The resurgence of print among Gen Z and how news organizations can build lasting relationships with this generation is the focus of a new report released on 31 October by the International News Media Association (INMA).
“How Gen Z Could Change the Print Game” delves into three key factors driving this renewed desire for print, exploring what it could mean for news media organizations.
Factor 1: Desire for a non-digital experience
Factor 2: Trust issues
Factor 3: Representation
Written by INMA Ideas Blog Editor Paula Felps, the report provides insight into how news media companies can connect with this next generation and forge relationships that will last a lifetime.
According to the report, a growing number of signs indicate Gen Z presents a new opportunity to extend print’s reach. At the same time, news publishers could use print as the gateway to reaching an entirely new audience both online and offline.
Felps explains that Gen Z is looking for new experiences from print and see it as an addition to their digital world — not a replacement for it. She further argues that the shift requires news media companies to rethink their approach to print, as this new generation of print consumers is unlike previous generations. Raised on digital, they view print as something new, different, and retro.
“How Gen Z Could Change the Print Game” features four case studies, designed to showcase the various ways current media companies are leveraging the trend.
Daily Maverick in South Africa offers a weekly printed newspaper, DM168, that is “less overwhelming” than digital. The Times of India is leveraging cause-related print campaigns and initiatives that focus on the values and issues important to Gen Z, such as mental health.
L’Actu in France publishes a daily print newspaper written for (and by) Gen Z that has become a popular product for that generation. Hindustan Times in India publishes a school edition called HT Pace geared to a Gen Z audience, attracting advertisers they might not normally see.
