The Importance Of National Public Radio

2218 Words 9 Pages
For decades, National Public Radio has maintained a legacy as a successful worldwide news organization. However, the news produced tends to be consumed mainly by an older audience. It has a reputation among millennials as one of the less entertaining news outlets. It is essential for news to be exciting in order to capture the attention of this millennial audience, and NPR tends to lack the excitement value it needs to fully reach this massive demographic. In order for the station to better attract and maintain millennial readers, viewers and listeners, the organization needs to cater to their lifestyle habits and preferences. In a constantly changing and developing world, NPR needs to be ahead of the game in technological advancements. NPR …show more content…
Popular belief suggests that millennials’ news interests are consumed by popular culture and celebrity gossip. In addition, according to Millennial Marketing’s website, “data suggests [that] adults age 18-34 — so-called Millennials — do not visit news sites, read print newspapers, watch television news, or seek out news in great numbers” (Millennial Marketing). This indicates that millenials must be addressed in a different manner than other age groups. It is likely true that the average millennial consumes those interests at a higher rate than their baby boomer counterparts. This is due to a litany of reasons such as ease of Internet use and the concept that brands target their specific age group. They also consume a multitude of hard news topics, or front page material news topics. In a study by the Media Insight Project, 45 percent of millennials studied consume at least five hard news topics ranging from politics, social issues, technology, and beyond.*4 Moreover, the notion that news is not important to the millennial generation is a false one. Although only 45 percent of the participants consume five hard news topics, participants who claimed getting news was important to them was significantly higher, at 85 percent.*4 Also, 69 percent of those studied got news daily whether from a paper, television, radio, or social media.*4 While those agist stereotypes often attempt to discredit millennials, the data continues to suggest that there is a base eager to catch up on events both big and

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