My latest for CommonWealth Magazine takes a look at the disconnect between young people and the news. Among the folks I interviewed was veteran television journalist Judy Woodruff, now with PBS. Earlier this year Woodruff hosted an hour-long report called “Generation Next,” which examined the lives of people between the ages of 16 and 25. Here’s part of what she told me:
Much of the news young people see is not presented in a way that’s relevant to them. It’s presented in a way that makes sense to people who are older, who know what Medicaid Part B is, or who know what the Kyoto Accord is, or McCain-Feingold. There’s a lot of jargon in the news, and there’s an adult framing of the news, if you will….
I think we need to put ourselves in their shoes. I’m not at all saying we should dumb stories down, because young people today are smart. They’re better educated than any generation that preceded them. But we need to find out what they’re interested in and address the news to them. They’re young. They’re not at a stage in their lives where they own property and are home by 6 or 6:30 at night.
My bottom line: News organizations need to move more quickly in embracing technologies such as interactivity, sharing and social networking. But young people have an obligation to start paying attention to the world around them, too.
If you read the article, you’ll come across a note on how difficult it is to measure the number of people who visit a Web site. The specific example I cite is BostonHerald.com, whose internal numbers show more than three times as many visitors as those counted by Nielsen/NetRatings — a disparity that is not at all unusual.
On Sunday, the New York Times ran an article that explains all, sort of. The most startling assertion, given how important the Web is to the future of the faltering news business, is this: “[T]he growth of online advertising is being stunted, industry executives say, because nobody can get the basic visitor counts straight.” Wow.