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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.”

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This entry was posted on Tuesday, June 3rd, 2008 at 2:56 pm and is filed under Advertising, Events, Newspapers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “WAN 2008: Stop fixating on young readers, O’Reilly tells newspaper industry”

  1. Dan Thornton Says:

    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


  2. young audiences Says:

    June 4th, 2008 at 3:51 pm

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