22. august 2010

How news organizations can tap the vast potential of younger consumers

Most of today’s young people (the “millennials”) are interested in local, national, and international issues — and a strong majority are at least somewhat engaged with news media, predominantly online, through social networks and on television. Yet there is also great untapped potential resulting from the troublesome fact that most news outlets simply aren’t very good at reaching or serving young audiences.

Without significant changes and experimentation, news organizations are likely to miss the democratic, journalistic, and financial opportunities that are latent in the largest generation since the Baby Boomers. It is a common-sense but regrettably neglected point: If you care about the future of news, you need to care about (and understand) young people.

At the conclusion of my research, I compiled a list of the ten ideas I believe hold the most promise for getting more young people engaged with the news media.

Source: Nieman Journalism Lab
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