October 2000

Teenagers: Opportunities for Newspapers


Recent research Belden conducted for the NAA Teen$eek project and ongoing research among teens for the Providence Journal prove newspapers are sitting on a gold mine, yet don't seem to realize it. Two-thirds of teens read their local daily paper over five weekdays, and seven of ten teens read their local Sunday paper over four Sundays.

More numbers: teenage boys are slightly better newspaper readers than girls. Readership of the daily paper increases with age; 16 - 18 year olds are more likely to read the daily paper than are 12 and 13 year olds, plus, they read more days a week. On Sunday, though, there are few differences in overall readership by age, although 12 and 13 year olds are still less likely to read as frequently.

Where Do Teens Get the Newspaper?

The majority of teen readers - about seven of ten - read their parents' paper. This includes home delivered papers and those brought home. On Sunday, the number is even greater; eight of ten. Between one and two of ten read a paper available to them at school, primarily through NIE programs. The rest read a copy at a public place or at a friend's. A handful purchase their copy. Newspapers must find ways to get into the hands of teens whose parents don't provide it. Greater availability will increase readership among teens, and improve reading frequency. Current efforts are critical to developing teen readers into more consistent 25 and 30 year olds who rely on the "paper" no matter how distributed! No doubt the Internet can play a significant role!

What Are Teens Reading in the Newspaper?

The top five sections or features read by teens are the lifestyle section, main news, sports, comics and movie ads or listings (in both the daily paper and weekend entertainment section). More teen girls read the lifestyle section and movie ads and listings, and more teen boys pick up sports.

On Sunday, the TV book and local area news are also among the most popular content. The color comics on Sunday attract almost eight of ten teen readers, both girls and boys. (What about publishing color comics one day during the week along with other content that appeals to teens?) Teenage girls are more likely to read Sunday lifestyle section, the TV book and their local area news. Just as on weekdays, teen boys are better readers of sports.

Opportunities for Selling

In addition to determining newspaper readership patterns for teenagers, the Teen$eek study revealed many strong possibilities to attract advertising to teen products.

1. Unexpectedly, four of ten teens use coupons a month. Food and entertainment more than anything else. The high use of coupons in grocery stores is a reflection of the fact that almost nine of ten teens shop in grocery stores each month; some are even the primary food shopper for the household.

2. Clothing is at the top of teens shopping list and accounts for the largest share of their spending. Eighty plus percent buy clothing monthly and the median amount spent across the three markets studied is just under $60. Teen girls spend more on clothing than boys, and spending increases with age.

3. Entertainment. More than nine of ten spend money on entertainment - movies, video rentals, concerts, bowling, etc. each month. The median amount spent is more than $36 a month. Teen boys spend more on entertainment than girls; and, again, the amount increases with age.
   Teens rent an average of five videos a month and see almost three movies. Newspapers should expand - or provide - info about video releases, stars and what's on at the movies.

4. Dining out - fast food restaurants attract almost nine of ten teens each week, and they eat more than three meals at fast food restaurants, including take out. Six of ten teens eat at a mall food court each month - an average of three times.

Almost nine of ten teens patronize sit-down restaurants, where they eat an average of more than four meals. Teens also eat at cafeterias other than school and at buffet restaurants, but less frequently. Teenagers in one market eat an average of one meal a day out, not including meals at school.

Advertisers want to reach teens - they just assume other media provide the only way. Local businesses need to know how well they can reach the teenage market through the newspaper, and local market information is the best source of information of value to advertisers and potential advertisers. A media mix maximizes newspaper strength with the teen segment as the answer!