Dailies Struggle to Reach Young Readers

june 5, 2002  05:50 pm
Traditional approaches like special kids' sections or youth-oriented stories sprinkled throughout the paper aren't working, so newspaper chains are testing alternative strategies to snag the elusive 18-to-34-year-old demographic, Editor & Publisher reports. For example, Gannett is launching free weeklies this fall in Boise, Idaho, and Lansing, Mich. and others have tried free-standing publications circulated to high school students. Meanwhile, some media conglomerates have decided that print is not enough, and have added youth-oriented content via radio, broadcast and the Web.