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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital 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.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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