Wednesday, April 30, 2003

A Media Management Center and Readership Institute poll of 4.500 newspaper readers has delivered some bad news to the industry: the younger generation is not finding much "stickiness" in their media, and older generations are only modestly impressed by some industry improvements. This generational aspect to the content industry is oftentimes ignored in professional circles, but it's a key element that drives user behaviors in all environments. When studying professional content users, make sure to understand how the attitudes of people raised on electronic content may shape your own content deployment plans - and help you to create your own "buzz".
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