What is the least factual news source
BDZV study: What millennials expect from newspapers
Millennials - the generation of 15 to 35-year-olds who grew up with the Internet - pose a particular challenge for newspapers.
Solution-oriented journalism is in demand
"Newspaper content is still important for young people, especially when it comes to credibility and the value of news," explains communications researcher Stephan Weichert. The reporting should be serious, factual and reliable - this also applies to local reporting. Millennials are particularly interested in socio-political developments and critically question journalistic news sources. They reject shrill tabloid news; as well as negative and crisis-fixated news that spreads fear. Instead, you want to be shown perspectives and possible solutions.
Millennials mostly use social channels
Only very few use the print edition of a newspaper. Many people only get the information from social media such as WhatsApp, Facebook, Snapchat and Instagram. Above all, young readers want high-quality media content on their smartphone on a regular basis, which - according to the researchers - is used as a “remote control for life”.
"Many publishers have expanded their distribution channels and are taking their content to where the young target groups consume and share their news," says Hans-Joachim Fuhrmann, member of the BDZV management. Over 200 newspapers are already active on social media. They use Facebook as a platform, offer newsletters via WhatsApp and work with Snapchat and Instagram.
The study encourages the newspapers to continue on this path and to develop an even stronger feeling for technological innovations in the editorial offices. Constant change is the norm, especially when it comes to the target group of millennials.
On behalf of the Federal Association of German Newspaper Publishers (BDZV), the scientists, Prof. Dr. Stephan Weichert and Dr. Leif Kramp, examining the media use of millennials. In addition to the target group themselves, they also conducted many interviews with editors-in-chief who are responsible for specific news offers for the young target groups.
Further results of the BDZV Millennial Study can be found here.
You can order the complete millennial study here.
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