I've mentioned many times how the most worshiped ad demographic resides in the 18-24 age bracket. Let's face it, plenty of Madison Ave ad executives wouldn't bother to wait for the end of Satan's pitch for Grandma's soul in exchange for another point of market share before signing in blood on the bottom line.
Would you believe there's room for an older audience when it comes to news, the Internet, and probably advertising too? Not real old, Pew Research said, but this category of 13 percent of the public, affluent and well-educated, averages an age of 35.
Pew called them Net-Newsers:
This web-oriented news segment, perhaps more than the others, underscores the challenges facing traditional news outlets. Fewer than half (47%) watch television news on a typical day. Twice as many read an online newspaper than a printed newspaper on a typical day (17% vs. 8%), while 10% read both.
However, Net-Newsers do rely on some well known traditional media outlets. They are at least as likely as Integrators and Traditionalists to read magazines such as The New Yorker and The Atlantic, and somewhat more likely to get news from the BBC.
58 percent of these Net-Newsers are men, and they're more likely to hit DailyKos or Power Line than turn in to Katie Couric for another library card story on CBS News.
Internet companies like Google and Yahoo want a piece of the newspaper online ad business, but bigger publishers like Hearst, long accustomed to playing with house money, prefer not to split ad revenue with those companies, at any percentage.
It's a simple proposition for the newspaper publishers (and their TV brethren) operating content sites: put forth an ad platform that captures the Net-Newser audience, and their disposable income, or keep slipping beneath the waves of the Internet.
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