Jeff Sigmund
NAA Director of Communications, (571) 366-1088
Jeff.Sigmund@naa.org
www.naa.org
February 1, 2011
LATEST NAA FOUNDATION RESEARCH PROVIDES INSIGHT ON HOW NEWS COMPANIES CAN REACH YOUNGER AUDIENCE
Arlington, Va. – New research released by the Newspaper Association of America Foundation finds that despite the gap between youth and news providers, clear opportunities exist to engage this increasingly critical audience.
This study, entitled Common Threads and prepared by the Media Management Center at Northwestern University, examines a decade’s worth of NAA Foundation research that, when laid end-to-end and supplemented by partner studies, gives new insights and fresh approaches for newspapers as they reach out to young audiences and grow readership.
“This research makes it clear that a ‘one size fits all’ approach is not ideal for attracting the newspaper readers of tomorrow,” said Margaret Vassilikos, senior vice president and treasurer of the NAA Foundation.
“Common Threads provides valuable insights on how newspaper companies can best engage young people in various life-stages – from elementary school to young adulthood – with a targeted approach that incorporates Newspapers in Education (NIE), teen sections, free newspaper products and other tools.”
The study recommends that news companies look at future consumers through one of six life-stage lenses: elementary school, middle school, high school, living alone or with roommates, living with spouses or partners and living with children. The report encourages newspapers seeking to reach young people (ages 5-17) and young adults (ages 18-34) to do the following:
- Choose a high-potential market segment
- Determine relevant life-stage information
- Seek engagement through the right content via the right delivery system
- Get feedback
- Refine content
The full report, as well as an executive summary, is available on www.naafoundation.org.
The NAA Foundation strives to develop engaged and literate citizens in our diverse society through investment in and support of programs designed to enhance student achievement through newspaper readership and appreciation of the First Amendment. The Foundation also endeavors to help news 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.