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YOUTH MEDIA DNACracking the code of the next generation of news and information consumers : 

1 YOUTH MEDIA DNACracking the code of the next generation of news and information consumers World Association of Newspapers Young Readers Conference Washington DC March 26, 2007

Why do we need this study now? : 

Why do we need this study now? Youth readership is declining Traditional approaches have not effective enough Existing research newspaper centric, not youth centric Move beyond symptoms to explore root causes Touch all newspaper stakeholders Mitigate threats & take advantage of opportunities

Research Phases : 

Research Phases Research Review Hypothesis Development - Advisory Board Hypothesis Development - Youth Global Study Design National Studies Round One Global Analysis Round One National Studies Global Analysis

Global Exploration Phase Outline : 

Global Exploration Phase Outline Start with strong hypothesis developed through: Extensive Research Review Experienced Advisory Board Add youth input from 10 countries 10 youth 14-25 years old per country USA, UK, Spain, Sweden, Serbia, Lebanon, South Africa, Colombia, Philippines, Japan Three Steps Methodology Homework diary, long interview, Online dialogue

Goal: Have youth confirm/challenge or refine hypothesis. : 

Goal: Have youth confirm/challenge or refine hypothesis.

Consistent Hypotheses : 

Consistent Hypotheses Time squeeze forcing multi-tasking, more competition Age impacts news and information needs Compact formats designed for youth Local and international news and info News from multiple sources and technologies

Consistent Hypotheses : 

Consistent Hypotheses Social networks playing important role Rapidly developing skills to become content creators News = social ingredient desired & required Youth life-stage = exploration & communication

Hypothesis challenged by youth : 

Hypothesis challenged by youth

Hypothesis: Parents, Teachers, and Friends are all influential in inspiring newspaper reading. : 

Hypothesis: Parents, Teachers, and Friends are all influential in inspiring newspaper reading.

The most important influencer by far is Parents : 

The most important influencer by far is Parents Teachers and Friends take a secondary role NIE still important if done right An adult behavior that needs to be nurtured Can also be an avoidance mechanism.

Slide 11: 

“My parents have always read the newspaper every weekend… I wasn’t encouraged to read the paper, but they did it and it was there and available, so I started to do it too. I’ve been reading the newspaper since I was about 12.” (UK)“I remember we had a student newspaper at my school. It was great. It was done by pupils and teachers and people use to read it.” (Spain)

Hypothesis: Free papers are taking young readers away from paid and are affecting perceptions of quality. : 

Hypothesis: Free papers are taking young readers away from paid and are affecting perceptions of quality.

Free newspapers drive curiosity, often inspire youth to dig deeper : 

Free newspapers drive curiosity, often inspire youth to dig deeper Free newspapers = downgraded expectations Suspicion about advertisers influence & editing Its all about access.

Slide 14: 

“It is true in some cases like there are better reporters with the paid newspapers. Where as the ones you don’t have to pay for are normally junk papers.” (South Africa)

Hypothesis: Trust in newspapers may be waning among young readers. : 

Hypothesis: Trust in newspapers may be waning among young readers.

Trust is still linked to newspaper format but trust in news may be waning. : 

Trust is still linked to newspaper format but trust in news may be waning. Critical eye needed for every medium & source Increased concerns about bias government/ corporate control, hidden agendas Link to trust and social networks Global non-newspaper news brands also have strong trust (BBC, CNN, Yahoo)

Slide 17: 

“In this world I want to read everyday a lot of newspapers because they are the only place where you can find the truth.” (Spain)“I would read the newspapers because I feel that the authors there offer more reliable information. Unlike the internet, that is not always reliable. And for TV you don’t get all the facts.” (Philippines)

Hypothesis: Youth will have no news ritual. : 

Hypothesis: Youth will have no news ritual.

Youth show a traditional daily and weekly ritual. : 

Youth show a traditional daily and weekly ritual. Morning (newspaper) Day “in between work/school/ breaks” (online, radio) Night (some newspaper, mostly TV) Weekday (urgency, info focus, smaller bits of “big” news) Weekend (leisure reading, ideas, larger debate, culture)

Hypothesis: The Internet is taking over as main competition for newspapers. : 

Hypothesis: The Internet is taking over as main competition for newspapers.

No it is still TV, but Internet is building : 

No it is still TV, but Internet is building TV as an entertainment source first: access For younger respondents TV is a great news source easier to understand, less intimidating, provides more context. Aspiration to be online consistent throughout Digital divide limits access for many Net is the IDEAL news and info source for depth BUT lacks trust and portability Net = opinion, debate, blogs, disc boards Cell phone as info source higher

No it is still TV, but Internet is building : 

No it is still TV, but Internet is building Online newspapers are not as prevalent as expected Reading on-line not as focused as reading a newspaper; distractions Two extremes online , newspaper fit in the middle skipping around vs. in depth reading/discussion

“I don’t like reading things that are too complicated in paper, on the TV I would follow it.” (South Africa)“ I’d rather be getting my news on my PDA on a beach than sitting in a coffee shop reading the newspaper.”(USA) “We all know that the internet is amazing … however, I still like to hold newspapers in my hands and read it every morning when I am drinking coffee.” (Serbia) “I don’t have access to internet that much. I would like to use it more … it gives you freedom and unlimited source of information.” (Serbia)“I would say that with my experience on the Internet I could find information on almost 95% of the things that I am interested in less than an hour. This does not happen in other media” (Colombia) : 

“I don’t like reading things that are too complicated in paper, on the TV I would follow it.” (South Africa)“ I’d rather be getting my news on my PDA on a beach than sitting in a coffee shop reading the newspaper.”(USA) “We all know that the internet is amazing … however, I still like to hold newspapers in my hands and read it every morning when I am drinking coffee.” (Serbia) “I don’t have access to internet that much. I would like to use it more … it gives you freedom and unlimited source of information.” (Serbia)“I would say that with my experience on the Internet I could find information on almost 95% of the things that I am interested in less than an hour. This does not happen in other media” (Colombia)

Hypothesis: Youth content needs are different from adults. : 

Hypothesis: Youth content needs are different from adults.

Youth want to be part of the main paper not ghettoized and pandered to. : 

Youth want to be part of the main paper not ghettoized and pandered to. Young voices in streeters and “average person” interviews Newspapers are an adult medium & that’s good Business section misunderstood

Hypothesis: Youth see the value and benefit of being well informed. : 

Hypothesis: Youth see the value and benefit of being well informed.

Youth see the value and benefit of being well informed engaged citizens. : 

Youth see the value and benefit of being well informed engaged citizens. Time squeeze, NOT lack of interest Younger Helps socially Need to belong, be in the know, join conversation, Helps academically Able to put your hand up in class Older A must An edge academic/professionally Builds image (sophistication/respect/articulate)

Slide 28: 

“Its important to be well informed to have lots of topics to form discussions and conversations over.” (Japan) “Its always good to have something to talk about, to know what’s going on in the world.”(Sweden)“I just wish I had the time to be more informed. It a lot of dedication.” (Lebanon)“In life information is vital. Being informed makes the difference between one person and another…making the more informed person more interesting, valuable and competitive.”(Colombia)

Do you want more?Join us at lunchor at our table during breaks : 

Do you want more?Join us at lunchor at our table during breaks

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