Journoz: Updates for Australian Journalists

Catching them young

I Want Media (http://www.iwantmedia.com/) runs a question a day, and the latest is the $64,000 question: "What should newspapers do to attract younger readers?". An answer comes from Henry Scott, the managing director of free sheet Metro New York, whose target audience is 18- to 34-year-olds. Scott says that newspapers have to "understand this formula: Time + Money – Relevance = Lost Reader.". Young people want quick reads and content that's relevant to them, not their parents. The full answer is at http://www.iwantmedia.com/#onequestion. Lachlan Murdoch, deputy chief operating officer of News Corporation, said his company was making some progress in Australia with younger readers, with newspapers in education programs, special kits on elections and high school sports results. Murdoch was at a two-day meeting to stimulate newspaper readership among the young, where publishers from the Los Angeles Times, USA Today and the New York Post exchanged views with European media leaders on shrinking newspaper circulation and the European and American media scene. eWeek has a report at http://www.eweek.com/article2/0,1759,1588646,00.asp. Posted by belinda at May 11, 2004 10:01 AM

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