Growing Audience - Media Usage: A Generational Perspective

Media Usage: Media Usage: A Generational Perspective

In the not-too-distant past, aside from a letter to the editor, placing a want ad, or putting a vacation hold on a home-delivery subscription, the average American reader had a pretty isolated and passive relationship with his or her newspaper.

Since the mid-1990s, as the Internet has become a means of daily communication, the long age of the passive news consumer has been going the way of the dinosaur. The ways the American media audience prefers to get and exchange news and information are digitized and interactive—versus passively reading ink on paper.

Exploring these shifting media-usage habits is essential to developing the right product and marketing strategies for the future. This report focuses on the various audience preferences for more choice, more convenience and more control as American adults satisfy their need for news and information. Their changing news habits are challenging traditional ways of news distribution.

More Customer Insight

Ethnic/Income Segmentation — Dramatic shifts are occurring in the composition of the U.S. population. The population of ethnic groups, particularly the Hispanic community, will increase significantly over the next twenty years.
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Need States: Building Blocks for Product Strategies — All people have communication needs that are critical to understanding the new-media landscape and audience behavior in that landscape. Whether people are reaching for a telephone or a cell phone, reading a newspaper or magazine, turning on the television or radio, or browsing the Internet on the job, at home or on the road, they are acting on a need to get or impart information. Read More
Newspaper Web Visitors: Power Users 2006 — The New Media Federation of the Newspaper Association of America commissioned the 2006 Power User Study to help members understand the continuing evolution of the newspaper Web site audience. The research addresses media usage, content preferences, advertising and online commerce. Read More

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Audience PlanBook

Audience Planbook Cover Q1/09 The Audience Planbook is designed to provide newspaper executives with the practical tools they need to develop a successful audience strategy, and manage a portfolio of products that makes money now – and in the future.

This “living document” is updated quarterly and is designed to spark discussion on the topics of how best to build and delight our audience base in the midst of a transforming industry. Go to the Growing Audience blog to post commentary.

Media Usage: Media Usage: A Generational Perspective

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Audience PlanBook

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