Quantitative and qualitative research, however, points in different directions, especially among younger audiences. In fact, most of the ‘younger’ people I know, as well as many ‘professionals’ opt for online news and information solutions. And, while the digital versions of, say, The Wall Street Journal and New York Times will always remain relevant, their print brethren face a bleak future.
I also find it rather ironic that one beleaguered industry, publishing, is reaching out to another, advertising, to prove its relevance. I’m not sure what the solution is, but embracing the opportunities of new media as opposed to beating its collective chest about traditional print, seems to me a smarter approach. So, rather than pointing to its multi-platform flexibility, I wonder if the newspaper industry would be better served by positioning itself as the logical solution for ‘Generation Next.’ The latter appear to have abandoned traditional and digital newspapers for a variety of new and alternative sources. Figuring out how to play in that new sandbox while remaining relevant to its core readership will accomplish far more than an advertising campaign.
Thanks to Greg Schmalz for the idea.