“Younger age groups may never acquire the ‘paid-for newspaper habit’,” says a readership trends report Ernst & Young. “Publishers will have to find other means of attracting their attention.”
But the research, as reported in the MediaGuardian says CD giveaways aren’t the way to do it as they fail to address the fact that more than half of the UK’s 15 to 44-year-olds use the internet for their daily information, most of which is free.
So – will more newspapers really have to adopt the freesheet model in years to come to attract younger readers? If so, I dread to think what shoe-string budgets are going to do to the already declining quality of UK newspapers.