Jeff Sigmund
NAA Senior Communications Manager, (571) 366-1088
Jeff.sigmund@naa.org
www.naa.org
April 6, 2009
NEW NAA FOUNDATION RESEARCH SHEDS LIGHT ON WHAT TEENS WANT FROM ONLINE NEWS SITES
Latest research conducted by the Media Management Center at Northwestern University
Arlington, Va– New research sponsored by the Newspaper Association of America Foundation finds that teens have a strong desire to be knowledgeable about the news, but their tendencies to feel “time-starved” and overloaded with information options drive them more toward the “quick news fix” such as search engines or generic portals like AOL and less toward newspaper Web sites.
The study, which was conducted by the Media Management Center at Northwestern University, used 90-minute focus groups with 96 teens ages 13-18. Participants were asked to comment on various prototype news site home pages and individual story pages. The participants identified three approaches they typically look for in news Web sites:
- A site that encourages interest in the news by focusing attention on a few important stories that are accompanied by photos.
- A home page that provides a general sense of the day’s relevant news with simple but enticing pitches for individual stories.
- Individual story pages that supplement stories with background and related information, illustration and multiple entry points – all broken into manageable sizes.
"In our focus groups, it was clear that teens were not looking for a ‘youth news site’ that focuses mostly on lifestyle and entertainment content,” said Jeanne Fox-Alston, vice president of the NAA Foundation. “What they really want are news sites that do news well – not dumb the news down or pretend that the writers of the site are experts in teen culture.”
The 12 focus groups were held in six U.S. cities: Denver; Philadelphia; Fort Lauderdale; Fresno, Calif.; Springfield, Ill.; and Orangeburg, S.C. Responses from the teens were similar to those of adults who are light readers, according to the researchers. Therefore, the report recommends creating a new type of site – not just for teens, but for all people who lack experience with news and have a limited amount of time to get engaged in it. This approach not only would serve teens better, but also would attract a larger underserved adult audience.
The study -- “Teens Know What They Want From Online News: Do You?” – builds on previous studies of young people conducted in 2008 by the Media Management Center. It was released today during the annual meeting of the Newspaper Association of America.
NAA Annual Convention
Researchers from the MediaManagementCenter presented the study to attendees of the NAA Annual Convention, held April 5-7 at the Manchester Grand Hyattin San Diego.
Note to press: For the annual meeting and the AP luncheon especially, media representatives are strongly encouraged to REGISTER IN ADVANCE with the Newspaper Association of America (there will not be a press room onsite). The AP and NAA are coordinating to share media credentials registration information for expedited access to events.
Members of the working press may request press credentials in advance by contacting NAA Senior Manager, Communications Jeff Sigmund at 571.366.1088 or jeff.sigmund@naa.org. All news media will be asked to show photo identification and current press credentials from a news organization. NAA reserves the right to refuse credentials.
Sponsors of NAA’s 2009 Annual Convention are: Adicio, Inc., Audit Bureau of Circulations, BurrellesLuce, CCI Europe, CNN Newsource Sales, Inc., Donald W. Reynolds Journalism Institute, MojoPages.com, Muller Martini Corp., Mutual Insurance, ppi Media US Inc., TKS, Transcontinental Printing and USA WEEKEND Magazine.
About the NAA Foundation
The Newspaper Association of America Foundation strives to develop engaged and literate citizens in a diverse society. The Foundation invests in and supports programs designed to enhance student achievement through newspaper readership and appreciation of the First Amendment. The Foundation also endeavors to help media companies increase their readership and audience by offering programs that encourage the cultivation of a more diverse work force in the press. Information about the Foundation and its programs may be found at www.naafoundation.org.