Does the X-generation read newspapers?


By Allan R. Andrews, Editor,
Pacific Stars and Stripes, Tokyo, Japan.

First published August 31, 1997

Conventional wisdom suggests newspapers are losing the battle for the attention of consumers. More specifically, conventional wisdom suggests the X-generation -- those between the ages of 16 and 29 -- are reading newspapers less and less, and that newspapers have failed to tap the generation's interests.

Circulation figures -- nationally and locally -- seem to support the contention, and astute readers will realize that a primary target for Stars and Stripes newspapers is the GI audience between 18 and 30.

Between 1996 and 1997, six of the ten top-circulation newspapers lost readers. The Washington Post, the nation's fifth largest newspaper, lost more than 65,000 readers in the one-year period, a 7.5 percent decline in readership, according to figures from the Audit Bureau of Circulation.

The Wall Street Journal, America's top circulating newspaper, was down just a few thousand readers, but The New York Times, generally regarded as the nation's -- perhaps the world's -- leader and the highest circulating everyday newspaper in America (The Wall Street Journal and USAToday, the two biggest sellers, do not publish on weekends), lost more than 50,000 readers over the past year, a 4.4 percent loss.

Only six papers in the elite list showed gains: The Los Angeles Times, USA Today, the San Francisco Chronicle, the New York Post, Newsday, and the Arizona Republic.

In the total picture, the Audit Bureau reports the nation's nearly 1700 daily newspapers dropped a combined 1.2 percent in circulation.

With slight differences between who's up and who's down, the national figures for the past three years show similar directions; in fact, international figures suggest this downward trend is not limited to U.S. publications. Newspapers worldwide are posting losses of readers.

Naysayers are poised to pronounce the last rites on the print media of daily journalism, arguing that new media and cable television are reaching younger generations more effectively than newspapers.

An often-voiced concern is that young people are not reading as their elders did; some editors blame the schools and homes of our nation for failing to inculcate the reading habit.

A colleague reports his newspaper recently studied a host of strategies for boosting circulation. The study's one solid conclusion: Don't waste money trying to reach the X-generation; they don't read.

The fundamental argument is that X-gens, a group estimated to be about 38 million strong in the United States, don't read newspapers, choosing instead to get their information from electronic sources.

That widely held belief, however, is challenged by a 1996 study conducted by the Newspaper Association in America and the American Society of Newspaper Editors.

Among the study's findings regarding members of the X-generation:

A look at the statistics compiled for this study by the Yankelovich Partners polling organization indicates that while only 24 percent of the X-gens say they read a newspaper "every day," 63 percent of them report reading a newspaper two or three times each week.

This generation reports they read more than four magazines each week and that their favorite magazine is "Sports Illustrated."

Somewhat surprisingly, the generation reports that along with news about their city, town or neighborhood, they rank crime news very high.

Another study conducted by the Radio and Television News Directors Foundation indicates that X-gens have less concern with "keeping up with the news" than do their elders.

Americans in general -- 54 percent -- think keeping up with the news is important, and 65 percent of Americans over 50 think this is extremely important. Among those under 30, however, only 40 percent think such up-to-date information is important.

The study shows that 56 percent of the general public relies on television for keeping up on current events, with 24 percent saying they rely on newspapers, which ranked second in the polling to television.

This study included specific questions on current events and showed that those who rely on newspapers answer more questions correctly than those who rely on other media.


What's an editor to conclude?

I conclude the X-generation does read, but they don't feel the same compulsion as their elders to keep up with daily events in the news, though they admit newspapers keep them better informed.
Contrary to what many believe, so-called "crime" news is as important to X-generation readers as is civic affairs news, and the X-gens, like their elders, seem more interested in their cities, towns and neighborhoods than in events in far-flung places in the world.

X-gens rely on newspapers for depth and detail, they seem to read more as they grow older, and they rely on the newspaper to review and recommend local entertainment.

This generation between 16 and 29 goes on-line, but surprisingly, the largest recent increases in online use, according to industry studies, is among those under 18 and those over 55. Incidentally, no one goes on line if he or she doesn't like to read.

I conclude from these studies that newspaper editors who write-off the X-generation in attempting to battle the reality of sagging circulation figures are making a strategic mistake, but like most editors, I haven't yet figured out the wiser strategy.


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Allan R. Andrews can be contacted at arandrews@toadmail.com