#APMillennials: Engaging the next generation

By Jake Kreinberg

Six media professionals from varying backgrounds provide their perspectives on what types of content generate the most engagement with the biggest — and most sought-after — generation.

A lot has been made of the next generation of consumers. Millennials, or people between the ages of 18 and 34, have been dissected more than any other demographic as organizations determine how best to engage them.

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

Not really, says a panel of media professionals representing both new and legacy organizations. People of all ages desire accurate information — it’s how they access content that’s changing.

“I think the difference for millennials is that technology changed as they hit that age,” said Nancy Lane, senior executive producer of CBSNews.com. “And so it makes how they receive it different, and they can receive (news) from more sources.”

Lou Ferrara, former vice president and managing editor of The Associated Press, says changes to the industry in the past decade have affected companies not just looking to attract younger audiences, but anyone.

“Everyone’s talking about the millennials, but really it’s about the digital transformation that that generation is sweeping in probably more than any other,” 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.

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#APMillennials, insights