INMA lists what Gen Z and media need from each other

Digital-first, authenticity, jobs in newsrooms key to Gen Z engagement for media companies

INMA lists what Gen Z and media need from each other
The report shares what research shows about Gen Z and explains what that means for news media companies.(Photo : Austin Distel/Unsplash)

To engage the next generation of news readers, it’s critical for news media companies to learn not just how to deliver what Gen Z is looking for, but also to deliver it on the platforms where they live while ensuring they are represented in the newsroom, says a report by the  International News Media Association (INMA).

The report titled ‘What Gen Z + Media Need From Each Other’ explores: How and why platforms matter; Engaging and retaining Gen Z and; Gen Z in the newsroom. The report shares what research shows about Gen Z and explains what that means for news media companies. 

Using six case studies from around the world, and drawing on research from the Reuters Institute, Pew Research Center, and Borrell Associates in the United States, the report looks at what companies are doing to connect with Gen Z, explains how it’s working, and shares what they have planned to continue attracting this important audience segment.

Written by INMA Ideas Blog Editor Paula Felps, “What Gen Z + Media Need From Each Other” details three key takeaways in engaging Gen Z:

*Social media via their phone is a Zoomer’s preferred platform for news.

*This generation seeks authenticity and avoids crisis coverage.

*Engaging this generation means hiring them.

As Gen Z enters adulthood and becomes the next generation of news consumers, the old playbook needs to be rewritten for a digital-first world, according to the INMA report. This means understanding their platforms such as TikTok and YouTube, and their worldview, which is more global and connected than any other generation.

Additionally, engaging the 25-and-under generation means hiring them. Per the report, including Gen Z in the newsroom requires creating a Zoomer-friendly work environment with collaborative workspaces, flexible schedules, room for experimentation, and continuous skill development. 

Among the report’s case studies are Germany’s Funke Zentralredaktion, The Australian, The Wall Street Journal in the United States, Norway’s Dagens Næringsliv, The News Movement in London, and The Sydney Morning Herald in Australia.   

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community consists of over 20,000 members at 900+ news media companies in 82 countries. 

INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, webinars, virtual meetings, an unparalleled archive of best practices, and strategic initiatives focused on digital subscriptions, smart data, products, advertising, newsrooms, and the emerging relationship between publishers and Big Tech platforms.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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