We know that the amount of people actually reading print newspapers are on the decline. But are they reluctant to reading news? Lynne Brennen summarizes key findings of L2, a membership organization affiliated with the New York University. In their research they focused on e.g. media consumption habits of affluent Gen Yers.
It seems that Gen Y is shifting away from "valuing original source content and objective news and information", preferences short form content and has a "surprising lack of trust for the tradition role of 'editor'".
Where do we go from here?
...the insights can be used to craft our digital offerings and how we position our brands. And, while not the answer to 'why don't people read print newspapers as much anymore,' perhaps some ideas on how we get people to read our content more.