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How newspapers lost the Millenials

How newspapers lost the Millennials

http://newsosaur.blogspot.ca/2014/12/how-newspapers-lost-millenials.html

Snippets:

“The inability of newspapers to resonate with digital natives has left them with a daunting demographic challenge. Two-thirds of the audience at the typical newspaper is composed of people over the age of 55, according to Greg Harmon of Borrell Associates. “The newspaper audience ages another year every year,” he adds. “Everyone’s hair ought to be on fire.” ”

“In the interests of tuning into the thinking of those elusive twenty- and thirty-somethings, a newspaper client recently brought a panel of them to a strategy session. Here is what we learned:

:: The Millenials said the only media that matter to them are the social media, where they get current news about their friends, as well as cues to other interesting or relevant content.

:: They put a great deal of trust in recommendations from their friends but are not motivated by loyalty to media brands.

:: They will click on whatever content interests or amuses them, and they make no distinction among news, entertainment and advertising.

:: They prefer graphic content – images, videos, GIFs, infographics, etc. – over text.

:: They will buy a book, vinyl record or other physical artifact that they view as a collectible, but see no value in paying for access to ephemeral headlines that are freely available everywhere.

:: They are turned off by the dispassionate voice that characterizes conventional media, preferring treatments that evoke an emotional response.

:: They are smart, engaged and want juicy articles that take stands on important topics.

:: They will exercise the full power of choice made possible by their always-on mobile devices.

:: They are decisive. If they don’t like the content they are getting, they will make their own.”

 

Stephen

Posted on: December 28, 2014, 6:21 am Category: Uncategorized