Unlocking the Newspaper's Value for Young Adult Readers

[INMA] Today's 18- to 34-year-olds read newspapers less than prior generations did during the same life stage, and there is no evidence that the decline will stop. That's the bad news. The good news is there are many opportunities for newspapers to halt or reverse this trend in the future - but not without major innovation.

"Unlocking the Newspaper's Value for Young Adult Readers," the latest strategic report from INMA, was released today. The report examines the decline in young adult readership, explores the underlying trends, and identifies key strategies that can help newspapers better engage young adults.

The loss of young readers is a long-term challenge that will continue to
plague our industry. Without action, it will only worsen as younger
generations age. Reading this report is a valuable step in understanding the
complexity of this issue, and it outlines the many opportunities newspapers
have to innovate and redefine themselves in order to turn this negative
trend in a positive direction.

The digital report is available to INMA members for US$65 and to non-members
for US$195. Orders may be placed at the INMA.org bookstore by clicking here
We hope this report is a valuable addition to the newspaper industry's study
of the young adult market.