From the Top
From the Top
Reaping Results
Fall, the season of harvest, marks the fruition of two of the Foundation’s most significant projects in 2007: a research study on newspapers and civic engagement, and a white paper on incorporating electronic editions into Newspaper In Education programs.
“Lifelong Readers: Driving Civic Engagement” examines the role of newspapers in developing the community leaders of tomorrow. It is no secret that the future of our industry depends in large part upon attracting and retaining young readers. As this study indicates, the future of our nation may depend on that as well.
Young people who use newspapers for schoolwork and read newspaper content for teens are more likely to volunteer, vote and engage in civic expression as adults, the study shows.
The study reflects the input of more than 1,500 people ages 25 to 34, who were surveyed about their volunteer activities, political involvement and voting behavior. They also were asked to recall their newspaper habits as teens – specifically, whether they remembered using newspapers in class or for homework, and whether they read newspaper content for teens. Their responses indicate that as the number of newspaper influences in a teen’s life increases, the likelihood of future volunteerism, voting and civic expression rises dramatically.
The survey findings testify to the role that NIE and youth content programs play in helping young readers grow into civically minded, engaged adults – a role that helps to shape the future of both our industry and our nation.
“Digital NIE: A Guide to Using E-editions With NIE Programs” also results from the Foundation’s mission of growing lifelong newspaper readers. This 60-page white paper, prepared with assistance and insights from a task force of NIE professionals and newspaper executives, details the process of launching a digital NIE program.
It makes good business sense to consider the long-term benefits of cultivating brand loyalty with children and teens along with the prospect of increasing readership in the here and now. A digital NIE program has the ability to extend brand loyalty by delivering electronic editions of the newspaper to schools and students.
Electronic editions, and their inclusion in quality NIE programs, offer many benefits in a branding strategy: fast, easy access to youth sections and other content of specific interest to young people; environmentally friendly delivery (a plus for both teachers and the “green” generation of young readers); and a safe way for students to explore the world around them.
We hope that both the digital NIE white paper and the civic engagement study will plant the seed for renewed commitment to young reader programs – and the future of newspapers.
Sincerely,
Margaret Vassilikos
Senior Vice President/Chief Financial Officer
NAA and NAA Foundation
(571) 366-1010
vassm@naa.org
