Youth newspaper readership retention Essay

The retention/attraction of young person ( 11-19 ) readership of difficult copy National British NewspapersAbstractionWorsening newspaper readership has raised concerns in the UK newspapers industry. Readership has declined non merely in the grownup sections but besides among the childs. Many experts attribute it to the outgrowth of digital Television, the Internet, diversified broadcast media and wireless but the world is that all of these media are mutualist on each other.

They are non the beginning or the cause for diminution in readership. An extended survey of the industry and the quality of newspapers indicate that readership has been on the diminution because audiences are happening better and convenient ways to entree intelligence particularly in the signifier of broadcasts. However, this does non intend that they have abandoned readership of newspapers. In fact statistics indicate there has been an addition in involvements in intelligence consumers but readership has been declined due to displacements in the population demographics and involvements.

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The young persons have been given considerable importance in this respect because they are the footing for the future nutriment of the newspapers industry and accordingly they would go the beginning of gross when they help newspapers to increase circulation and advertizer ‘s support. These facets are discussed in item in the undermentioned research with the purpose, how to increase the potency and work the chances youth readership has to offer the newspaper companies.Table of ContentssChapter 1: IntroductionIntroductionDefinition of footingsChapter 2 Literature Review- Newspaper industry- Emergence and menace of Electronic Media- Young person Culture- Young person Behaviour- Value of readership- Selling Scheme TheoriesChapter 3 MethodologyMethodologyFeatures of the two chief paradigmsEvaluation standardsPrimary ResearchQuestionnaireInterviewSecondary ResearchEvaluation of methods used and obstructionsChapter 4 Data Results and AnalysisSurvey Results and AnalysisSchemes variegationSchemes for growingChapter 5 Conclusions and RecommendationsDecisionsRecommendationsBibliography


In the past few decennaries at that place has been a downward tendency in newspapers readership in major states of the universe including European and American states.

Readership has non been on the diminution of disconnected reader groups but instead more focussed on young person reader audience, persons who will finally go the future grownup market. The newspapers industry is concerned as they are threatened by globalisation and emerging engineerings. Without the warrant of young person readership, their hereafter is threatened.Today ‘s immature coevals are considered to be the Centre and the footing for future coevalss because of several grounds. Jean McDougall and David Chantrey ( 2004 ) are of the sentiment that this coevals between the ages of 8 and 14 old ages are the commanding entities of the hereafter. They are turning fast ; cognize their ain heads and turning with typical attitude.

For these persons older values no longer keep true. They are the merchandise of urbanisation, 24/7 and the new on-line media. They are unaffected by advertizements, and are more flush because of their lifting figure as the writers indicate the population of 8 to 14 would be around 361 million in 2004 ( McDougall and Chantrey 2004 ) . Towards the place forepart, in the UK adolescents between 10 to 19 old ages make up 12.83 per centum of the population harmonizing to the UK Census 2001 out of which 13.5 per centum are male while 12.20 are female. These young persons are to be future consumers, and capturing them at a immature age has become imperative for sellers across the universe every bit good as within the UK.

Research indicates ( McDougall and Chantrey 2004 ) will turn into trade name witting, money wise and electronically savvy. The demographics features are non restricted to Western states but are besides proliferating to Asian and Latin states. As the population grow, they are non merely trade name witting but besides guarantee that they adopt trade name as their manner of life. Trade names, as Gordan Pincott presented at Market Research Society of Australia Conference in Brisbane:“ … are here to remain.

From a corporate position they underpin the wealth of many companies. They do this non merely through touchable assets but chiefly through their intangible assets. Consumers want trade names excessively. At a basic degree they provide reassurance of consistence and quality. But they besides provide cutoffs for consumers. Selling has become a linguistic communication through which consumers can do sense of the progressively complex universe around them – a universe where traditional guideposts and givers of intending such as faith and authorities have become devalued. Trade names provide significance, which allows for the simplification of purchase determinations. This creates the phenomenon of trueness, which in bend generates corporate value.

” ( Pincott )For the mean young person, trade names are a portion of their lives doing sellers become witting of the value of trade names and how they can utilize to capture this elusive market. For these sellers trade name relationships help determine the degree of association, commitment and bonding. As they grow older, young persons are going immune to peer force per unit area.

Alternatively, they influence their household members as they are determined to acquire what they want without any conformance to monetary value, equals or force per unit area from their households. Harmonizing to a study ( McDougall and Chantrey 2004 ) this is because childs in the UK have developed an attitude and wont of working and salvaging their money from a really immature age. They have become independent of their households apart from the fact they are besides active determination shapers within their household. Hence money is non a job when they are sing buying determinations.

Consequently, they have sparked seller ‘s involvements well. And why non?As the UK economic system depresses grownups with revenue enhancements and tax write-offs, adolescents are freer where disbursement is concerned. They are the immature consumers who have plenty to pass on, gain more and non saddled with debt except for those college traveling pupils. This group of consumers between 10 to 19 old ages are still comparatively sheltered from the windfall of maturity and household outgos. They are non sophisticated yet they have great deduction on the disbursement budget necessary for sale of merchandises.

Given the above scenario, the job inherent in this survey that relate to these childs is that they are non acute readers or so experts believe ( Mintel Report 2003 ) . They are keener on apparels, image, gustatory sensations, athleticss, engineering and electronic appliances. Gifts, leisure goods and nomadic phones are of import points for maintaining them connected with their friends. They emerge from the household cocoon to larn and do picks but they are limited to logical determinations because most of their determinations are influenced by the societal environment in which they exist. As their disbursement power grows, one find them take on portion clip occupations or insouciant work to back up their demands and wants. Their fast moving lifestyle hence does non let them to go acute readers compared to their predecessors. The lone readership that one finds among the young persons is their involvement in calendered magazines and yellow journalisms that depict more images than words ( Mintel 2003 ) .

In the thick of such attitudes and reading wonts newspapers candidates are happening it difficult to gain readership trueness. Childs harmonizing to Jacques Bughin and Henrik Poppe of McKinsey and Company ( 2004 ) have moved off from newspapers and alternatively trust on intelligence accessible online or via technological appliances like the nomadic phones. More significantly is possibly the fact that with the diminution in young person readership, newspapers publishing houses are happening it hard to retain a consumer base and pull advertizer ‘s money. Except for those newspapers which have diversified to web-based services and other on-line promotional steps, others merely can non pull childs or actuate them to read. Circulation have dwindled, profitableness have decreased and subscription based readership has gone down. Many have made valorous efforts to resuscitate through altering formats, migrating to electronic media and pull offing to somewhat mitigate hazards of failure by change overing to yellow journalisms. With the worsening readership from 2 to 4 per centum yearly as consumers turn to Television and Internet, newspapers industry do non hold much pick but to compete for a new selling attack and scheme.

Revamping of newspapers concerns procedure throughout the newspaper industry is non possible but has become plausible ( Bughin and Poppe 2004 ) . Even so it is non guaranteed that publishing houses will appeal to the young person readers. Bughin and Poppe ‘s ( 2004 ) research indicate when The Independent, a quality forenoon newspaper transformed to tabloid, it managed to increase circulation by 18 per centum and sparked involvement among younger and female readers.

But format alteration besides conveying with it hazards of switch to other circulars or electronic media thereby doing the newspaper vulnerable to competition. One newspaper lost every bit much as 50 per centum of its advertisement gross while the other 20 per centum, typical hazards non all newspapers are willing to take.Not merely this but newspapers candidates have created “ readership trueness and designation by positioning the paper as an effectual alteration agent ” ( Aldridge 2002 qt. Richardson 2005 ) .

Many editors view the lone manner to their endurance is built-in in improved profitableness. Circulation remains the key to success even though many consider distinction and distribution factors contribute to localised runs. Success of marketing runs for newspapers moreover depends on the positive response from readers to maximise gross.

Political campaigns such as contributions, charities and societal benefits all seemingly boost some degree of gross but can non vouch long term success ( Richardson 2005 ) .Consequently, the lone facet that is left for newspapers to do an effectual impact on readership is by acknowledging the demands of the readers ; take part in their lives and respond to the material worlds of the distribution country. “ Newspapers desire to develop a relationship between themselves and their readers, in which the readers recognize themselves, their demands and their values in the paper ‘s end products and activities ” ( Richardson 2005 ) successfully identify the job or the preoccupation of their readers.At the bosom of this quandary is the desire to link the readers with prevailing societal issues and events utilizing sensationalization. This method in the yesteryear has helped to warrant for increasing tonss of negative perceptual experience of newspapers but today, it is possibly the true naming method for reacting to readers ‘ demands.

Issues like sex, offense, shopping, medical aid and lotteries are some of the nucleus sensational narrative shapers and pull readership ( Richardson 2005 ) .Figure 1 Sensational Narrative MakersBeginning: Richardson 2005It is no admiration that childs whose involvements are wholly different from the above issues pervert and happen other medium to carry through their readership demands.Young readers normally influenced by birth cohorts, tend to follow their age group and behave in the same mode, follow the same sort of attitudes and perceive things the in similar mode. Harmonizing to Wolfram Peiser ‘s ( 2000 ) article “ Cohort Replacement and the Downward Trend in Newspaper Readership ” young persons of today in the Western states are sing cohort consequence. He explains cohort consequence as immature persons born in next birth old ages grow up and are influenced by similar political, societal, and cultural factors thereby they tend to socialise, act and respond in similar manners.

Cohorts tend to harbor similar values, attitudes and behavior. Consequently, the worsening readership can be attributed to cohort consequence which explicates the young persons ‘ inclination to prefer on-the-go readings. AS the writer indicates one of the factors that emerge from the survey has been that younger cohorts are going less frequent readers because of higher mobility, weaker community ties and clip scarceness ( Peiser 2000 ) .Peiser ‘s research result points to important deductions:“ If newspaper reading is worsening in the population, more and more kids will be raised by parents who do non read the newspaper on a regular footing. Therefore, more and more kids will be improbable to develop a strong newspaper reading wont ; therefore, more and more kids will non go through on the reading wont subsequently in their ain households ; and so forth.

” ( Peiser 2000 ) .The significance of this reading on the newspapers industry is non merely proliferated to the demand for their endurance but besides for the industry ‘s hereafter. Younger coevals readership particularly within the age group of 10 and 19 old ages has to be targeted and retained to vouch the hereafter of newspapers companies.

Definition of footings

Circulation: “ figure of transcripts of a newspaper or magazine that are sold ; “ by increasing its circulation the newspaper hoped to increase its advertisement ” ( www. )Readership: “ Readership as a general term refers to the figure of people reading a peculiar publication. This includes both the person that purchased the publication and the individuals other than the buyer who have read the publication. ” ( Metropolitan Newspaper )Core competences – “ are the corporate acquisition in the organisation, particularly how to organize diverse production accomplishments and integrate multiple watercourses of engineerings ” . ( Prahalad and Hamel 1990 ) .Marketing scheme – “ the wide selling thought that will enable an administration to develop its merchandises and selling mixes in the right way, consistent with overall corporate aims.

”Youth – “ In jurisprudence, a young person is a individual who is neither an grownup nor a kid, but someplace in between, normally called a adolescent. ” ( Wikipedia 2005 ) .Newspapers – “ A newspaper is a lightweight and disposable publication, normally printed on low-priced paper called newspaper, incorporating a diary of current intelligence in a assortment of subjects. These subjects can include political events, offense, athleticss, sentiment, and conditions. Newspapers besides frequently include sketchs and other amusement. ” ( ) .

for this research the term “ newspapers ” refers to difficult transcript of newspapers. To separate them from on-line intelligence content, the term “ on-line newspapers ” will be used to mention soft transcripts.

– Newspaper industry

The imperativeness is a critical force in the UK despite enlargement in electronic media like wireless and telecasting. Newspapers retain societal and political importance due to its coverage and geographical span. Though regional forenoon documents cover Wales, Scotland, Northern Ireland and other parts of England however the bulk of the newspapers cover national issues as good ( Aldridge 1994 ) . Aldridge ( 1994 ) categorizes them into circulars or yellow journalisms:“ While these are technically merely sizes of paper, ‘broadsheet’ signifies serious, high-income readership, lower gross revenues, but more influence. This group includes the Daily Telegraph, the Guardian, The Times, The Independent, and the Financial Times, and is sometimes instead known as the ‘quality’ imperativeness.

”“ ‘Tabloid’ documents fall into two groups: the Daily Mail, the Daily Express and Today are frequently referred to as ‘mid-market’ documents, functioning people with in-between incomes. Although livelier typographically than the circulars, they contain longer and more complex intelligence and characteristic points than the Sun, the Daily Mirror/Daily Record ( the Scottish sister paper ) and the Daily Star. Sometimes called the ‘popular’ imperativeness, this group is frequently simply—but confusingly—known as ‘the tabloids’ .

For lucidity I shall mention to them as the ‘mass tabloids’ , even though the Daily Star, with an October 1993 circulation of 754,022 is non in the same conference as the Sun ( 3,788,312 ) or the Daily Mirror ( 2,570,882 without the Daily Record ) . ” ( Aldridge 1994 )Mag Forum ( 2005 ) further categorise them into dailies and Sundays. Harmonizing to Mag Forum, the British national newspapers can be split into ruddy top yellow journalisms, mid-market and quality merchandises. Tabloids relates to the downmarket popular or ruddy top dailies such as the Sun and Daily Mirror. On the other manus the Daily Mail has been considered as a mid-market publication. The Independent and The Times have transformed from the mid-market to the yellow journalism in 2004.

Alternatively, The Guardian and Financial Times are more serious merchandises with focal point on intelligence quality. Among this list of dailies, the highest merchandising is possibly those of the Daily Mail followed by the Daily Mirror. Both are yellow journalisms, one catering to the in-between market while the other to popular market severally. The Sundays have similar classification with the highest circulation belonging to the News of the World followed by The Mail on Sunday ( Mag Forum 2005 ; Aldridge 1994 ) .Most of the above listed newspapers do non belong to single ownership but are sorted publications of News International, Trinity Mirror plc, Northern and Shell, Daily Mail and General Trust, Telegraph Group, Guardian Media Group, and Pearson plc. The order of their market portion is can be viewed in the undermentioned tabular array ( Mag Forum 2005 ; Aldridge 1994 ) .

All of the national documents are portion of the larger group.Table 1: Newspaper groups and their rubrics

Newspaper groupsBack to exceed Titles owned Market portion ( daily )
News International ( Rupert Murdoch ) Sun, Times, Sunday Times, News of the World 35 %
Trinity Mirror plc Mirror, Sunday Mirror, People, Daily Record 25 %
Northern & A ; Shell ( Richard Desmond ) Express, Express on Sunday, Star 14 %
Daily Mail and General Trust Mail, Mail on Sunday 19 %
Telegraph Group ( Barclay brothers ) Daily Telegraph, Sunday Telegraph, The Business 7 %
Guardian Media Group ( Scott Trust ) Guardian, Observer 3 %
Pearson plc Financial Times 1 %

Beginning: Mag Forum 2005Though the UK authorities authorization broadcast medium organisations to be politically impartial but that is non the instance with the imperativeness. “ Most of the national newspapers are loosely aligned with one of the three chief parties. “ ( Aldridge 1994 ) . For illustration the Daily Telegraph, The Times, Daily Mail, Daily Express, Sun and Daily Star are aligned to the Conservative group. This sort of fondness non merely makes the content extremely expressed in its sentiment every bit good as neglect for other parties ( Cridland 2005 ) .Most of the newspapers make their net incomes from the sort of intelligence content and circulation.

For illustration the Financial Times mark concern consumers for which ground it appeal to high paying corporate advertizers with advertizements directed at the concern executives, corporate leaders and enterprisers audience. Similarly, advertizers for the Sun and Daily cater to the low income group who are interested in reading about sensational intelligence. For this ground advertizers normally spend smaller sum and concentrate their runs to lure, promote or through sensational images to make trade name witting consumers out of readers ( Cridland 2005 ) .For newspapers in Britain the sort of pricing they maintain is dependent on the class they belong to. For illustration circulars are more choice and content witting while dailies are more monetary value and competition witting. Their survival depends on the sort of readership and demographic tendencies. For this ground, they are more affected by the worsening figure of readership ( Aldridge 1994 ) .With the outgrowth of wireless and telecasting, newspapers have had to confront reverse and diminution in readership.

Consequently national newspapers have started to swerve towards sentiment based characteristics, and current issues like life style, wellness, nutrient, drink, manner and the humanistic disciplines etc. Even more so, newspaper publishing houses realize the readers of such contents are adult females hence focus on personal upmarket instead than on journalist intelligence itself ( Cridland 2005 ) . At the same clip rapid growing of the broadcast medium industry has besides marred the chances opened to national newspapers. As more and more readers move to telecasting for their intelligence demand, newspapers are holding difficult economic times get bying up with the tendency ( Aldridge 1994 ) .The shriveling reader population has forced many newspapers to compete for new markets and niches to prolong their circulation. This has resulted in the alliance with the possible purchasers such as homemakers, young persons, older age groups etc. Among this the young person readers are considered to be the most feasible to resuscitate the newspaper industry with focal point on young person issues and jobs by assisting candidates to plan content to reflect the young person life style. However, these attempts have been limited by the Children Act 1989 which restrict publication of content refering to sexual and condemnable maltreatment and domestic force to the readers.

Even household proceedings have come into the fire line. The jurisprudence hence purely prohibits newspapers from making sensational intelligence out of world issues thereby restricting the range of publication of intelligence for the young person ( Aldridge 1994 ) . As if this has non been plenty, the young person market is elusive and hard to pull or retain doing the undertakings for newspapers hard.

Overall one must observe that the intelligence media has great influence over its audience. McQuail tiredly concludes: ‘The full survey of mass communicating is based on the premiss that there are effects from the media, yet it seems to be the issue on which there is least certainty and least agreement’ ( 1987:251 ) . The intelligence media non merely influence through physiological, psychological perceptual experience and knowledge but it besides has a nexus between the ego and society. The general consensus is that media affect society.

As McQuail farther opines the media has a mass impact through its motion and response to the society and besides let intercession from personal contact and societal environment ( McQuail 1987 ) . Given this position of the intelligence media it is no admiration that most societies of old epochs have depended upon the intelligence media ( as they did non hold much entree to air media ) for puting societal dockets, and mobilising public support for jurisprudence, policies and societal discourse ( Hall et al 1978 ) . Though the imperativeness have been ambivalent in this affair the fact remains that characteristics, sketchs, columns and the similar content have greatly influenced the audience they cater to. The UK newspapers groups have been a beginning for puting and making intelligence worthy events, act uponing the audience and directing national issues and positions politically or otherwise ( Aldridge 1994 ) .Revolution within the intelligence print media itself has changed its position and mentality as Cridland ( 2005 ) writes:“ A comparatively recent phenomenon in the newspaper industry has been the free forenoon documents. Free hebdomadal documents are reasonably common, supported by advertisement and transporting small in the manner of column.

But now, with the launch of Associate’s ‘Metro ‘ in London, Birmingham and Leeds, a sister paper called ‘News ‘ in Manchester, plus Manchester’s ain ‘Metro News ‘ and similar rubrics in Tyneside, Edinburgh and Glasgow, these newspapers thrive on public conveyance and in busy metropoliss. ” ( Cridland 2005 ) .As a consequence of this new revolution, the media groups are sing another menace which is why Cridland ( 2005 ) is of the sentiment that the hereafter of the UK newspaper industry is built-in in consolidation of the media, format alteration, and diversifying market ( Cridland 2005 ) .Figure 2 Media Landscape in the UKBeginning: National Reading Campaign, NIE 2002During their free clip these young persons are acute on watching telecasting than any other activities. The 2nd most graded activity had been involvement in athleticss for the male childs and manner for misss. During the same epoch, the reading stuff for kids had been the day-to-day newspapers or magazines. Therefore household subscription satisfied the reading demands of the household members including young persons. The content of these medium nevertheless greatly differed from the involvements of the young persons as the contents have been designed for female parents, male parents and older citizens.

The lone option that young persons have had been books or cartoon strips from the school library or friends. Most turned to the telecasting for informational demands. Younger persons between the ages of 9 to 17 developed the wont of reading cartoon strips alternatively of the day-to-day or Sunday newspapers. Obviously they considered the lone interesting subdivision in the newspapers had been the cartoon strips.

However, this tendency of the eightiess changed as the household environment passage into the engineering age. Interests built by the adolescents have grown due to the demand for occupations. They started to read the local newspapers as they could associate to their single state of affairss. For the adolescents, issues like occupation vacancies, environmental pollution, local occurrences and amusement are interesting. “ The alterations in kids ‘s general involvements are mirrored in the alterations of their newspaper involvements. Not surprisingly, kids respond to different things in the paper than their female parents do. Comics, athleticss, and mystifiers and games arouse approximately twice every bit much involvement from kids as from female parents.

Entertainment-related characteristics get approximately parallel involvement. For all other types of stuff, kids ‘s involvement degrees are really well lower, though as they get older, they come closer to the grownup degree. At every age, kids who read the newspaper more often are more antiphonal to its existent intelligence content, though no less interested in its amusement stuff, than kids who read less often.

” ( Press and Public 1998 ) . Having noted that, it is besides interesting to observe that immature persons when exposed to reading environment tend to develop readership. For illustration Press and Public ( 1989 ) besides indicate that kids exposed to school newspapers tend to develop strong involvements in readership, self betterment and progressive educational accomplishments. Survey by the Newspapers in Education in the US indicate that more kids like to show themselves and allow others hear of their sentiment, positions, deliberate in the signifier of newspapers while those who read newspapers develop cohort behavior, like reading about others of the same age groups. The development of newspapers in instruction plans in the US has successfully anticipated this cohort youth behaviour by developing newspapers specifically designed for the childs. These documents are authorities funded and sold at half monetary value as the plan coordinators realize immature persons do non hold adequate money to purchase subscription. The plans involved preparation of immature staff to go newsmans and authors at school degrees, and actuating them to take out newspapers of national criterions to be distributed to the pupils in schools. The variableness of the plans are carried out by classs and involvements inherent in the school topics, issues on calling planning, history, authorities, economic sciences and a assortment of other topics.

From these plans the authorization expected:“ Peoples who have had more schooling are more likely to describe childhood exposure to newspapers both at place and at school. It is hence non surprising to happen that childhood exposure is besides linked to adult newspaper reading wonts. Of those who had the paper at place as kids, 70 % are presently frequent readers, and 67 % are endorsers.

Of those who did non hold the paper at place, 56 % are regular readers and 49 % , endorsers. Today ‘s frequent readers are besides more likely to advert more subdivisions that they looked at as kids ( 2.1, compared with 1.8 for infrequent readers ) , particularly adult-oriented stuff like athleticss and adult females ‘s characteristics and the Sunday magazine. ” ( qt. Press and Public 1989 ) .As young persons mature their involvements besides vary, and with it the demand for different class of reading contents.

The day-to-day readership of college traveling pupils would differ from those who go to junior or high school. Readership is besides influenced by the place environment, economic strata and the societal background.In the UK, more late a Tesco survey conducted on parents and their kids ‘s reading wonts indicate that more kids are passing their clip reading books instead than popular beliefs, in forepart of the Television or computing machines. Alternatively many have become cross over whereby they recommend their parents books to read including rubrics by writers like J.K. Rowling, Tolkiens, Mary Norton, C.

S. Lewis, Lewis Carroll, Sue Townsend, Mark Haddon, Philip Pullman, Louis Sachar and Meg Rosoff etc. ( Telegraph 2005 ) demoing that kids do hold an involvement in reading if exposed to the right environment. Harmonizing to another study by Nestle Family Monitor of Young People ‘s attitudes Towards Reading conducted by Mori ( 2003 ) indicate that adolescents read about 83 per centum in their trim clip.

More misss ( 7 per centum ) read as compared to boys ( 16 pe


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