How should news companies cultivate younger consumers?

Kassy Cho, founder and editor-in-chief of Almost, tackled that topic during a dynamic presentation at the recent INMA World Congress of News Media in London. She talked about the ongoing challenge that publishers face: how to bring in younger readers in an era of news avoidance.

“What if it’s not that young people aren’t into the news,” she asked. “But it’s that young people aren’t into YOUR news?”

Frustrated by traditional media sources, Cho founded Almost — positioned as an independent social-first news outlet delivering global news stories and empowering young voices. In three years, Almost has amassed 223K total followers across its accounts with a predominantly younger audience. 

“If you can’t find young people, you are simply not finding them where they are,” she said. “Young people want the news, but they’re not necessarily going to meet you where you are.”

Cho pointed to research showing younger consumers are interested in news, but the majority get their news from social media. Almost focuses its news content on social media, fitting seamlessly into younger readers’ lives.

She also myth-busted that young people aren’t interested in hard news, saying content on the impact of climate change and a series aimed at empowering women have resonated with Almost’s audience.

Invest in young people, she said, because they are your future audience.

“When I worked in traditional media, there was definitely a desire but also a resistance toward engaging with younger people,” she said. “But there was also a resistance to change. Media has been slow to adapt, but instead of adapting, we should be innovating.”

She offered three things publishers should do:

• Embrace social-first methods and experimentation.

• Adopt audience-first approaches and iterative curating.

• Invest in young people and culture shifts.

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