Study: Young Readers Prefer Fresh Package

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By: Andrew Ackerman

Two studies conducted by the Minneapolis Star Tribune and The Readership Institute of Northwestern University on how newspapers can reconnect with young readers found that the best route was to alter the way they write and package stories.

The studies, which together polled 340 twentysomethings, rated respondents’ preference for three different front pages of the same day’s Star Tribune. The one they liked best, for example, dropped a report on President Bush’s trip to Europe, and added stories on poker and identity theft (with a picture of Paris Hilton), plus a poll on exporting democracy and a box of five news facts.

Why did the Bush story have to go? Most young readers had already been exposed to it on the Web for nearly a day.

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