Young people perceive traditional media as more accurate, trustworthy and reliable than new media, but many get most of their news and information from another source entirely -- family and friends.

That is one of the key responses from 10 innovative focus groups of young people in 10 countries that is part of a major research project on how young people get their news.

The goal of the research was to have young people from around the world
confirm or challenge hypotheses regarding their media usage habits and
attitudes. The insights will be used to guide the next phase of Youth
Media DNA, a quantitative study in which 1,000 youths between 15 and 29
years-old will be surveyed in every country that participates in the
study.

"Most participants still value more traditional media sources and
formats, because they are perceived as being more accurate, reliable
and trustworthy," said Robert Barnard, founder and partner of the
Canada-based research consultancy D-code, which is conducting the
research for the World Association of Newspapers.

At the same time, however, "many participants in this phase listed
discussion with friends' as a top source for news and information,
sometimes ranking higher than TV or newspapers. In particular, social
networks appear to be key in spreading entertainment news for most
young people."

"Although information gathered from family and friends may not be
accurate, young people appear to trust family and friends much more
than media sources," said Mr Barnard, who added that the reasons for
this phenomenon will be the subject of the next phase of research.

The research released today, during a seminar on the eve of the World
Newspaper Congress and World Editors Forum in Cape Town, South Africa
(http://www.wan-press.org/capetown2007 ), is a  preliminary phase in a
major WAN research project called Youth Media DNA to help newspaper
companies develop better strategies for reaching young readers. The
study is part of the WAN Young Reader Development Project, supported by
Norske Skog, the
Norway-based international paper manufacturer.

D-Code recruited 100 young people, 15 to 24 years-old, in Colombia,
Japan, the Philippines, Lebanon, Serbia, Spain, Sweden, United States
and United Kingdom, to document their media habits and discuss their
attitudes towards news and newspaper readership. This was done through
one-on-one long interviews, on-line discussions, and media diaries.

While the exploratory phase was not designed to draw conclusions about
young readers globally, it is enough to explore participant reactions
to the hypotheses, which have implications for future news delivery and
consumption and can help newspapers better understand how to reach
young people. The hypotheses include:

- Are young people are getting news and information from many media
sources?

"Many participants said that they feel uncomfortable trusting a single
authoritative source -- even among those that they rely upon on a
regular basis," the report said. The use of multiple sources and
formats is true not only for the formats they use, but also for the
news brands they are loyal to."

- Is interest in 'passive' forms of media (radio, TV, etc.), waning as
young people want to interact with -- and contribute content to -- news
media?

"Despite the stated preferences for the internet as a news and
information source, and the growing interest in personal devices that
facilitate citizen journalism, most participants still value more
traditional media sources and formats, because they are perceived as
being more accurate, reliable and trustworthy," the report said.

- Are young people spending less time with traditional media and more
with new media?

"Young participants said that usage of new media (i.e., computers,
mobile phones, the internet, and MP3 players) is increasingly taking up
time participants would have spent with traditional media, though this
time is obviously restricted in countries where the digital divide
remains a strong barrier," the report said. "Despite this, many
participants say they would like to spend more time with newspapers and
other traditional sources of information.

"Contrary to stereotype, many young participants remained respectful of
traditional information sources and few dismiss them as obsolete."

- Is the biggest competition for news and information in the future the
young people themselves and their social networks?

"Feedback from participants in this phase listed 'discussion with
friends' as a top source for news and information, sometimes ranking
higher than TV or newspapers," the report said. "In particular, social
networks appear to be key in spreading entertainment news for most
young people.

"In future research, it will be interesting to probe deeper about the
nature of how news and information are shared through social networks.
Although information gathered from family and friends may not be
accurate, young people appear to trust family and friends much more
than media sources. Why does this appear to be the case? What topics
are more appropriate for this kind of relationship?"

"Are free newspapers driving curiosity in news and inspiring youth to
dig deeper?

"This issue appears to be key to the development of future strategies
on youth newspaper readership," the report said. "Free commuter
newspapers are common to most young participants around the world and
the consensus is that they drive curiosity in news and information.
Overall, most participants said they read paid newspapers more
frequently than free newspapers. Many respondents said that free
commuter newspapers are well-suited for travel to and from school and
work, while paid newspapers are more likely to be read at home."

The full report can be found at
http://www.wan-press.org/article14281.html (download from bottom of the
page).

The Paris-based WAN, the global organisation for the newspaper
industry, represents 18,000 newspapers; its membership includes 77
national newspaper associations, newspaper companies and individual
newspaper executives in 102 countries, 12 news agencies and 10 regional
and world-wide press groups.

Inquiries to: Larry Kilman, Director of Communications, WAN, 7 rue
Geoffroy St Hilaire, 75005 Paris France. Tel: +33 1 47 42 85 00. Fax:
+33 1 47 42 49 48. Mobile: +33 6 10 28 97 36. E-mail:
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