We are pleased that the Office has proposed a solution that can be quickly implemented and takes a pragmatic approach by accepting deposits of identifying material to evaluate for registration. It is imperative that digital news publishers can reasonably and functionally access the full benefits of the copyright system, including the statutory remedies for infringement of their content.

Today’s notice is an important step, but not the end, of the process. The News/Media Alliance looks forward to commenting on the proposal and for the Office to swiftly finalize the rule so that publishers can make use of this group option. Building on past successful consultations in connection with the 2018 group newspaper registration rule, we will continue working with the Office to ensure the registration program meets the needs of media publishers. We look forward to further improvements once the outdated computer registration system is eventually updated, and commit to helping educate news publishers so that they may avail themselves of this new group option and comply with its requirements.

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FOR IMMEDIATE RELEASE

Arlington, VA – The group of twenty-somethings comprising Generation Z grew up with the Internet and get their news primarily on social media. However, findings from qualitative and quantitative research from the News Media Alliance, released today, indicate that there are opportunities for news outlets – especially local news outlets – to position their products with Gen Z consumers to attract them as readers and potential subscribers.

About half of Gen Z consumers (51 percent) report reading news daily. The majority (60 percent) say they would be likely to use local news products, while one-third (33 percent) say they would be likely to pay for local news. Not surprising, twenty-somethings prefer to get news online via social media apps and web searches rather than in print, and they want to “snack” on news that has been customized to their preferences throughout the day. Motivators to subscribe to local news outlets include free trials and special content targeted to them.

When it comes to attracting this tech-savvy demographic, meeting them where they are is key. The findings show the times of day Gen Z users are likely to be on various social media platforms, representing optimal times for news outlets to post content that will engage these readers. For example, twenty-somethings are more likely to be on Facebook (42 percent) in the morning than other apps, shifting to other social media platforms later in the day.

“The findings from the study are exciting in terms of the opportunities they present for news outlets. Gen Z places an emphasis on credible, accurate and fact-checked news, which is exactly what our members provide,” said Rebecca Frank, News Media Alliance vice president, research and insights. “News outlets that apply the insights in this report will have a distinct advantage over other content providers because the quality of their content already meets Gen Z’s expectations. By providing the content these readers care about – when, where and how they want it – they will be best equipped to meet Gen Z’s needs.”

Gen Z wants to see themselves reflected in their news, and they want to feel acknowledged. They prize authenticity, family and voting foremost, followed by important social causes to them such as social justice/civil rights/racial discrimination (54%), environment/climate change (50%), and women’s rights (50%), among others. Other content that this group wants includes financial advice, health and wellness, and career. For local news, they are interested in weather, events/arts and entertainment, and other news about their town.

While twenty-somethings want credible news, they also don’t want it to be boring. Striking visuals, video and an easy-to-navigate app and site will be more likely to draw these readers in.

Frank continued, “Gen Z are up-and-coming news subscribers, and news outlets must be prepared to up their game to attract and keep them as loyal readers. It’s not just about the news; it has to be the whole package.”

The full report, exclusively for News Media Alliance members, contains additional data points, visuals, verbatims, examples, and actionable tips, ideas and insights at: https://www.newsmediaalliance.org/genzreport

Survey Methodology: The News Media Alliance commissioned Springboard Market Research to conduct quantitative and qualitative research with U.S. adults ages 18-29 to gain insight into the news consumption and habits of twenty-somethings. For the qualitative study, 20 hour-long telephone interviews were conducted with participants living in 20 key media markets. The participants represented a mix of gender and race/ethnicity. The quantitative market survey was conducted among 424 Gen Z consumers ages 21-29, evenly split between 21-24 and 25-29, and approximately census-representative ethnicity for this age cohort.

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Media Contact:
Lindsey Loving
Director, Communications
lindsey@newsmediaalliance.org

The News Media Alliance is a nonprofit organization representing more than 2,000 news organizations and their multiplatform businesses in the United States and globally. Alliance members include print, digital and mobile publishers of original news content. Headquartered just outside Washington, D.C., the association focuses on ensuring the future of news media through communication, research, advocacy and innovation. Information about the News Media Alliance (formerly NAA) can be found at www.newsmediaalliance.org.

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The News Media Alliance has taken an active role in conversations around Facebook’s plan, originally announced in April 2018, to label quality news as political advocacy. The Alliance, together with several other global media organizations, have called on Facebook to exempt publishers of news content from the policy, providing suggestions for alternative treatment of news publishers.

Index of Statements, Articles & Letters on Facebook’s Political Advertising Policy

Press Releases

Global Media Groups: Exempt News Content from Political Ad Policy (June 11, 2018)

Statements

CEO Statement: Facebook Plan to Label Quality News Political Advocacy (May 18, 2018)
Alliance CEO Statement: Facebook’s Subscription Model (February 14, 2018)

Editorials

News Media Alliance President & CEO David Chavern, Facebook Needs to Learn Difference Between Journalism, ‘Political Advertising’ and Garbage (USA TODAY, June 22, 2018)

Letters

Association Letter to Facebook (June 11, 2018)
Letter to Congress: Facebook Political Ads (June 4, 2018)
Letter to Facebook CEO Mark Zuckerberg  (May 18, 2018)

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