The funny thing about young people and young adults is that are not getting any older. We are. Despite the gap between youth and news providers, clear opportunities exist to engage this increasingly diverse audience of digital natives.
This 2010 report examines a decade’s worth of Foundation research that, when laid end-to-end and supplemented by partner research, gives new insights and fresh approaches for newspapers as they reach out to young audiences and grow readership. It addresses two concepts – engagement and life-stage analysis – and encourages newspapers to follow this path:
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.
To learn more, download the executive summary and full report.