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Start ‘em Young: Developing Teens into Lifelong Newspaper Readers. Trennia Donohue University of St. Thomas May 18, 2004. Declining Readership of Newspapers. 72% of adults read Sunday newspaper in 1970 63% of adults read Sunday newspaper in 2002. Why Study Teen Newspaper Readership?.

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start em young developing teens into lifelong newspaper readers

Start ‘em Young: Developing Teens into Lifelong Newspaper Readers

Trennia Donohue

University of St. Thomas

May 18, 2004

declining readership of newspapers
Declining Readership of Newspapers
  • 72% of adults read Sunday newspaper in 1970
  • 63% of adults read Sunday newspaper in 2002
why study teen newspaper readership
Why Study Teen Newspaper Readership?
  • Generation Y 1978-1994
  • Largest generation since Baby Boomers
  • 33.7 million 12-18 year olds in 2005
  • Establish reading habits
what are the options for increasing readership
What are the Options for Increasing Readership?
  • Bring young readers to current paper
  • Develop new products for young readers
    • Chicago Tribune’s RedEye
    • Philadelphia Daily News’ Metro
research question
Research Question

Are there changes to the daily newspaper that would increase teen readership?

research methodology
Research Methodology
  • 3 East Metro high schools
  • Grades 9-12
  • 300 surveys
  • Administered in classrooms by teachers
response
Response
  • 75% response rate, 226 responses
  • 52% male, 48% female
  • 42% were 10th graders
slide9
How often do you read the newspaper? 56% read everyday or a few times a week80% read at least 1X per week
what sections do you read most often sports and variety express 1 st choice
What sections do you read most often?Sports and Variety/Express 1st choice.

Sports

Variety

Express

Comics

Comics

in the next 2 years you will as adults teens plan to read about the same
In the next 2 years you will:As adults, teens plan to read about the same.
  • Read the paper a lot more 35%
  • Read the paper about the same 60%
  • Read the paper less 5%
biggest reason for not reading comprehension is not an issue
Biggest reason for not reading?Comprehension is not an issue.
  • Not enough time/too busy 50%
  • Not interested 38%
  • Don’t have access 8%
  • Too hard to understand 2%
what would you like to see more of sports and coverage of young people important
What would you like to see more of? Sports and coverage of young people important.
  • More sports 26%
  • Stories on young people 22%
  • More photos 10%
how is this useful developing strategies
How is this useful? Developing strategies
  • Teens are reading newspapers
  • Particular sections/days of week are more highly read
recommendations
Recommendations
  • Target messages to teens in what they are reading
    • Add serial stories to encourage multiple day reading.
    • Promote teen stories in upcoming issues in highly read sections on popular days of the week.
recommendations20
Recommendations
  • Provide news summaries for time-pressed readers
  • Expose teens to newspaper more frequently through teen event sponsorship
    • Sponsor high school sporting events
    • Sponsor fashion events at area malls
conclusion
Conclusion

Research Question:

Are there changes to the daily newspaper that would increase teen readership?

YES!

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