Session: How to attract the Gen Y generation and what are their sources for news?

Convener: Peggy Kuhr, notes by Peggy and Cecily Burt
Participants: Peggy Kuhr, Cecily Burt, Mike Van Buren, Christine Saed, Scott Hall, Bill Densmore, Stephen Silha, Dave Johnson, Jim Shaffer

Discussion: Peggy is struck by the lack of younger faces in gatherings to talk about the future of journalism; baby boomers show up; Gen Y’ers don’t … or they aren’t invited. They get their news elsewhere and may not be eager to participate in mainstream media models.

Youth get bits and pieces of news from many sources (Myspace – high school
Facebook- college, MTV- not just music videos, national and world news from a youth perspective), just like adults, albeit less traditional sources. News is what they want when they want it.

The Daily Show is that generation’s trusted news source. (Scott Hall said his daughter must be ingesting topical national and international news from somewhere because she wouldn’t get Jon Stewart’s humor otherwise. Watched a portion of an archived Crossfire video clip where Jon Stewart was a guest.)

Some traits of young people and media that we noted (Generation Y is about 8 to 26 years old):

They’re connected to video and audio. To appeal, media must be multi-media. Don’t expect them to just sit there, passively reading – say – a newspaper.

Just like adults, they get their news and information from a variety of sources and media. …. A lot of new from the web, and from tv. Newspapers rank very low. They’re grazers … grazing for news/information (just like the rest of us).

Don’t assume Gen Y is monolithic in terms of point of view or interest.

Youth are desperate for community and they’re not getting it in their local newspaper, and they’re not getting it in their schools. They’re going online for community …. Myspace, facebook

If they are so desperate for community, is there some form of news ecology we can create to attract them to participate? What about “mynewsspace.com?’’ (just kidding, myspace).

One view: It’s not necessarily the form that’s driving people away from newspapers, it’s the content.

We have a generation of really smart young people …. They know a lot about the world beyond them (compared to other generations when they were young) but they don’t really see how anything they can do will make any change.

Are there solutions?:

Kids are smart but not willing to get involved with civic affairs because they don’t feel they can make a difference. They want to see tangible results from their involvement, so the Next Newsroom has to create resources for their voices to be seen and heard, whether through comments, blogs, or creating their own stories.

The best way to get Gen Y’ers involved in reading/viewing media is to get them creating media.

Young people are willing to share information about their world and interests, but you have to seek them out; they won’t come to you. They won’t offer something without being asked.

Lawrence.com is one answer by Lawrence Journal World’s to providing interest of news for younger readers. It’s hipper, edgier, youth voices and blogs. But more mainstream website, LJWorld.com also gets readers involved by inviting them to comment in real time on stories; often creating very lively debates and dialogues about the news, fairness, relevance, etc., such as a recent story posting and picture of a Humvee being blown up in Iraq.

The Minneapolis Star Tribune revamped its edition by creating the “experience newspaper” with attention to what the experiences are from reading a paper. Question: is it working out? … Better to try and fail than watch it die. Don’t fall for the argument that change will alienate loyal readers. Loyal readers are already loyal, go after the 18-24-year-olds who aren’t naturally attracted to your paper.

If you recruit young people to create news content, be prepared for a short-term investment as they move on to college or other interests. And that’s ok.

Christine, our citizen and our librarian: Journalists have to be engaged with kids. There is a big disconnect between older adults. Perhaps the two can engage around technology; the youth could help the adults operate the computers and design websites and the adults could offer to mentor the youth in business. and kids. Have to find ways to draw youth to new media; have to make it relevant.

Stephen talked about the work on Vashon Island encouraging dialog between youth and adults, using a Fishbowl model: Create a circle with youth on the outside, adults on the inside. Youth can ask the adults inside the circle any question they want to ask …. Write down the question …. The adults choose what they want to answer. Then switch places. Helps build trust and knock down barriers of communication.

The lesson of “Car Talk” (thanks to our MN radio guy). Car Talk used to be a 4-minute spot on Sunday morning …. Now, it’s huge nationwide. So, try something out, and see what happens.
If someone has an idea, for a radio show, give them a 5-10 minute spot. Let them do it, then ask How did it go? You don’t have to commit to a long-term program …. Can it be sustained …. Just do it once, and if it works, do it again …. 4-5 times, and then you’ll know if this should continue.

Rules for developing a program:
-One at a time. Start simple and start small.
-Be flexible.

The 2 most popular shows on Scott’s radio station are hosted by rural mail carriers.

Final words from a retired school teacher: Maybe news should become like lunches at school. Once upon a time, you were forced to take something from every food group as you went through the cafeteria line. Whether you’d eat it or not, you’d have to take the food because it was good for you. A lot got thrown away …. Now, it’s the “offer concept.” All kinds of food are there for you to choose from. Take it if you’ll eat it. … With the news: let’s offer it in different ways and those who are interested will take what they want.