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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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Newspapers &

The Younger Audience

Duane Sweep


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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


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The Ramp:Read Printed Newspapers

%

Source: 2002 NAA Telephone survey


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Short-term ‘Age Gap’ IncreasesIn ‘Yesterday’ Readership

Source: MORI Sample Market


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Long-term ‘Age Gap’ IncreasesIn ‘Yesterday’ Readership

Source: MORI Sample Market


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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


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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


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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


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Internet Gains PopularityAs News Source

Daily Newspapers

Internet for News

Local TV News

Source: 2000 NAA Media Usage Study


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Source for Local News

%

Source: NAA Telephone survey; Used Internet for local news


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Source for Local Entertainment

%

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


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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


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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


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


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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


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


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


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Newspapers &

The Younger Audience

Duane Sweep


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