The quest for the young reader

The quest for the young reader
Just as TV is grappling with the loss of young viewers, newspapers are experimenting with free dailies in an attempt to snare young readers. This is a desperate attempt to address sagging circulations and create new vehicles in which to sell advertising to the attractive 18–34 demo. The jury is still out on whether big city papers will succeed (they won’t), but papers that have created Internet properties to confront the issue DO seem to be turning heads. Folks, I just can’t say it any clearer than this. The television and print mediums we’ve known in our lifetimes are being combined into one new medium, which is where Postmoderns (those young demos) choose to live and play. Energy and resources spent trying to prop up the old are a foolish waste, because they could be used in the creation of market share within the new medium.

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