For decades, experts have warned that in the future newspapers will face permanent circulation declines because they are attracting fewer young adult readers than in the past.

The future is now.

In “Unlocking the Newspaper's Value for Young Adult Readers,” INMA examines the challenge of declining readership among adults age 18 to 34.

Generations X and Y are reading newspapers at record low levels for their age bracket. This strategic report explores the causes and effects of the decline in young adult readership that has been ongoing since the 1960s and identifies key trends — ranging from technology innovations to global population growth patterns — that are influencing the behaviours of young adult newspaper readers.

With input from industry experts and analysts, INMA identifies the challenges newspapers face when targeting young adult readers, offers some predictions as to what the future may hold, and discusses how newspaper publishers can begin to change their operations to better engage young adults.

Please note that this is a digital report, produced in PDF format, meaning you will need an updated version of Acrobat Reader. You can obtain the latest version of this free software (Version 6.0) by clicking here.