SPORTS AND COMICS: TEENS GRAVITATE TO ENTRY POINT

By Published on .

A recent study for Newspaper Association of America, conducted by Teenage Research Unlimited, found 69% of teen-agers read a newspaper in the last week, and 40% of them read or looked at a local daily newspaper in the past day.

For Sunday newspapers, 72% of teens read or looked at a Sunday newspaper in the past month; with 78% of teens ages 15 to 17 reporting they've looked at a Sunday newspaper.

Not surprisingly, the sports and comics sections are read most frequently by teens (59% and 43%, respectively), although a considerable number, 40%, say they read the front page as well.

"A high level of exposure to newspapers will continue to help newspaper loyalty grow," notes Anne Billups, research director for the NAA. "It doesn't matter how the paper gets into the house, but [for] kids who have regular access to newspapers -- [that] makes a difference in their reading habits."

Teens say newspapers do a good job in educating them about the local community; providing detail in stories; being accurate and believable; and providing them with helpful information.

When asked about the media they most rely on for news, more than two-thirds of teens, 68%, say they look to newspapers for local community news; 63% say they look for high school and youth-sports news, and 52% say they count on newspapers for information about local politics and government news. For overall news and information content, newspapers were cited by 47% of teens vs. 32% for TV.

Newspapers were cited as the second most preferred media for advertising information. The survey found 60% of teens like TV for awareness of new products, but 55% rely on newspapers for pricing information, finding local availability and for classified advertising.

The survey of teen media usage questioned young people ages 12 to 17 in 16 qualitative focus group discussions in four markets, Atlanta, Boston, Chicago and Los Angeles.

In the second phase, 1,200 telephone interviews were conducted around the country last spring. Teens had permission from a parent to participate in the

In this article:
Most Popular