Deconstructing the Fall of Daily Newspaper Readership

1
Deconstructing the Fall of Daily Newspaper
Readership
2
(No Transcript)
3
Theories

• 1. When the young grow up, they will read more.

4
Theories

• 1. When the young grow up, they will read more.
• 2. More education will lead to higher readership

5
Age Cohort Analysis

• Measuring an age group
• as it grows older

6
Basic Findings

• 1. People dont read more as they grow older

7
Basic Findings

• 1. People dont read more as they grow older.
• 2. Each new group of young adults reads less.

8

• Massive, good data 10 NORC studies from 1967
  to 1988
• Regressions
• Everyday reading

9
(No Transcript)
10
(No Transcript)
11
Average Weekday ReadingRevisiting the data 19
more studies
12
(No Transcript)
13
(No Transcript)
14
Looking forward from 1989Bad news
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
Small increase in non-readers

• 1967 9
• 1997 16

21
(No Transcript)
22
Daily readership is down.

• How it happened
• 1. Each new group of young adults reads less.
• 2. People dont read more as they get older.

23

• The major problem is less frequent reading among
  each new group of young adults.

24

• How much money, time, energy, thought, and
  commitment is the daily newspapers future worth?