Start ‘em Young: Developing Teens into Lifelong Newspaper Readers

Trennia DonohueUniversity of St. Thomas

May 18, 2004

Declining Readership of Newspapers 72% of adults read Sunday

newspaper in 1970 63% of adults read Sunday

newspaper in 2002

Why Study Teen Newspaper Readership? Generation Y 1978-1994 Largest generation since Baby

Boomers 33.7 million 12-18 year olds in

2005 Establish reading habits

What are the Options for Increasing Readership? Bring young readers to current

paper Develop new products for young

readers Chicago Tribune’s RedEye Philadelphia Daily News’ Metro

Research Question

Are there changes to the daily newspaper that would increase teen readership?

Research Methodology 3 East Metro high schools Grades 9-12 300 surveys Administered in classrooms by

teachers

Response 75% response rate, 226 responses 52% male, 48% female 42% were 10th graders

Where do you get most of your news?57% of teens get their news from television.

TV Other People Radio Newspaper Magazine Online0%

10%

20%

30%

40%

50%

60%

FemaleMale

How often do you read the newspaper? 56% read everyday or a few times a week80% read at least 1X per week

Everyday 2-3X Week 1XWeek 1X Month Never0%

5%

10%

15%

20%

25%

30%

35%

40%

What sections do you read most often? Sports and Variety/Express 1st choice.

0%

10%

20%

30%

40%

50%

1st Choice 2nd Choice

FemaleMale

VarietyExpress

Sports

Comics

Comics

Favorite part of the newspaper? Males chose Sports, females chose movies and fashion.

0%

5%

10%

15%

20%

25%

Sports Movies Fashion Metro/ Local

FemaleMale

What’s your least favorite section? Females chose business, males chose fashion.

0%2%4%6%8%10%12%14%16%18%20%

Business Gossip Fashion Advice

FemaleMale

What days are you reading?

Sunday and Friday are most read.

0%

10%

20%

30%

40%

50%

60%

70%

Mon Tues Wed Thur Fri Sat Sun

In the next 2 years you will:As adults, teens plan to read about the same.

Read the paper a lot more 35%

Read the paper about the same 60%

Read the paper less 5%

Biggest reason for not reading?Comprehension is not an issue.

Not enough time/too busy 50% Not interested 38% Don’t have access 8% Too hard to understand 2%

What would you like to see more of? Sports and coverage of young people important.

More sports 26% Stories on young people 22% More photos 10%

How would you rate the newspaper?86% rated excellent, very good, or good.

Excellent Very Good Good Fair Poor0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

How is this useful? Developing strategies

Teens are reading newspapers Particular sections/days of week

are more highly read

Recommendations Target messages to teens in what

they are reading Add serial stories to encourage

multiple day reading. Promote teen stories in upcoming

issues in highly read sections on popular days of the week.

Recommendations Provide news summaries for time-

pressed readers Expose teens to newspaper more

frequently through teen event sponsorship Sponsor high school sporting events Sponsor fashion events at area malls

Conclusion

Research Question:Are there changes to the daily

newspaper that would increase teen readership?

YES!

Questions?