Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - April 2014

Tapping into the Younger Demographic

There is no question that the future depends on the younger generations, and this is especially true for the media industry. But we have a bit of a problem. As I wrote about in "The Generational Divide", the current audience of most media publications are very different from the younger and future audience.

The younger generations don't read the newspaper. To them, news is something that is continually flowing and, whenever something truly important happens, the stream thickens towards that topic. The older generations want news to function as a tool while the younger generations want it to be a companion.

You can't design it as a 'newspaper' because a 'package of news' is not a companion.

This has caused many media companies to try to reinvent themselves by creating 'something' that would appeal to young people, which is a good idea. But many traditional publishers seem to have an odd view about what young people are really like, what they want, and what they need.

There is a fundamental disconnect in targeting younger demographics, which is based on several critical misconceptions.

Specifically, traditional media people often define the younger demographic as the kind of socially snacking, shallow, superficial, celebrity-focused, share-minded audience... who are only looking for a quick viral fix.

And it seems the more shallow and pointless you make something, the more they think it will appeal to the younger demographic. But this is not what young people are like at all, and in this article we will explore why. We'll look at what's going on, and why young people behave differently than the older generations.

Note: I'm going to focus mostly on the media industry (newspapers, TV, magazines), but the same principles apply to brands.

ABC Social Square

Before we go into the real nature of the younger demographic, I want to show how bad it can get when old media companies don't understand their younger audience. There are plenty of examples to choose from, but Good Morning America's new Social Square is one the worst.

This 22 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   strategy   —


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish


What to consider before switching from subscriptions to memberships