Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Sign In to gain access to subscriptions and/or personal tools.
British Journalism Review
This Article
Right arrow Full Text (PDF)
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Thornhill, M.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Let’s hear it for the Boomers

Matt Thornhill

The Boomer Project

The president and found of the Boomer Project has the answer to newspaper circulation problems: "For the last 10 or so years, as the internet has become a major part of daily life, newspapers in the United States have been struggling with the loss of the young adult reader - those 18 to 34 year olds. Paper after paper, large and small, urban and rural, have tried to address the strategic imperative issued from on high: Attract more young adult readers! Our advice to newspapers is the opposite. Don't worry about young adults, worry about Baby Boomers, those adults ages 41 to 60." While recognising the difference between U.S. and UK markets, Thornhill produces statistics to show that papers should be chasing Boomers: "In the United States today, according to the Census Bureau, one out of every three adults over the age of 21 are Baby Boomers. Those 78 million post-WWII babies are a population bubble that is still a long way from bursting. If Boomers comprise such a large portion of the total potential audience for newspapers, ignoring them seems foolish. According to the Pew Research Center for the People & the Press, consumption of newspapers in the U.S. by Boomers has withstood the birth of new media fairly well." And targeting Boomers will work in Britain, he suggests.

British Journalism Review, Vol. 18, No. 1, 57-62 (2007)
DOI: 10.1177/0956474807077792
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?