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Holtz Communications + Technology

Shel Holtz
Communicating at the Intersection of Business and Technology
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Younger readers dump newspapers in favor of the Web

Concerned that young readers—in the 18-to-34-year-old bracket—are unsubscribing at a clip of about 4,000 readers a month, the Washington Post conducted focus groups to find out why. They learned these readers wouldn’t take a subscription even if it was free, mainly because they don’t want stacks of old newspapers collecting around the house. It just doesn’t make sense to them when they can get the same information on the Web. The focus group results synch up nicely with a September study by the Online News Association that shows 46% of the 18-to-34 demographic will go online while only 3% would read a newspaper. It’s time for the newspaper business to worry, according to the Wired News item.

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