The newspaper industry, ever valiant in its fight against declining subs numbers, is always trying to pitch “young reader” publications.
They should take a quick lesson from George Lakeoff and try to frame the issue differently. The name alone, “young reader product,” positions the newspaper as “old” and the target market as “young.” Young is a relative term – someone in their 40s is young to the retiree. If newspapers worked a little more at being part of the young crowd and including the young crowd, they might learn that “young readers” are not just a target market to ensure future subscribers.
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