Newspaper Readership Declines Among Young Adults

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Newspapers The Younger Audience
Duane Sweep
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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
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The RampRead Printed Newspapers

Source 2002 NAA Telephone survey
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Short-term Age Gap IncreasesIn Yesterday
Readership
Source MORI Sample Market
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Long-term Age Gap IncreasesIn Yesterday
Readership
Source MORI Sample Market
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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
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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
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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
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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
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Source for Local News

Source NAA Telephone survey Used Internet for
local news
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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
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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
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News InterestsAcross Temporal ZonesCombining
Most Days 1-3 Days
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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

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