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Thursday, January 22, 2004

Under-30 Shun Newspapers

People under age 30 are shunning newspapers, according to a survey conducted by the Pew Research Center for The People & The Press in Washington D.C.

An article in today's Star Tribune highlights some of the findings, but the overarching message is that people ages 18-30 are no longer reading the daily paper and are turning to the Internet for news.

Here are some powerful quotes from the Strib article:

It's not the first time newspapers have faced erosion of the youth audience. For more than 20 years TV has siphoned off young readers and advertising aimed at them, said David Card of New York-based Jupiter Research...

But the Internet is creating new problems for newspapers that TV never posed, such as sharply undercutting newspaper ad rates...

"The whole question of classified advertising is perhaps where the greater challenge lies," said Tim Ruder, marketing vice president of Washingtonpost.Newsweek Interactive, the online arm of the Washington Post. "The Web has allowed national aggregation of those classified listings along with new ways of finding and connecting people. I think newspapers are working to become part of that..."

"Printed newspapers are not going away in our lifetime," Card said. "But I doubt that a lot of young people who grew up on TV and the Internet are going to retreat to the printed newspaper as they settle into middle age."

How will this new trend impact public relations and blogging? Stay tuned!