Newspapers & The Younger Audience Duane Sweep. What’s With Newspapers & Teens and Young Adults The young-adult market is steadily moving away from newspapers.

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Presentation transcript:

Newspapers & The Younger Audience Duane Sweep

What’s With Newspapers & Teens and Young Adults The young-adult market is steadily moving away from newspapers ‘Age Gap’ increasing Newspaper and attributes News, Entertainment and advertising Day-parting with the online audience Source: Scarborough Research, top 50 U.S. markets

The Ramp: Read Printed Newspapers % Source: 2002 NAA Telephone survey

Short-term ‘Age Gap’ Increases In ‘Yesterday’ Readership Source: MORI Sample Market

Long-term ‘Age Gap’ Increases In ‘Yesterday’ Readership Source: MORI Sample Market

Teens Say Quick, Timely, Entertaining Are Top Media Attributes Source: 1998 NAA Study, Competing for the Markets of the Future: An Up Close Look At The Media Teens Rely On

Newspapers Don’t Match Top Attributes Teens Want

Source: 1998 NAA Study, Competing for the Markets of the Future: An Up Close Look At The Media Teens Rely On Teens More Likely To See Internet With Top Attributes

Internet Gains Popularity As News Source Age Group Age Group Age Group to 24-year-olds33%24%18- to 24-year-olds7%23%18- to 24-year-olds44%36% 25- to 34-year-olds36%28%25- to 34-year-olds8%23%25- to 34-year-olds49%41% 35- to 49-year-olds49%43%35- to 49-year-olds8%20%35- to 49-year-olds62%53% 50- to 64-year-olds63%60%50- to 64-year-olds6%18%50- to 64-year-olds73%64% 65 years or older70%66%65 years or older3%7%65 years or older81%75% Daily NewspapersInternet for NewsLocal TV News Source: 2000 NAA Media Usage Study

Source for Local News Source: NAA Telephone survey; Used Internet for local news %

Source for Local Entertainment Soruce: 2002 NAA Telephone survey; Used Internet for local entertainment news %

Primary Sources for Local Advertising Source: MORI Online survey of 11,000 adults Age <24 years Radio 58% Television 56% Newspaper 40% Newspaper.com 37% %

Media Influences on Purchases in Past Year Age <24 years Television 56% Internet 38% Radio 33% Magazines 29% Newspapers 27% % Source: MORI Online survey of 11,000 adults

Online Content Interest by Daypart If used 8 am-11 am, 11 am-1 pm, 1 pm-6 pm, 6 pm-10 pm Services Maps & directions Online banking & bill- paying Message boards, instant messaging or online chat Research for business reasons Research for a personal hobby News Weather conditions or forecasts Breaking news Local or regional news National or world news Business & financial news, such as stocks Offbeat news Medical/health info Sports scores/info ET & Leisure Local events & things to do Movie, theater or event times Travel or destination information Multimedia features, such as movie clips Online games & interactive features Downloading music or other file-sharing

News Interests Across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

Service Interests Across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

Leisure Interests Across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

Newspapers & The Younger Audience Duane Sweep