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Common threads Common threads
Linking NAA Foundation research to today's young media consumers

This report, prepared by the Media Management Center for the Newspaper Association of America Foundation, suggests ways that newspapers can connect young audiences with the news.

The Common Threads study finds that traditional newspapers currently offer minimal meaning and value to young people (ages 5-17) and young adults (ages 18-34). To remedy this, it uses two concepts - engagement and life-stage analysis – to outline the steps that newspapers should take:
  • Choose a high-potential market segment;
  • Determine relevant life-stage information;
  • Seek engagement through the right content via the right delivery system;
  • Get feedback;
  • Refine content.

Download a PDF version of the executive summary of this report here.

Download a PDF version of the full report here.
Research & Reports Page 		  MELP


Upcoming events

July 16-27, 2012
Media Executive Leadership Program
Northwestern University
Details here.
 
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