Engaging the next generation
There are clear gaps between what young consumers want from the news and what is being provided by news producers. This is one of the critical findings from our latest research, Next Gen News, conducted in partnership with the Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University and the Google News Initiative.
Our research found that the next generation has a complex and evolving relationship with the news. They simultaneously understand the value that news can play in their lives but are often disinterested or frustrated with how it's being delivered to them.
We argue that news producers need to act now to meet the ideal news experience of the next generation. That doesn’t mean simply pivoting to short-form video or pure infotainment. It means a concerted effort to provide the news in a way that works for the next generation - which we characterise in this Ideal News Framework:
Our aim is for this research to be as practical as possible for news producers. Within the report, we explain what each hexagon of the framework means and draw on quotes from our research participants and Advisory Board. We also set out six calls to action for the industry and provide numerous case studies which news organisations can draw inspiration from.
We would love you to read the full report, watch the recording from our launch event, and share your thoughts. If you would like to set up a call to discuss any of the findings or would be interested in a project or workshop on this topic, please do drop us an email at ftstrategies@ft.com - we would be happy to help.
Next Gen News report
A joint research effort that draws upon in-depth interviews with 18 to 25-year-olds across three continents, Next Gen News uncovers emerging behavioural trends and consumption modes unique to the next generation and offers insights for news producers to meet the needs of these consumers in 2030.
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This month, we would like to showcase some of the research that provided the foundation for the Next Gen News report:
SVP, Business Development & Partnerships, News
9moDaisy Donald - the most actionable research I've seen on this topic and love the Workshop deck. Well done!
I help traders gain mental and technical edge in the financial markets | Full-Time Trader | Psychology Coach | My Lessons & Learnings are your Shortcuts.
9moThat is an interesting finding from your research. It's important for news producers to understand the needs and preferences of young consumers in order to cater to their interests effectively. Taking these insights into consideration can help news producers bridge the divide and provide content that resonates with young consumers.