TESTIMONIALS

Margaret D. Vassilikos, Senior Vice President & Treasurer, Newspaper Association of America Foundation:

“The Newspaper Association of America Foundation’s research has shed light on the positive impact of newspaper readership in the classroom.

“Although today’s younger readers are growing up with unlimited choices in how they acquire their news and information, research such as DECODE’s Youth Media DNA helps us to understand their evolving media consumption habits as newspapers develop new products and strategies to connect with this generation of multi-taskers.”

Fifi Schwarz, managing director of Stichting Krant in de Klas (Netherlands)

“To Stichting Krant in de Klas (NIE Netherlands) and the VU / Windesheim School of Media, the greatest value of the Youth Media DNA study lies in its focus on content and the functions of news media. Rather than reporting about the amount of time spent on media technologies, this study explores the relevance of news media to youth and its impact on their social involvement. We feel this information is vital to newspaper
publishers who wish to develop strategies to attract the young.”

ABOUT YOUTH MEDIA DNA
Youth Media DNA is a global, multi-phase research project designed to gain a deep understanding of the attitudes and behaviours of young people towards media consumption, news, and newspaper reading. The project has been commissioned by the World Association of Newspapers, along with individual associations in studied countries. It is being conducted by DECODE, a company that combines research, strategy and consulting on issues related to youth, young adults and young families.

Current research is being supported in the U.S. by the Newspaper Association of America Foundation, in Finland by Helsingin Sanomat Foundation , and in the Netherlands by Stimuleringsfonds voor de Pers , Stichting Democratie en Media , and the Windesheim School of Media.

Future country studies will provide a valuable insight into different patters across the world.