Why under 35s have switched off from news - and what to do about it
And the main benefits of The Independent's Buzzfeed deal could be the boost to social media reach
Welcome to this week’s Future of Media newsletter from Press Gazette on Thursday 4 April.
Anyone who has met (or is related to) a member of Generation Z will know that that under-25s interact with news in a very different way from older folk.
Like anyone else, they have passionate views and are often highly engaged in political issues and social justice. But they are far less likely to go directly to news publishers to access information.
She has revealed which publications are doing the best when it comes to attracting an audience of under-35s and teases out lessons for all when it comes to reaching the next generation of media consumers.
One title which arguably has a good plan in place for reaching younger readers is The Independent following its licensing deal to take over the brands Huffpost, Buzzfeed and Tasty in the UK. I’ve taken a closer look at the metrics and concluded that while the increased website audience will be handy, the real value in the deal could be the vast increase in social media reach it provides.
And finally, our reporter Clara Aberneithie spent the day at Journofest 2024 in Twickenham where giants of journalism like Alex Crawford, Martin Brunt and Stephen Wright shared their insights with News Associates trainees.
It included revelations from Crawford about the hidden challenge of being a female foreign correspondent and from Wright about why reporters need to stay in touch with their feelings. You can read the highlights here.
New from Press Gazette
How under-35s’ interest in news has collapsed and what we can do about it
Data shows scale of collapse in young people's interest in news - and which news organisations are doing best at keeping them.
How Independent’s Buzzfeed deal supercharges its social media reach
Paid brand partners are not concerned about whether they reach their target audience on publisher websites or on third-party platforms.
Journofest 2024: Alex Crawford, Stephen Wright and others share their industry insights
“Familiarise yourself with AI as a tool – but bear in mind that AI will never replace human interaction or pitching an interesting story.”
Also on Press Gazette
News agency employing 30 calls time due to falling publisher budgets
How publishers will need to change subscription policies due to Digital Markets Bill
Top 50 UK news websites: Most brands report audience dip in February
Video brand TLDR finds way to make money providing news for the young
What news publishers should do now to avoid extinction in 2025
Our latest podcast
Podcast 68: How to make news pay on Youtube with TLDR News
Founder of video news network TLDR News Jack Kelly explains how he funds an 11-strong editorial team providing serious news for younger viewers on Youtube.
The profitable publisher is funded mainly through the Youtube ad revenue split and direct-sold sponsorship – but also made a successful foray last year into print publishing.
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Entries are now OPEN for the Future of Media Awards 2024 (which celebrate the best journalism-based digital products). Check out the full list of categories here. Note: These awards are free to enter.