Media Opportunities Reaching Millennials in a “New” Medium


With all the technology and methods of communication available today that millennials have grown up with, have you ever wondered why college newspapers still exist in print and why they are read more in print than online? Savvy marketers recognize the opportunity to reach more people in their target audience, including millennials, in newspapers. Large corporations that target millennials routinely, including Disney, Verizon and Pepsico, have recognized the importance of including traditional media with a NAPS feature news article distribution, as part of the overall strategy. If you haven’t tried it, you may want to try reaching out to millennials buy adding a “new” medium to your mix: community newspapers.
Just as kids turn to college newspapers to find news that is not often available in their major daily news outlets such as The New York Times or The Wall Street Journal, so too do they turn to the community news outlets to read about local sports, local politics, local schools and other information that they are not likely to find elsewhere. Community news outlets have remained strong, in the face of competition from bloggers and other online news sources, because they contain hyperlocal content that is unique to those publications.
Weekly community newspapers, which usually have fewer than 50 pages, increasing the visibility of your feature news article, are more likely to get read cover to cover than online publications that may have hundreds or thousands of new pages uploaded each day. Recognizing the challenge presented in competing for space — which is becoming increasingly scarce as newspapers cut down to fewer pages — some services have arranged to have widgets included on the sites of major news sites such as The Boston Globe, where readers can click on a special section that has thousands of pages that look like those are part of the site but are actually on the server of the content provider.
Large daily newspapers such as The New York Times, which has over 1,200 journalists, don’t have as much need for additional content from a variety of external sources as a small, local, hometown community newspaper with a circulation of under 30,000, which is low on staff and needs quality content that is ready to run to meet deadlines for special sections.
There are about 10,000 newspapers in America, of which about 1,500 are published daily and about 8,500 more are published weekly. Most people can do a fine job of covering the top 500 daily newspapers on their own or through a service that targets those routinely. When they ask themselves “What more can I do so that more people will know about the message that management cares about most?” they often turn to North American Precis Syndicate (NAPS) to cover the other 1,000 daily newspapers and 8,500 weekly community newspapers, both in print and online, in a variety of formats, as editors require, reaching millions more readers nationwide.
NAPS can get the job done for a fraction of what people would spend on their own to maintain the database of users, which includes which variety of formats each requires and is updated frequently as we follow users from one publication to another and keep up with changes due to the high turnover of editors. We are able to spread the cost of what we do over many clients to provide a cost-effective solution. For more information or a free proposal from our experts, contact us at