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Millennials News Consumption


Access to news is uninterrupted and constant for everyone, not just millennials. But the important differences that publishers and marketers need to focus on are the mindset and consumption patterns. An important observation is 84 percent of millennials simply don’t trust traditional advertising. While the bigger players for their attention are YouTube, Netflix and Facebook. According to research, YouTube ranks the highest, with an average of 8.1 hours spent per week, followed by Netflix (7.4 hours) and Facebook (7.3 hours).



Use data and values



In recent years, audience values have started to more directly guide online engagement parameters. From online and digital access, to personalized and relevant content, and even using short form content, easy to skim. This is all to help your brand speak the language of your current audience. By looking at the way online topics trend up or down, how and when information is communicated, there are some tips you can apply. Be very visual in every aspect of your communication. Not only that, gather data on interests and values, to appeal in a transparent manner. Do not view online interactions as transactional but cater your messages and posts to an interactive board of discussions. Seem more approachable and open to examine and consider comments and direct messages.



In addition, across generations from one third to one half of respondents said journalism isn’t relevant to them – 44% of Millennials, 41% of Gen X, and 39% of Gen Z. This might be mainly due to the fact that the word journalism is limited to newspapers and print products. While in the past, journalism was viewed as a pillar in providing true facts and information to guide decisions; nowadays other characteristics define good journalism.



Transparency is ranked as a very important quality for any media outlet. The growth of fake news has created a layer distrust across all generations. Marketing and advertising is now based on manipulation and bias, using data and values to trap and sell information. Catchy and outrageous claims that speak to audience values, get more attention but push readers to dislike the actual information provided. While creativity is another emphasis on online news for engagement, a true representation and transparency need to be in the forefront for any news media communication plan.



Attention spans are focused on specific interactions depending on the topic of interest. One of the main things to note is that two-thirds of our generation now watch or listen to news more than they read. This does not mean that they do not read at all – when purchasing items or making decisions on services to use, many go online to product reviews and trusted sites that have industry expertise. Rather this means, that visuals such as videos, GIFs, photos and emojis – better guide the rating for what is read and looked at first. If more bonus data is presented to provide transparency and depth of engagement, it is more believable and more important. So follow the different mediums of communication where they are online – Youtube, Facebook, Twitter and Instagram.



Lean into video and social channels



More and more all young adults are visually minded, as most have had access to and grown to learn through mobile video in every area of daily lives. We can watch recipe videos, we can work out with trainer videos, we can do our hair or nails with tutorial videos, we can even learn how to build websites or play the guitar through educational videos. In fact, 29 percent of millennials prefer video content over text or voice-based messaging, followed by case studies at 19 percent, white papers at 16 percent, webinars and infographics, each at 11 percent. Just uploading a video does not make the cut anymore. All video data has to be rich in information and engaging.



This does not come as a surprise, the smaller the screen, the more individual and distinct the information is demanded to be. The domination that TV used to enjoy is taken over by digital and online platforms, giving the audience more control and leadership. The same is true for social media. Don’t just see online interactions as casting as wide a net as possible, and capturing as many fish as possible. As social media helps to lessen the distance between companies and customers, bridge the gap by growing consumer interaction and engagement with mainly relevant content that does not stretch into more than one or two complementary industries. This can also be achieved by following and connecting with other organizations that provide expertise in the same industry, with different services.



Videos online are now more transparent, real and truly live. Social media platforms and technological advances now working together in unison, from instant wifi access in every country to smart phones, everyone can make their own following and group. Brands can follow this trend by using some popular video content alternatives. One option is to send welcome videos, instead of welcome emails and messages. This adds more depth and care to engage more personally with new subscribers; include a short video clip to extend a warm greeting and thanks. Another option to add is special message videos, with messages from publishers or journalists, as a great engagement booster. Similar to what tennis players, olympians or actors send out when they have received an award or receive birthday messages; taking the time to share thanks for the continued support, bring people in. And not in the least, use live videos as many chances as you get. The culture of not missing out on things and connecting digitally, has opened a space to share dynamic, in the moment information and make it freely available.



All these online engagements are mainly to allow the main value of millennials to want to voice their opinions. Online sources allow audiences and readers to share what they feel about the news and open discussions with other individuals in the comments section or on their social media feeds. News are all about bringing the right topics to the table and discussing the impact and driving our local communities to real change.



AdPerfect Adds The Seattle Times to Its Growing Customer List

19 Oct, 2020
AdPerfect, one of the leading obituary platforms used by media companies across North America, will provide its technology and expertise to The Seattle Times, the most read local news and information company in the Pacific Northwest. The AdPerfect Obituary platform provides readers and customers with an exceptional experience for sharing the life and memories of a loved one who has passed. The platform provides a modern user interface and an efficient self-serve option for funeral homes and private parties to place obituary notices. “We’ve worked closely with AdPerfect for a number of years on other products and their customer service, attention to detail and willingness to be a true partner is second to none”, said Gary Smith, VP of Advertising – The Seattle Times AdPerfect was acquired by Tribute Technology last August, a company that provides funeral management and website software to 70% of the funeral home businesses in the U.S.A and Canada. Today, with a direct connection between AdPerfect’s obituary software solution and local funeral home’s software, this never-before-seen opportunity is quickly being adopted by hundreds of local media outlets. “We’re ecstatic to have The Seattle Times take advantage of our obituary platform, as the devotion and admiration they enjoy from informed readers throughout the Pacific Northwest demonstrates how committed they are to their customers. Being able to provide The Seattle Times and funeral homes in the Seattle area with a fully integrated platform will mean better service for families” said Jim McIntosh, Executive Chairman of AdPerfect. About AdPerfect AdPerfect is the most trusted provider of mobile-friendly self-service advertising solutions for publishers and newspapers. We build reliable online platforms and engaging interfaces focused on attracting advertisers, driving user traffic and growing print and digital revenue. For more than a decade, we have always been, and continue to be, committed to designing technologies that support the evolving needs of the media publishing industry. For more information, contact Jim McIntosh, Executive Chairman, AdPerfect at jim.mcintosh@adperfect.com or phone 604.760.9039.   About The Seattle Times The Seattle Times serves the Northwest with independent, Pulitzer Prize-winning journalism, as the region’s most trusted news media company, dedicated to public service. The Seattle Times is the second largest newspaper on the West Coast and the most-visited digital information source in the state. Founded in 1896 by Alden J. Blethen, The Seattle Times is now led by the Blethen family’s fourth and fifth generations. It also owns the Yakima Herald-Republic and The Walla Walla Union-Bulletin About Tribute Technology Tribute Technology is the leading technology provider for the funeral and death care industry. Tribute Technology provides website design and development; online obituary applications; case management software; extensive funeral payment technology including credit card processing, ACH payments, crowdfunding, financing, and life insurance assignments; floral eCommerce solutions; digital marketing services; and personalization software for keepsakes, funeral stationery, and video. Tribute Technology's goal is to be the turnkey funeral technology solution for funeral homes and publishers across North America.

AdPerfect Discusses the Company's Obituary Platform & Freemium Model on Guaranteed Digital: The Podcast

08 Sep, 2020
In partnership with the Local Media Association’s Digital Summit, Daryl Hively of Guarantee Digital conducted podcasts with each of the Association’s many Research and Development partners prior to the start of the conference. In this episode, Daryl sat down with Matthew Ipsan, to learn more about the AdPerfect freemium model, how the company is focused on helping the industry find new and sustainable business models and how the acquisition of AdPerfect by Tribute Technology is a game changer for local media companies.

AdPerfect Participates in Local Media Association Panel Discussion: Look Globally, Deploy Locally

04 Sep, 2020
Kirsten and Matthew were joined by guests Ashley Montroy, Executive Vice President of Tribute Technology and Nancy Davis from the Arbor Day Foundation. Both companies have seen tremendous revenue results by harnessing the power of data to make the customer journey both enjoyable and efficient.

AdPerfect Introduces Keynote Speaker at 2020 Local Media Association's Digital Summit

04 Sep, 2020
With nearly 600 people in attendance, virtually, Matthew Ipsan of AdPerfect explained how the AdPerfect freemium model is a perfect example of a new business structure - one designed to provide local media companies with two essential elements for sustainability - significant expense reduction and new incremental revenue through e-commerce.

Tribute Technology Acquires AdPerfect

By jgreen • 15 Feb, 2020
Tribute Technology, the leading provider of funeral management and website services, with cutting-edge personalization and technology solutions used by more than 70% of funeral homes in the United States, has acquired AdPerfect, one of the leading obituary platforms used by media companies across North America. The acquisition will deliver online and self-serve obituaries at no cost to local publishers, while also providing publishers of all sizes and platforms with significant revenue-driving products, such as the Tribute Store.

Online Conversions in 2019

By jgreen • 22 Jul, 2019
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The New Social Paradigm – Distribute Information or Provide Value?

By Pelin Arin • 20 Jun, 2019
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By Pelin Arin • 12 Jun, 2019
With Google and Amazon investing more and more in artificial intelligence, there is still a lot of expectations and hype around the upcoming developments in technology. Although no one for sure can confidently forecast or speculate where the industry stands on this, we looks at some interesting numbers and stats.

Ethical Advertising in the Intelligent Era

By Pelin Arin • 10 Jun, 2019
Online interactions are not only redefining how we receive and gather information, but also our definitions of ethics online are also being redefined. Majority of consumers now believe that using data to personalize ads is unethical. According to research, 59% believe that personalization to create tailored newsfeeds — precisely what Facebook, Twitter, […]

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By Pelin Arin • 05 Jun, 2019
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