Solving Some Mysteries About the Habits of the Youth

Schechter, Danny
December 2003
Nieman Reports;Winter2003, Vol. 57 Issue 4, p14
The article focuses on the unpopularity of news journalism to young adults. Younger people get their news from late night television programs. Attitude is what excites them, not information. For most, it is not even cool to read newspaper or vote. Publishers used to cling to the notion that people acquired the newspaper habit as they got older. Two California newspaper industry groups commissioned a survey by MTV Networks that showed a big gap between what teenagers and young adults looked for from newspapers and what newspapers gave them. Projecting a culture of diversity is important to the young, the survey found, along with more color, pictures and entertainment news. "USA Today" newspaper has done the best job by a newspaper of reaching out to the young through its print and online products. College students read campus newspapers because they are free and easy to obtain anywhere on the campus. Young adults read alternative weeklies because they are free and easy to obtain around town. Young adults like the Internet because it is virtually free and easy to navigate. Newspapers can use the weekly readership and Web site visits to sell the merits of the daily print publications.


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