This report starts from a genuine belief that publishers can turn youngsters into loyal and paying users. It was prepared out of respect for, and true fascination about, new generations.
This is the first chunk of the authors’ subjective insider perspective based on their professional experience in brand and business strategy within the media industry, in particular in subscriptions.
✦ It is not a behavioral study of younger generations.
✦ It is not a marketing presentation nor a sales pitch.
✦ It does not give all the answers.
It rather aims to draw inspiration from other industries, since the media and news industries, as complex and fascinating as they are, have no time left to learn only from each other.