For years, the Santa Fe New Mexican’s digital audiences reflected its print audience — “older, affluent, worldly,” as described by Executive Editor Bill Church. But in a market with a median age of 49.3 years old, the 176-year-old newspaper’s largest digital audience segment is now 25 to 34 years old.
That segment grew by nearly 200,000 annual users in 2025 to 2.03 million, representing 30% of the New Mexican’s monthly users and 22% of its active users. Its next largest segment of 35- to 44-year-old audiences make up 25% of its monthly users and 22% of its active users, Church said. Reaching younger readers has proven a critical and elusive task for many legacy news organizations.
Comments
No comments on this item Please log in to comment by clicking here