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Plus Report - By Thomas Baekdal - July 2022

How to publish news for young people (advisory analysis)

One of the almost universal truths in publishing is that most publishers have a difficult time getting young people to use them. This, of course, is not a new problem, and neither is this the first time I have written about it. But let's take an updated look at this problem.

Let's look at some of the obstacles that publishers face, discuss what publishers can do to get young people to pay for news, look at the changes that you need to make, and talk about some of the misconceptions that publishers continue to make.

I'm going to approach this article from the perspective that we want to launch a new newspaper "for young people". How would we do that, and what would that look like?

What is a young demographic?

We will start with perhaps the biggest misconception of all. What even is a young person? How would you define this? Would you define this by age... and, in which case, how old are they?

Well, no matter what your answer might be, it's going to be wrong because you can't define someone by age. There is no such thing as 'young people', just as there is no such thing as old people. You might be 79 years old, and spending your time riding your bike. Or you might be 60 years old and spending every day sitting on your couch watching TV. Which one of these two is old?

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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


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