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Don't talk down to teens on the webPARIS & DARMSTADT: New research about adolescent preferences in newspaper news sites confirms what every parent knows - they resent being talked down to. Results will be presented at the World Young Reader Conference in Prague, Czech Republic, 27-30 September 2009, organised by the World Association of Newspapers and News Publishers. “The term ‘youth news website' conjures up visions of a site heavy with lifestyle and entertainment content, with a little news on the side. But what teens say they want are news sites that do news well, not dumb it down or pose as experts in teen culture,” says Michael Smith, director of the Media Management Center at Northwestern University. Smith, who conducted the study for the Newspaper Association of America, will present the results at this conference which will focus on a full range of strategies to successful connect with the young on multiple platforms. The event is one of the first to be conducted since the merger of the World Association of Newspapers (WAN) and IFRA to become WAN-IFRA. Says Smith, “Given that teen responses were very similar to those of adults who are light readers, we recommend creating a new type of site - not just for teens, but for all people who lack experience with news and have a limited amount of time to get engaged with it. “We found that there are better ways to serve teens with online news. The answer isn't to dilute the news, but to be bolder.” Key recommendationsKey recommendations of the youth news website study include:
“The results offer useful lessons for newspapers worldwide, especially as we've seen such international parallels in behaviour and preferences in other youth media research,” adds Aralynn McMane, director of Young Readership Development at WAN-IFRA. Other topics to be discussed at the World Young Reader Conference include:
The conference is supported by Norske Skog, the Norway-based global paper producer, and the Czech Publishers Association. Full details can be found at www.wan-press.org/prague2009. |