The survey of 3500 young people between 15- and 29-years old in the US, the Netherlands and Finland found that young people get their news and information from a wide variety of sources, but that television continues to be their preferred medium.
“Young people do not seem to understand the inherent value and difference in newspaper content versus other news media. TV still dominates even in perceptions of credibility and depth of coverage,” said Robert Barnard, partner and founder of Canada-based DECODE, which conducted the survey for the World Association of Newspapers (WAN) and national partners in each country. .
Nevertheless, the study showed that newspaper companies are well placed to attract young readers if newspapers are committed to the task. The study, commissioned by WAN to help publishers better understand and meet the needs of younger readers, found:
The data was collected in early 2008 through online panels provided by TNS Global Research. It used a variety of recruitment methods, including telephone surveys, direct mail, and Internet advertising, allowing for a variety of key demographic groups to be sampled.
WAN and DECODE are seeking to extend the survey into additional countries. National newspaper associations interested in participating should contact Barnard by email at .
Study development was supportd by Norske Skog, the Norway-based paper producer, with national studies supported by the Newspaper Association of America (US), Helsingen Sanomat Foundation (Finland) and, in The Netherlands, Stichting Krant in de Klas and School of Media VU/Windesheim with funding from two foundations, The Netherlands Press Fund and the Foundation for Democracy and Media.