With cuts happening in news rooms around the country, it comes as no surprise that print newspaper circulation is down. The fact that more and more Americans are getting their news online is old news. What may take some by surprise, however, is that even online newspaper consumption is down among certain age groups. According to PointerOnline, IBM's Media and Entertainment group will soon be releasing survey results that show those between 18 and 24 years of age are consuming online newspapers less, down to 58% in 2009 from 64% in 2008. PointerOnline also notes that "the study, not surprisingly, finds consumers moving to what IBM calls 'connected experiences,' using various Internet-enabled devices to consume, engage with and create media, whether news and information, personal messages or produced entertainment."
These findings highlight two important points. First, if you are conducting outreach to young adults, social media is a must. It's also imperative to consider the "new" leading sources for breaking news - The Huffington Post, TechCrunch, Daily Kos, The Daily Dish, even TMZ. When applicable, Web sites like those should be included in outreach plans. (more...)
