Newspaper content for teens, by teens and relating to teens strongly impacts a newspapers ability to attract young adult readers and keep them as they age, according to new research from the Newspaper Association of America Foundation.
The study, of more than 1,600 18-24 year olds, saw 75% of respondents who said they read newspaper content when they were 13-17 years old now read their local paper at least once a week, compared with 44% of those who said they did not read teen content.
According to the study 30% of young adults said teen content drew them to the paper while 18% cited content that was written by someone they knew or content that featured an interview with someone they knew.
In addition, those who read teen content along with other news and features in their local newspaper are more likely to read the local paper as adults.
Nearly eight in 10 (78%) of respondents who said they read the local paper plus the teen content read their local paper in the past week, while 50% read their local paper yesterday.
Some of the factors for 13-17 year-olds that best predicted future newspaper readership were parents regularly reading a newspaper, newspapers being used in classroom discussions and parents regularly encouraging the reading of a teen section of a paper.
The NAA Foundation says that the data suggest that for both large and small markets, reading both the newspaper and the teen section contributed more toward future readership habits than simply reading one or the other.
Margaret Vassilikos, senior vice president and treasurer of the NAA Foundation, said: “Local newspapers recognize the need to nurture students’ appetite for news, and newspapers that provide content tailored to teens are making a powerful connection with the younger readers in their communities.
“This study is the first to validate that not only are newspapers on the right track in reaching the readers of tomorrow, but they are nurturing a future generation of informed and involved citizens who are able to serve as active participants in the democratic process.”
The NAA Foundation says that the data suggest that for both large and small markets, reading both the newspaper and the teen section contributed more toward future readership habits than simply reading one or the other.
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