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.