Present Scenarios of
Media Production
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Title chapter: “We Need to Keep Moving”: Strategies of News Media to Attract Young Audiences in Germany
Author: Leif Kramp
Keywords: Millennials, adolescents and young adults, media use, journalism, audience expectations, editorial strategies, opinionated news
Abstract: Which kind of news sources is favoured by young media users? Which kind of information mediation is popular among them? And how is the news paradigm changing? Established news organisations struggle in part heavily to enthuse young target groups for journalism. At the same time, social media are increasingly providing alternative ways of addressing audiences. This chapter uses data from a qualitative survey among editors-in-chief of Millennials news media in Germany to discuss how editorial strategies change with respect to the perceived transformation of audience expectations by journalists.
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Media and
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