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Newspapers & The Younger Audience

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Newspapers & The Younger Audience. Duane Sweep. 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.

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slide1

Newspapers &

The Younger Audience

Duane Sweep

what s with newspapers teens and young adults
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

the ramp read printed newspapers
The Ramp:Read Printed Newspapers

%

Source: 2002 NAA Telephone survey

short term age gap increases in yesterday readership
Short-term ‘Age Gap’ IncreasesIn ‘Yesterday’ Readership

Source: MORI Sample Market

long term age gap increases in yesterday readership
Long-term ‘Age Gap’ IncreasesIn ‘Yesterday’ Readership

Source: MORI Sample Market

slide6

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

slide7

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

slide8

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

internet gains popularity as news source
Internet Gains PopularityAs News Source

Daily Newspapers

Internet for News

Local TV News

Source: 2000 NAA Media Usage Study

source for local news
Source for Local News

%

Source: NAA Telephone survey; Used Internet for local news

source for local entertainment
Source for Local Entertainment

%

Soruce: 2002 NAA Telephone survey; Used Internet for local entertainment news

slide12

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

slide13

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

slide15

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
slide18

Newspapers &

The Younger Audience

Duane Sweep

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