A thought on brand names and youth

Posted by John Burke on May 16, 2006 at 11:50 AM

A report published in USA Today found that only 20 percent of teenagers aged 16-18 could name the largest 4 American broadcasters and only 33% of those between the ages of 16 and 34 could name all 4. What's more, with networks now selling their programming through iTunes and now MySpace, this already low number is likely to fall even further in the coming years.

If they can't remember the names of 4 major television networks, will youth remember the names of newspapers which number in the thousands, especially seeing as television viewership among younger generations is much, much higher than newspaper readership? Is it worth arguing about brand when it comes to news?

Source: CNN Money, Reuters (MySpace)

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