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Karen Workman, social media staff editor for The New York Times, discusses how millennials -- born between 1980 and 2000 -- consume news and how journalists can create scannable, mobile content to appeal to them. This presentation -- Millennials: Attracting Young Readers and Viewers -- was part of the Las Vegas NewsTrain on Oct. 10-11, 2014. Please see an associated handout: Attracting Young Readers and Viewers. NewsTrain is a traveling workshop for journalists sponsored by Associated Press Media Editors. For more information, visit http://www.apme.com/?AboutNewsTrain
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G E N E R A T I O N S 1904-1924 (age today: 90-110 | 59.6 million live births)
G.I./Greatest Generation
1925-1945 (age today: 69-85 | 55.4 million live births)
Silent Generation
1946-1964 (age today: 50-68 | 75.9 million live births)
Baby Boomers
1965-1979 (age today: 35-49 | 51.5 million live births)
Gen X
1980-2000 (age today: 34-14 | 77.9 million live births)
Millennials Image Credit: quinn.anya via Compfight cc, bit.ly/1y081sk
What do we know? • On track to become most-education generation. • They’re optimistic and want to make a difference. • But are skeptical and untrusting. • They’re staying single longer. • But rank parenthood and marriage > career and financial success.
• Ethnically and racially diverse. • Not likely to have served in the military, and are not very religious. • Respect their elders and get along with their parents. • Most likely of any generation to self-identify as liberals.
Image Credit: Yvonne Leow
What about news? Many are going without it.
Got news yesterday? Those who answered no: • 29 percent of those younger than 25
• 19 percent of those ages 25-39
Official White House Photo by Pete Souza
First off We’re not idiots. We’re educated, and we care.
We do want serious news.
via Digiday, read more: bit.ly/millennial-readership
Digital is where it’s at
71 percent of those ages 18-29 cite the
Internet as a main news source.
Social is how they’re finding it
34 percent of those ages 18-24 said they saw
news or a news headline on Facebook or another social networking site yesterday.
Through their phones
Young people get news on mobile devices to
similar degrees as older users, more so on smartphones than those 50 and older.
When they have time
Younger news consumers and those who get
news online or from social networks “graze” — they check in from time to time, as opposed to
getting news on a schedule.
Image Credit: photosteve101 via Compfight cc, bit.ly/1m2OzpB Image Credit: mkhmarketing via Compfight cc, bit.ly/1s1v79l
Image Credit: real.tingley via Compfight cc, bit.ly/1peRaYt Image Credit: Adrian Ilie, cc via Wikimedia Commons, bit.ly/1qTr6pK
What do I do with that?
• Make mobile a priority.
• Care about social presentation.
• Build “scannability” into (many) articles.
• Rethink how ongoing news is structured.
Image Credit: Jonas Tana via Compfight cc, bit.ly/1nVuSeU
WINNING MOBILE
• Fast load time (Go light on heavy elements such as photos and videos if your site doesn’t play well.)
• No interstitial ad (Google penalizes you as much as your user does.)
• Responsive design (Fits to the users’ screen)
• Think in terms of thumbs (Can the thumb easily scroll up and down?)
• Mobile = On The Go (Your user is probably on the go. Is your content easy to consume on the go?)
LOSING MOBILE
Social Presentation You pitch a story to an editor, but how are you pitching it to your audience?
✔ Simple, informational and dynamic headline ✔ Strength and relevance of a related image ✔ Tone of language accompanying the link
✔ Engaging share text ✔ Employ emotion where relevant.
C H E C K L I S T
Beyond millennials: We have a problem with ongoing news.
The platforms we deliver news on have changed, but our approach
to covering news has not.
Photo Credit: _M-j-H_ via Compfight cc, bit.ly/1BE0cH4
Circa is trying something
Vox is trying something, too
Scannability It’s not about dumbing down content or creating cat listicles.
• Rethink the traditional article structure around informational subheds. • You don’t have to use numbers (even though these examples do).
Via Las Vegas Sun, bit.ly/amber-article
Via oregonlive.com, bit.ly/oregonlive-ducks-spartans
Exercise Take this article, make it scannable.
What about video?
T h e b a s i c s
• Replicate broadcast news • Be redundant of the story • Include video just to have it • Shoot vertical on your phone • Use a continuous clip of a talking head • Pan and zoom*
DON’T • Focus on emotion • Use video that complements the story • Be ready for breaking news • Learn basic editing • Use b-roll • Use stationary clips*
DO
* Unless you’re a professional, super-great videographer
Image Credit: David Freid, @dfreid
DON’T FLOOD THE INTERNET WITH
BAD VIDEO, PLEASE
Image Credit: alltheragefaces.com
Do be ready to capture moments like this
What’s everyone watching?
It’s not really about millennials.
What next? I mean, I’m not a wizard. I don’t know. Maybe think about stages of life instead of generation-specific stuff. And keep changing.
They’re gonna grow up. And change. There will be other generations (some say Gen Z)
“Gen Z” is already ditching traditional social platforms. And technology is going to keep changing, too.
Image Credit: Karen Workman
MAY WE ALWAYS TELL GREAT STORIES.
Image Credit: Lisa Yanick Jonaitis, @lisayj_msun
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