Want Young Readers? All it takes is Money, Time, Staff and Space : a Resource-Based View of Newspapers’ Strategies For Luring Kids and Teens to News
Journal Title: ESSACHESS - Journal for Communication Studies - Year 2009, Vol 2, Issue 1
Abstract
The newspaper industry has long expressed a desire to attract more children and teenagers to their products. Attracting young readers, however, requires strategic decisions and resource allocation. The Resource-Based View (RBV) of strategic management suggests that newspapers must devote unique resources to creating or acquiring content that will attract young people. Using the RBV as a theoretical framework, this study surveys U.S. daily newspaper publishers about what resources (time, money and people) they are devoting to attract young readers. The study finds that few newspapers have truly made a full-time commitment to attracting young readers. Increasing resources should lead to increased performance in trying to reach young audiences.
Authors and Affiliations
Geoffrey M. GRAYBEAL| Doctorant, Grady College of Journalism & Mass Communication University of Georgia Athens, GA
Keywords
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