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David Polk

Recent Posts by David Polk

April 1, 2015


Categories: News Media

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Media Mindshare: Targeting Millennials – Forget Forbes, Try Facebook?

As if news media and their parent companies didn’t have enough woes – dropping ad revenue and even lower newsroom morale top the list – more bad news recently crossed the wires. Though millennials, the 18-to-34 year olds marketers are desperately trying to woo, want to stay on top of current events, they hate paying for news, according to two new studies. A Media Insight Project report revealed 85 percent of millennials feel that keeping up with news is at least somewhat important to them. However, in a poll conducted by Retale, a location-based mobile platform that connects shoppers with retailers, 58 percent agreed with the statement, “I am not willing to pay anything” for digital news content. You don’t need a PhD in Economics to know this is a huge problem for The Wall Street Journal, The New York Times and scores of media outfits that have invested heavily to sell online and mobile content to the connected generation. It also creates an unusual challenge for media relations pros whose clients only value placements in top-tier consumer or business outlets. Fortunately, while the MIP and Retale studies sound a clear warning, they also offer clues to cracking the codeContinue Reading