Young Adult resources

(NAA publications in italics)

Evolution of young Publications
Elusive, busy, fickle. Editors of Chicago Tribune’s Red Eye, The Louisville (Ky.) Courier-Journal’s Velocity Weekly and The Quad-City Times’ Your Mom used those words to describe high school and college students and young professionals – the holy grail of readers for newspapers.
Newspapers have launched dozens of publications in the past decade to reach these readers and increase advertising. Some have thrived, others have folded.
In this series of case studies, we looked at how these publications evolved over time in mission, content and structure. We asked the publication’s editors how they define success and what lessons they have learned.
NAA featured Your Mom in Teenpager: Ten Strategies Targeting Teens (2004) just months after the publication launched. The weekly publication geared at high school students folded in 2006. Editors cited low pick-up rates and disinterest from advertisers among other challenges. In the case study presented here, we returned to former editors to ask for lessons they learned during the publication’s run in the market.

Power Users 2006
In 2002 and 2004, the Digital Media Federation of NAA released a comprehensive overview of the demographics, media consumption and shopping habits of Internet users and visitors to newspapers' Web sites. To expand on the "Power Users" report, Minnesota Opinion Research Inc. (MORI) and NAA again updated the analysis about specific topics of interest to members. The 2006 research builds upon similar audience studies conducted by MORI in 2002 and 2004. The accompanying PowerPoint provides more detail and further illustrates the desirability of the newspaper Web site audience. Published June 2006.

Young People and the News (2007)

College Readership Web Site

Gannett Purchases Student Newspaper

Harris Interactive Trends & Tudes

How Gannett is Reaching Gen X

Yahoo!/Carat: Born to be Wired

young Intellingence: Trend Central

Fusion Magazine:
Connecting to New Readers

Circ University Student Newspaper Readership Program