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A New Model for News Studying the Deep Structure of Young-Adult News Consumption A Research Report from The Associated Press and the Context-Based Research Group June 2008 TM C O N T E N T S Prologue 3 Behavioral Field Study and Findings 5 AP’s Understanding of the Model 5 1 The Telegraph, a Case Study 66 Acknowledgements 71 © 2008 The Associated Press All rights reserved. May be downloaded for personal use only. TM P R O L O G U E In the spring of 2007, The Associated Press embarked on some business research that began quite routinely but would end up reshaping our thinking about jour- nalism in the digital age. As part of our strategic planning process, we sought to understand news consumption patterns beyond what traditional market data and consumer surveys could tell us. We had a senior management retreat coming up, and we needed something more exciting than regional growth rates to stimulate discussion. An analyst on the planning staff suggested doing an “ethnography” of young adult consumers, and after a quick Google search to under- stand exactly what that meant, we decided to give it a try. To be frank, our expectations were modest. We sought some real people to put a human face on the accelerating shift to online and mo- bile consumption of news around the world. We knew young people were at the leading edge of that movement and a cultural science study of their media habits sounded like fun. In the end, it proved to be as transformative as it was fun. The hu- man stories were only the start. From there, the professional anthro- pologists we commissioned to conduct the research created a model for news delivery that distilled the challenge to its essential elements. Based on the observed behavior of the subjects in the study, four ba- sic news entry points were identified as the main components of the subjects’ news diets: Facts, Updates, Back Story and Future Stories. The essential finding: The subjects were overloaded with facts and updates and were having trouble moving more deeply into the back- ground and resolution of news stories. That model, illustrated in a couple of interesting ways in this re- port, helped validate the mission we had been charting for the digital marketplace: Create content that will satisfy a full range of consum- ers’ news needs and then build the links that will con- nect people to the relevant news they seek. Easy to say and harder to accomplish, in a news environment char- acterized by fragmented interests and mostly passive consumption patterns across online and offline news venues. The research dem- onstrated quite convincingly that the old models for packaging and delivering news were not connecting with the audience now coming of age around the world. The habits of these young consumers are radically different from those that have characterized news consump- tion for generations. Newspapers, scheduled broadcasts and even Web sites are giving way to a chaotic system of self-aggregation that is producing disappointing results not only for news producers, but – as this research shows – for consumers as well. For the World Editors Forum, our initial research has been expand- ed in two important ways. First, the basic model of consumer behav- ior that emerged from the original project became the foundation for a broader set of findings and recommendations designed exclusively for release at the forum. Second, we have provided a summary of AP’s own analysis of the model and the practical work that has taken shape in response to these and other digital trends. As further grounding for the findings, a brief case study of The Telegraph of London is in- cluded to illustrate how one well-known newspaper has dealt with the kind of challenges the model highlights. Special thanks go to our partners in this research, the Context- Based Research Group of Baltimore, Maryland. – AP Strategic Planning | June 2008 TM A New Model for News Studying the Deep Structure of Young-Adult News Consumption News Consumption Behaviors of Young Adults An Anthropological Study Overview and Study Objectives he Associated Press of media usage and were adjustments, even revolu- T commissioned Balti- even clearer in everyday tions, at media companies more-based Context-Based life. Younger consumers, in every part of the world. Research Group to conduct ages 18-34, have adopted Amid its own revolution a cultural science study ways of getting their news from predominantly print- – in the parlance of the that are much different based services, AP sought discipline, an “ethnogra- from those of past genera- Context’s help in gaining phy” – focusing on the news tions. Younger consumers a deeper and more holistic consumption habits of are not only less reliant on understanding of young young digital consumers in the newspaper to get their consumers. How is news six cities around the world. news; they also consume read, viewed and used by The drive for this research news across a multitude of this generation—through- came from the recognition platforms and sources, all out a typical day? that a significant shift in day, constantly. Among the news consumption behav- key touch points in the new The project’s original ior is taking place among environment are online objectives included docu- younger generations. video, blogs, online social menting the frequency networks, mobile devices, with which participants The trends had surfaced RSS, word of mouth, Web searched for or consumed clearly across any number portals and search engines. news; identifying the of quantitative measures This shift is triggering news sources that young A Research Report from The Associated Press and the Context-Based Research Group 5 A New Model for News Studying the Deep Structure of Young-Adult News Consumption consumers turned to what constitutes news for planning process. most commonly, as well young consumers. In short, In 2008, AP and Context as those sources that they the project sought to put a re-engaged to analyze avoided; identifying the human face on 21st century the field data further and means they used to access news consumption. What is extract findings and rec- these sources; examin- the “new face of news?” ommendations that could ing preferred platforms The original research be shared with all those for news consumption, was completed in the sum- interested in pursuing new especially new and/or mer of 2007 and produced approaches to news gather- nontraditional channels a model for digital news ing and delivery. and devices; and expand- consumption that AP in- ing AP’s understanding of tegrated into its strategic A Research Report from The Associated Press and the Context-Based Research Group 6 A New Model for News Studying the Deep Structure of Young-Adult News Consumption Why Ethnography and Anthropology: Getting to the Deep Structure achieve its objec- on the simple, yet profound, But ethnography alone is To tives, the AP un- premise that to truly un- just a technique, a process derstood the need to take derstand human behavior by which thick and rich a look at consumers from you need to witness it first descriptions are provided a holistic perspective, to hand. Anthropologists that illustrate people’s delve into their lifestyles understand that to uncover lives, emotions, social rela- and how their current at- the deeper structures that tionships, decision-making titudes and beliefs tie into guide a culture it is neces- processes and more. The larger cultural news con- sary to “live among the na- secret to ethnography sumption constructs on a tives.” By living among the lies in anthropological global scale. To accomplish natives you come to learn analysis. Anthropologists this goal, the AP turned to 1) what people do versus conducting ethnographic the discipline of anthropol- they say they do and research and analysis get to ogy, enlisting Context to 2) the why, or underlying what Context calls people’s perform an ethnography of motivation, behind people’s “Deep Structure” – the contemporary news con- actual behavior. place beneath the surface sumption behaviors. Ethnographic field work, of easily observed behav- therefore, involves go- iors where cultural values Ethnography is a re- ing into people’s natural and individual motivations search tool that comes from settings versus studying are produced and support- the discipline of cultural people in a controlled envi- ed. One value for under- anthropology and is based ronment. standing cultural Deep A Research Report from The Associated Press and the Context-Based Research Group 7 A New Model for News Studying the Deep Structure of Young-Adult News Consumption Structures is to connect behaviors with their under- Roots of ethnography lying motivations, thereby Anthropolgists compare people’s behavior to parts of a tree – providing a useful frame- some are obvious, some are hidden. work for creating products and services that reach Material people on a truly deeper Culture What products plane of unmet needs. and services do people use? To fully comprehend the ethnographic and anthro- Behaviors pological research process, What do it is helpful to use the meta- people do? phor of a tree [right]. The goal is to unearth the tree’s Deep Structure roots. The roots in this Why do people analogy represent the Deep do what they do? Structure that supports the culture under study. Above the surface, anthropologists observe people’s behavior. Below Anthropologists rely on the surface, insights are drawn on underlying motivations. the ethnographic method to identify, describe and it- eratively interpret behavior people’s disposal. behaviors and examples of – the trunk of the tree and material culture, patterns the material culture that Unlike the roots of the begin to emerge.

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