Newspapers & The Younger Audience - PowerPoint PPT Presentation

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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. 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

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

  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