Young people want news with depth, something they aren´t getting now. This is an eye-opener for newspapers, said Jim Kennedy, director of strategic planning at the AP, who presented a new consumer study, conducted with the anthropologist Robbie Blinkoff, at the opening session of the 15th World Editors Forum.  

18 young people, between the ages of 18 and 34 from all over the world, were studied intensively in the survey which established the fact that young people use different platforms in their media consumption. They start their day with e-mail news, later get an update on their mobile phone and then search for background details on the internet. Television tells of spin-off effects, how a story is going to develop, said Blinkoff.

A big problem media faces today is that young news consumers experience news fatigue, because they have hundreds of channels to choose between. Constantly checking for updates cn be linked to boredom, claimed Blinkoff.

The survey shows that facts and updates are over-represented in media today and are not what young consumers are after.

Kennedy and Blinkoff pointed out that we already have a media landscape with different publishing channels such as internet, mobile phones, newspapers, radio etc. News must be presented on each channel, as the survey showed that young consumers use different media platforms.

Blinkoff said that media companies have to find the answers to two challenging questions:
- How should we connect different platforms? 
- How do we differentiate the story to suit each platform?