The young audience as a future reserve market for newspapers

Date of publication: June 15, 1999

Abstract:

This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format. The main focus of this study is youth aged 14 to 19 years as it is the segment to which new media is most appealing; the segment most disinclined to conventional media; and the segment which will determine what media will be consumed in the coming decades.

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