Website survey picks young people's brains

Media companies need to make greater efforts to understand young people’s news consumption, according to the executive director of Associated Press Television News.

Nigel Baker told Press Gazette: “You get middle-aged news executives who don’t understand enough about the news consumption habits of the younger audiences, and I think news companies will have to be more scientific in the future about how they examine audience needs in the next 10-20 years.

“Gone are the days when a gentleman with a bow tie and red braces could arbitrarily set the agenda based on his 40 years’ experience.”

The results of a survey on students’

media consumption will be presented at Newswatch06, a conference being opened by Baker at Bournemouth University on 8 June.

Baker said: “Often people deride media studies courses, but it’s a golden opportunity to pick the brains of those people to discover what is being watched or being read by 18- to 25-yearolds.

Once they get into media jobs they often become so overwhelmed by the established thinking that they think like some of the middle-aged journalists.”

Journalists have been invited to take part in the online survey at

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