Few university students reading newspapers online

Newspaper Research Journal, Spring 2002 by Bressers, Bonnie, Bergen, Lori

Based on these results, we suggest the following to enable online newspapers to develop content that attracts this demographic group.

* More Local Content and Interactivity:

The responses to our open-ended questions about information-seeking behaviors suggest that the Internet is making inroads as a tool among this age group. Newspaper editors should capitalize on their traditional strengths of covering the local community, and they should expand the editorial and advertising content areas of interest to young people. Despite the global nature of the medium, the greatest need for information appears to be in support of day-to-day activities that are geographically bound. No national news organization will ever provide information about local band gigs or weatherrelated school closings. Additionally, newspapers may have to shed their traditional approach to appeal to this younger group. As Katz has suggested, enhancing the traditional newspaper with value-added features that make it more interactive could provide long-term loyalty among the technically savvy.

* Seamless Access to Archival Content:

Given the amount of research activity by the college audience, online newspapers could make themselves more relevant by providing seamless access to their archival and reference materials, coupled with links to external information sources. Search engines should be easily accessible and straightforward. As Saffo suggests, the future belongs to those with searching and "sense-making tools." This may be particularly true when trying to attract the female user who spends less time online and who, presumably, is less willing to "surf" online.

* Diversification of Online Products:

Rather than-or in addition to-uploading the general-interest newspaper to the Internet, newspapers should consider developing products designed to attract specific demographic groups. Males, for example, have clearly demonstrated a proclivity to read recreation/sports on the Internet. These niche online products should deliver targeted advertisements designed to attract the specific consumer group.

* Target Marketing Strategies:

Newspaper companies could tailor their marketing strategies based on the age of the audience and the gender differences that were observed. For example, marketing materials targeting females could stress timesaving features designed to produce information efficiently. Traditional media could be used to market diversified products.

Where Do We Go From Here?

With this baseline of college students' use of Internet, traditional media and online newspapers, we have a place to start in which to gain a better understanding of their information seeking, newspaper readership and interactive communication on the Internet. We did not target this group simply because they were available. We targeted them because their access to newspapers, computers and the Internet is essentially free and universal. That circumstance is unique today, but it's the direction in which Internet use is headed for the general population. Additionally, the media use patterns of these young adults which are being established during their college years, and we might anticipate these patterns to hold as this group matures. The implications of their media use habits are significant for the newspaper industry in the future.