(Vivian Vahlberg)
Teenagers aren't much into following serious news online, but news organizations can - and should - cultivate their interest by learning how to catch their eyes, diminish their angst, go where they are on the Web, enlist parents and teachers in the cause and help them develop a news persona, according to a new study released by the Media Management Center at Northwestern University.

"Teen after teen told our researchers that they won't go out of their way to get the news online, but they will click on news stories 'if something catches my eye,'" said Michael P. Smith, executive director of the Media Management Center (MMC).

"There's a world of meaning - and opportunity - in that phrase," Smith said. "Understanding it and learning what to do about it is vitally important, since our democracy depends on an informed citizenry. This research provides insights and suggestions news organizations can use to better connect with and serve teenagers."

The report, "If It Catches My Eye: An Exploration of Online News Experiences of Teenagers," is available at: www.mediamanagementcenter.org/research/teeninternet.pdf. Funded by the Media Management Center and the McCormick Foundation, it is based on a qualitative, in-depth study of 65 Chicago-area teens conducted in 2007 by Media Management Center. The purpose was to identify what drives online news consumption of teenagers.

Researchers found that while serious news - particularly news of politics, government and public affairs - is not currently that important to most teens, they are "interestable." They will look at news online if it catches their eye - with content that interests them, video, the right topics, humorous and weird news, and new things.

The report urged news organizations to make "catching the eye" of teenagers the core of a bold new strategy for attracting teens online; to "work over time to fan whatever sparks of interest they may have in news into a more robust flame of interest in various types of news," and to "make a special effort to encourage - and even increase the number of -teens who consider it part of their identity to follow and talk about the news."

Among other research findings and recommendations:

For teens, news is stressful and reminds them of the peril in the world. So news organizations should actively experiment with ways to diminish the negative associations teens have with news and to lift their feelings of hopelessness and powerlessness. This includes making news a better springboard for talk, action and change; writing about teens' feeling of peril and about the subjects they're worried about, and increasing attention given to solutions and problem-solvers.

Teens get most of their news online from the large Internet portals and news aggregators that pop up when they go online - not from local media Web sites. Therefore, news organizations should develop widgets, partnerships and news feeds tailored for teens in order to get their content on the sites and places where teens spend their time online.

"If teens are not coming to news sites, it is impossible to catch them there," the report notes.

For a subset of teens, keeping up with the news is becoming an important part of their emerging sense of self - of what they're proud of in themselves. The report urged news organizations to work to intensify that feeling among those who have it and to grow the number of teens who share it. This means encouraging teens who are interested in news, building a sense of fun about following the news and getting serious about teen consumer research.

Teachers and parents are potentially powerful allies in helping teens develop news habits and interests and in steering them to worthwhile and engaging news. So news organizations should redouble efforts to market to teens through networks and programs such as Newspapers in Education.

Teens' favorite sites for news online score high points for being easy to use, useful, and trustworthy, and for providing them something to talk about.

Teens don't see their favorite news sites as being a "treat," a "time-out," an escape, a safe place, or a place to socialize, get involved, contribute or connect - experiences they seem to have online with other types of sites. And they don't feel very strongly about online ads, positively or negatively.

The youth online engagement study is part of an ongoing body of research by the Media Management Center into consumer "experience" and the factors that contribute to greater engagement and involvement with news products.

Media Management Center is an executive education, research and development institute at Northwestern University in Evanston, IL.

For a copy of the report, go to:
www.mediamanagementcenter.org/research/teeninternet.pdf


For commentary on the report, see:

Infrequent and indifferent: Youth and news online
www.readership.org/blog2/2008/01/infrequent-and-indifferent-youth-and.html

NU report and audio clip: Teens find online news stressful
www.northwestern.edu/newscenter/stories/2008/01/teennews.html