• April 07.2008

Young readers are a packaging and distribution issue, not a matter of font

Posted by Carolyn Lo on April 4, 2008 at 3:43 PM
According to Maegan Carberry, consultant, blogger and former chief of staff for Ariana Huffington, the newspaper industry's attempts to gain young readers by "hip-ifying" their products have all been based on a false premise.

"In my experience, such project teams are the beginning of the road to the bureaucratic newspaper cemetery where good opportunities go to die," she writes.

According to Carberry, the idea that such initiatives could ever draw young readers is erroneous: "There is no magic editorial strategy that will lure in unsuspecting 22-year-olds once they've shut off Guitar Hero."

Instead, "the Young Reader situation is a packaging and distribution problem."

Carberry believes the focus should not be details such as a font or layout change, but instead, building a "new approach to journalism."  This includes the building of multimedia communities with social networking tools to "define what is newsworthy" while keeping in mind the task of "delivering fair and accurate accounts of the relevant news and analysis of our time." Then "technology will deliver it in the packaging that makes sense."

The American Society of Newspaper Editors (ASNE) convention will be held April 12-16, where there will be a panel on young readers.

Source: Editor & Publisher
 
 

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