offers some lessons about how news organizations can start engaging youth now…
In a recent report, Common threads: Linking NAA Foundation research to today’s young media consumers the NAA foundation and Medill’s Media Management Center encourage the news industry to think more deeply about youth and media:
For example: “Growing older does not cause an increase in newspaper readership just because age has a relationship with newspaper readership. To put it directly, a 16-year-old female high-school student does not use media just because she is 16 or female, but more likely because of who she is and how she fits within her social context,” says the report.
The report identifies three life-stage groups of youth and young adults, and explores the potential, opportunities, and pitfalls of engaging each, with examples from real-world projects.
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Tags: research, demographics, youth
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