Interactivity with ‘Generation Y’ and small southwestern community newspapers

Abstract

This 2003 study explores what newspapers under 15,000 circulation are doing on-line in their attempt to interact with “Generation Y” in order to win them as readers and future subscribers. There are more newspapers published under 15,000 circulation than any other type in America. The results are startling. The small southwest dailies in this study have dramatic documented circulation loss from 1996 to 2001. News executives self-report they are trying desperately in their newsrooms to interact on-line with readers despite a serious problem of constant reporter turnover.