Learn what kind of news Web site would attract and interest teenagers - and many other people, too - from a new report and upcoming one-hour Webinar by the Newspaper Association of America Foundation and the Media Management Center at Northwestern University.

In the report and Webinar, researchers who developed and tested Web prototypes with teens in focus groups around the country outline "Ten Key Lessons About Serving Young Audiences." And they demonstrate exactly how current news sites actively repel teen readers. The results will surprise you.

Click here to download a copy of the report.

To sign up for a free one-hour Webinar on the report April 23 at 1 p.m. Central Time, go here.

The NAA Foundation and the Media Management Center teamed up to explore and put to the test better ways to match the online news preferences of teens. Based on the findings of previous research with young people, researchers developed a series of prototypes of home pages and story-level pages, then tested them with 96 teenagers in focus groups in six cities: Fresno; Denver; Philadelphia; Springfield, IL; Fort Lauderdale and Orangeburg, SC. Teens' responses were remarkably and overwhelmingly consistent, regardless of market size or location.

Researchers found that the answer isn't to dilute the news for teens, but to be bolder. Given that teen responses were very similar to those of adults who are light readers, researchers recommend creating a new type of site - not just for teens, but for all people who lack experience with news and have a limited amount of time to get engaged with it.

For more information, contact:

• Vivian Vahlberg: v-vahlberg@northwestern.edu
• Stacy Lynch: stacy.l.lynch@gmail.com
• Jeanne Fox-Alston: jeanne.foxalston@naa.org