Business women with cell phones

I’ve been a cheerleader for local news organizations in their quest to attract Millennial audiences, but I’m starting to wonder if publishers are too convinced that reaching the youngest generation of adults is the magical elixir for all their problems.

Gannett — publisher of the biggest chain of local newspapers — recently acquired a minority interest in Millennial-focused Billy Penn, the news site that Jim Brady founded in Philadelphia, and may be eyeing expanding that Millennial-focused operation to other cities. Meanwhile, Newonomics columnist Ken Doctor’s recent article on the Charlotte Agenda was headlined: “What Are they Thinking: The Millennial Gold Rush Goes Local, in Charlotte.”

To be sure, Millennials (18-34-year-olds) are the most populous age group, comprising more than a quarter of the country — and they are the most avid users of digital platforms, especially smartphones. But community news sites, challenged from so many directions, can’t afford to just aim at the


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Source: Street Fight