That’s en­ter­tain­ment

The Works - - SPOTLIGHT -

Emma’s En­gage­ment data in­di­cates young news­pa­per read­ers con­nect dif­fer­ently with Mon­day to Fri­day news­pa­pers than older de­mo­graph­ics.

More than any older age group, those aged 14-24 are likely to feel in­spired when read­ing.

This has im­por­tant im­pli­ca­tions for mar­keters, who know that when they reach young peo­ple through news­pa­pers, this au­di­ence is re­cep­tive to ideas.

For those in their mid-20s and older, the pat­tern of con­nec­tion is con­sis­tent and the trusted and rel­e­vant na­ture of the jour­nal­ism forms the ba­sis of their read­ing. En­rich­ment comes

to the fore with news­pa­pers pro­vid­ing in­for­ma­tion and ideas that feed their work, stud­ies and in­ter­ests. Ad­ver­tis­ing is an im­por­tant part of the pack­age, and this pro­vides mar­keters with a fer­tile en­vi­ron­ment.

The new En­gage­ment data shows all gen­er­a­tions are en­ter­tained by news­pa­pers be­cause they can re­veal sur­pris­ing, amus- ing and chal­leng­ing ideas rel­e­vant to so­ci­ety.

It is that ‘un­known-quan­tity’ of a daily or weekly news­pa­per – the serendip­i­tous splen­dour of dis­cov­ery – that sets the medium apart from gen­er­ally repet­i­tive be­hav­iours on so­cial me­dia, for ex­am­ple, which are of­ten dic­tated by con­tent fil­ters.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.