Parents, Not Peers, Lead Young People to Newspapers

A new study from the World Newspaper Congress on the media habits of young people in three countries found that television continues to be their most important source of news and information for the young, despite the rise of the Internet. Nevertheless, the study showed that newspaper companies are well placed to attract young readers if newspapers are committed to the task. The study found: 1) Young people are interested in news and see the value of being informed, 2) Parents (especially mothers) and teachers have successfully influenced young people to become newspaper readers, 3) newspaper editorial content, in general, is disconnected from youth interests, and when it is about youth, it is mostly negative.
http://blogs.mediapost.com/research_brief/?p=1732