Newspaper Readership Declines Among Young Adults

1
Newspapers The Younger Audience
Duane Sweep
2
Whats 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
3
The RampRead Printed Newspapers

Source 2002 NAA Telephone survey
4
Short-term Age Gap IncreasesIn Yesterday
Readership
Source MORI Sample Market
5
Long-term Age Gap IncreasesIn Yesterday
Readership
Source MORI Sample Market
6
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
7
Newspapers Dont 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
8
Teens More Likely To See Internet With Top
Attributes
Source 1998 NAA Study, Competing for the Markets
of the Future An Up Close Look At The Media
Teens Rely On
9
Internet Gains PopularityAs News Source
Daily Newspapers
Internet for News
Local TV News
Age Group 1997 2000 Age Group 1997 2000 Age Group 1997 2000
18- to 24-year-olds 33 24 18- to 24-year-olds 7 23 18- to 24-year-olds 44 36
25- to 34-year-olds 36 28 25- to 34-year-olds 8 23 25- to 34-year-olds 49 41
35- to 49-year-olds 49 43 35- to 49-year-olds 8 20 35- to 49-year-olds 62 53
50- to 64-year-olds 63 60 50- to 64-year-olds 6 18 50- to 64-year-olds 73 64
65 years or older 70 66 65 years or older 3 7 65 years or older 81 75
Source 2000 NAA Media Usage Study
10
Source for Local News

Source NAA Telephone survey Used Internet for
local news
11
Source for Local Entertainment

Soruce 2002 NAA Telephone survey Used Internet
for local entertainment news
12
Primary Sources for Local Advertising

• Age lt24 years
• Radio 58
• Television 56
• Newspaper 40
• Newspaper.com 37

Source MORI Online survey of 11,000 adults
13
Media Influences on Purchases in Past Year

• Age lt24 years
• Television 56
• Internet 38
• Radio 33
• Magazines 29
• Newspapers 27

Source MORI Online survey of 11,000 adults
14
Online Content Interest by Daypart If used 8
am-11 am, 11 am-1 pm, 1 pm-6 pm, 6 pm-10 pm

• Services
• E-mail
• 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

15
News InterestsAcross Temporal ZonesCombining
Most Days 1-3 Days
16
Service InterestsAcross Temporal ZonesCombining
Most Days 1-3 Days
17
Leisure InterestsAcross Temporal ZonesCombining
Most Days 1-3 Days
18
Newspapers The Younger Audience
Duane Sweep