By now no doubt you’ll have read our piece on why millennials seem to be disconnected from the news (and if you haven’t, don’t fret! Grab a coffee, read the article, then pop back when you’re done).
The key takeaway from that article is this: if you’re measuring millennials’ engagement of news content by how they read the digital front page, you’re not getting an accurate picture. Numerous studies have demonstrated that millennials consume information differently, so it’s probably high time we stopped taking ‘newspaper’ (digital or print) as a byword for ‘news’. As publishers it’s important to recognise that - and seek to understand what kind of content millennials are responding to, the channels they’re using, and how your brand can intersect those two things.
So, it’s about connecting content, with channel, with consumer.
Here are some ways to get that ball rolling.