Old media - new users 2

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Old Media – New Users Aslak Gottlieb, medieundervisning.dk:

Old Media – New U sers Aslak Gottlieb , medieundervisning.dk

Slide 5:

Media habits are founded in youth Basics

www.ungeavislaesere.dk private initiative supported by funds of the press :

www.ungeavislaesere.dk private initiative supported by funds of the press

11 focus groups claimed readers/rural-suburban-urban/12-19 years of age:

11 focus groups claimed readers /rural-suburban-urban/12-19 years of age

Slide 11:

Danish youth do read paper Even more than young adults

Slide 12:

Index DK/ HH 2010 How long time did you spent reading the newspaper yesterday ? TNS/Gallup/Denmark

Slide 13:

Youth can be typified Ways of reading and preferences of content

Slide 14:

WE-READER I -READER PRINT READING WEB READING

Slide 15:

WE-WEB-READER I-PRINT-READER

Slide 16:

WE-PRINT-READER I-WEB-READER

Slide 17:

PREFERENCES OF CONTENT POLITICS/SOCIETY SPORTS COMICS CRIME CULTURAL FOREIGN AFFAIRS GOSSIP SATIRE / DRAWINGS REVIEWS / TESTS TECH / MEDIA R.I.P. ANNOUNCEM. WEATHER REPORTS LOCAL / REGIONAL DEBATE TV X-WORDS / SUDOKU KIDS / YOUTH / SCHO SCIENCE

Slide 18:

News are for adults Exclusion and stigmatizing

Slide 19:

Kids makes US eat more unhealthy – That one was aimed at adults We are stupid, we drink too much , we are poor at writing . I get annoyed reading such about myself

Slide 20:

Fancy clothes decides whether your child is popular

Slide 21:

Summer holidays makes children more stupid

Slide 23:

Photos and eyecathcers Visual media culture transfers from digital

Youth tell us …:

Youth tell us … Approach us loyally Entertain and inform Be informal but authentic Encounter us in time gaps Comment and build on each others news Be of service

Consultants conclude …:

Consultants conclude … We - I Printed – web Exclusion and demand of demographical intimicy Photos and eyecathers Demand af entertainment and information Paper is convenient , inconvenient and cosy

… questions araised:

Are news for youth more entitled to state subsidices than other news ? … questions araised Should we create youth reserves in the printed papers ? Is paper the right way to go? Would youth pages attract parents and grandparents ? Do papers have stronger obligations towards youth than other medias? Can we sell ads aimed at youth ?

Print is a new platform to many:

Print is a new platform to many

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