WAN 2008: Stop fixating on young readers, O’Reilly tells newspaper industry
June 3rd, 2008Posted by Laura Oliver in Advertising, Events, Newspapers
The newspaper industry should not be fixated with young audiences, Gavin O’Reilly, president of the World Association of Newspapers (WAN), said at the organisation’s annual conference today.
The chief information officer of Independent News and Media said publishers should be looking to serve all generations with their print and online products.
The focus on youth is largely driven by the advertising industry, which is ‘transfixed’ by the youth market, he said.
“There’s always been an unnecessary fixation on youth. We need to capture them first.
“We need to market the newspaper for all generations and we also need to explain to the young that while the net is overwhelming in content it is pretty underwhelming in reliability.”
Tags: advertising industry, chief information officer, Gavin O'Reilly, online products, President, WAN, World Association of Newspapers
June 3rd, 2008 at 4:35 pm
Underwhelming in reliability? Presumably he means in the quality of what is being written, rather than the reliablity of the internet itself?
I’m interested to hear more, as I very rarely see newspapers achieving success in effectively targeting young readers, online or in print.
Where was this focus when I effectively gave up on daily newspapers and started getting pretty much all content online
June 4th, 2008 at 3:51 pm
[...] with young audiences, Gavin O??Reilly, president of the World Association of Newspapers WAN, …http://blogs.journalism.co.uk/editors/2008/06/03/wan-2008-stop-fixating-on-young-readers-oreilly-tel…Study Shows Young Adults Hit By ‘news Fatigue’ CBS NewsYoung adults experience news fatigue from [...]
[WORDPRESS HASHCASH] The comment’s server IP (216.195.40.21) doesn’t match the comment’s URL host IP (216.195.40.51) and so is spam.