"It's not the editor saying we have go young. It's the people with great ideas and then the newspaper listening to those ideas ... and giving the opportunity to create them."
-Michael P. Smith
Traditional news media are in a constant battle to attract—and retrieve the lost attention of—young readers and viewers. But this generation’s multicultural, multi-taskers have made one thing clear: When they want news, they go to the same platform that provides their music, entertainment and social networks—they go digital.
This generation of podcasters freely admit that they don’t read newspapers regularly. And even journalism students often prefer The Daily Show with Jon Stewart, a faux-evening newscast airing on Comedy Central, to the legitimate network news broadcasts.
The McCormick Tribune Fellowship Initiative tapped into its brain trust of print and broadcast Fellows of color to address the problem of how best to reach out to the young, multi-ethnic news consumer.
Review their findings and recommendations here.
The report is a project of the McCormick Tribune Foundation and the Media Management Center at Northwestern University. The Fellowship is a program of the McCormick Tribune Foundation administered by the Media Management Center and the National Association of Minority Media Executives Foundation. For more information, please visit www.McCormickTribune.org and www.MediaManagementCenter.org