Reinventing Hard News in the Core Newspaper for Young Adults

The Star Tribune partnered with the Readership Institute to test innovative versions of the front page and inside pages with younger adults in the Twin Cities. By a wide margin, readers preferred the Experience Paper -- news choices and approaches that "give us something to talk about," deliver surpise and humor, and make a strong visual impact. Advertising had a similar effect.


Reports and Presentations

Reinventing the Newspaper for Young Adults - PDF

Something To Talk About: Engaging Young Adults in the Core Newspaper - PowerPoint

Q & A about the Experience Newspaper - PDF

More about the Star Tribune Test: The Experience Newspaper - PDF

More about the Star Tribune Test: Inside Pages (News and Ads) Study - PDF

Minneapolis Star Tribune "Experience Newspaper" Study: Questionnaire and Results - PDF

Minneapolis Star Tribune Inside Pages Study: Questionnaire and Results - PDF


Additional Research

Magazine Reader Experience Study Reports - Media Management Center

Online User Engagement Study - Media Management Center