Onderzoeksartikel

De stroeve relatie tussen jongeren en kranten als uitdaging voor uitgevers: een exploratief onderzoek naar wegen van toenadering

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Abstract

Newspaper editors are confronted with declining sales figures and research reveals that this decline is stronger for the younger age groups. Therefore editors have tried to attract young readers altering content and lay-out characteristics or editing special youth inserts. This article reports about research that analyses reading behaviour and attitudes towards newspapers in a representative sample of 1200 16- to 18-year old Flemish students. The results also indicate the degree to which editorial strategies match desires of young readers. A content shift offers the best chances: more attention for local news, extra background information and easier language can help to reduce the gap between newspapers and young readers. Adolescents indicate their strong desire to be treated as mature partners in the communication process and therefore reject a lay-out that is too innovative or too flashy. Youth inserts were evaluated as a possible tool not for this age segment but to attract readers under the age of 16.

How to Cite:

Raeymaeckers, K., (2002) “De stroeve relatie tussen jongeren en kranten als uitdaging voor uitgevers: een exploratief onderzoek naar wegen van toenadering”, Tijdschrift voor Communicatiewetenschap 30(3), 212–232.