Wise and Young is a blog worth reading if you want to understand younger consumers. Take this blog entry about newspapers and how to make them more appealing to young people. Here are the key points Levi Brooks makes in this entry:
1) Get your articles, content, etc. in to the hands of the youth (be it real world or online) – Why not have more news stands on campuses? Why not offer free newspapers on Sundays to college students? Get your product in to their hands, even if it means giving it away for free, and get them hooked.
2) Brand your newspaper as being smart and fresh – The youth are attracted to fresh and up to date material. Newspapers do provide fresh content, but the feelings evoked when purchasing a newspaper is stale and old-world.
3) Keep their attention – I’m not saying newspapers should turn to yellow journalism or mock magazines, but do something that would keep the youth’s attention span. Providing more youth friendly content and progressive articles that challenge the norm are a place to start (which the AP is trying to do with this new service).
4) Tie in with Online Services – MySpace and Facebook provide journalists a prime delivery method to the youth. Murdoch owns MySpace and I have no doubt he’s going to merge his news empire to the online space, but he better give the users complete control over what content they see. Facebook is a great place for newspapers to deliver content to the college group.
Wise and Young is also the name of the a communications agency Levi and his partner run in the United States.