“How old are you?” asked the friendly nurse about to shoot a needle of poison into my face. I felt safe despite the poison and the needle, so I answered honestly. “38,” I said. “You’re kidding me?” she kindly exclaimed. That was a good day.
It’s true, I’m a millennial investing in anti-aging treatments. It’s not that I don’t want to get older, I just don’t want to look it.
Speaking of aging and millennials, I’m an older millennial. That means I’m married, I own a home, and most importantly, I’m really tired of talking about millennials. I’m going to anyway, however, because everyone else is.
All of my siblings are millennials, and I think we offer a good example of how varying this group is. My brother is vegan and rents, but he’s married. One of my sisters owns a home (not millennial) but lives with her boyfriend (how millennial!) My other sister must be the real millennial. She lives with my parents, shops at thrift stores and just started a vinyl collection.
In my industry, the most frustrating thing people claim about millennials is that they don’t read the newspaper. Untrue.
Kevin Slimp, a well-known speaker and trainer in the publishing world, set out on a quest to find out all he could about millennials. He shared his findings in a recent edition of “The Bulletin,” the official paper of the Michigan Press Association.
Slimp conducted a survey of people — both newspaper readers and nonreaders — throughout America and Canada to determine what differences there were, if any, between the general population and millennials related to interest in newspapers. He also conducted an in-person focus group of millennials. Here are a few of his findings:
“Millennials prefer print, as do most other newspaper readers.”
“Millennials are most interested in local news, especially news related to — and stories about — individuals.”
“Millennials have a lot of interest in reading about local entertainment, even in a small town.”
“Millennials … indicate they would read a free paper if it arrived in their mailbox once a week.”
If you’re trying to reach millennials, Slimp says “I’d remember that millennials of this generation aren’t so different from most of us when we were in our 20s. They’re busy and don’t read the newspaper as often as older groups, but most of them will likely be newspaper readers when they marry and have families.”
All of this is great for our clients trying to reach millennials. Most of our products are delivered directly to the home for free and we focus a lot of our resources on writing about individuals and local entertainment. If you’re looking to reach millennials, View Newspaper Group can help you do that. If you’re looking to look younger, I’m happy to share my methods. In either case, you can reach me at [email protected].
Emily Caswell is the brand manager for VIEW Group, the branding division of View Newspaper Group.