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Monday, June 27, 2005

Scarborough Study Shows Dailies Must go Online Sooner or Later To Attract Younger Readers

Newspapers simply cannot avoid the necessity of becoming exclusively online if they wish to survive into the 21st century because going online is the only way they will penetrate the ranks of younger readers. At least that is my read of a summary of a new Scarborough study comparing traditional hard-copy readers with readers of the same newspapers' online editions.

Here's how Online Media Daily describes the Scarborough results:
"For example, the printed version of The Atlanta Journal-Constitution reaches, on average, 51 percent of adults in the Atlanta local market, but when the AJC.com and AccessAtlanta.com Web audience is included, that average increases to 56 percent--a 10 percent gain, which translates to almost 223,000 readers.
"In addition, more than 38 percent of the AJC.com and AccessAtlanta.com audience is between the ages of 18 and 34, compared to 28 percent of the readers of the printed newspaper."

Those 223,000 younger readers represent the tip of the generational iceberg that newspapers must conquer, as the Baby Boomers age and fade from the heart of the news-consuming market and Generations Y and X replace them.

If you are interested in these sorts of issues, Online Media Daily's free email alerts are essential reading. Go here for more information.