#APMillennials: Be where the audience is

By Jake Kreinberg

Our former vice president and managing editor explains how millennials are part of a larger digital transformation.

When it comes to news, do millennials seek different types of stories than older audiences?

Not really, says Lou Ferrara, a former vice president and managing editor of The Associated Press. People of all ages desire accurate information — it’s how they access content that’s changing.

Digital, mobile, social — these three buzzwords have changed the way the media industry operates. Organizations such as AP must not only think of what content to produce, but also how to then deliver it. That has resulted in more images and videos accompanying stories, as well as smaller bits of text.

Ferrara feels his company is in a strong position moving forward, as it was an early adapter to social and has an authentic brand known for quality journalism.

“That’s what people are looking for — desperately,” he said.

To see each panelist’s perspective, click here.

Jake Kreinberg

Jake is the text and multimedia product manager at The Associated Press and the former editor of Insights. He previously covered college sports as a reporter for AP and helped design its multi-year strategic plan. Have feedback about the blog? Contact us at insights@ap.org.

#APMillennials, insights