Wednesday, August 08, 2007

What consumers want from online news?

Well you are not going to find out unless you have a subscription to the McKinsey Quarterly. But I do and I know.

I will give you a few clues. The answer has something to do income, education and age.

The bottom line is this. There are, according to McKinsey, seven types of online news consumer. The mega consumers, called “Citizen Readers” (18% of the readers) are top earners, the best educated and have an average age of 49 years. The news-allergic, the ‘Uninvolved’ (11% of the readers) are the dimist, poorist and are, on average, aged 39 years.

So the moral of this story is: don’t waste your precious marketing dollars on news related promotions to the young (ish). Dick Stroud

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