According to ComScore, Younger News Consumers Less Likely to Read Print Newspapers.
This applies to ‘news’ content but if they aren’t reading the paper, they aren’t seeing your advertising.
The quote I liked is this one:
“Non-newspaper readers are a particularly important segment to reach because they are heavier than average news consumers – they just prefer to consume it in a digital format,” continued Flanagan. “That they are receptive to print, TV, and Internet news brands indicates a broad opportunity online, but the brands that will ultimately win over these key news consumers are the ones that successfully integrate cutting edge digital content with high quality journalism.”
The media which will win this audience are, “…the ones that successfully integrate cutting edge digital content…”. Digital content being audio, video, interactive applications online, social media, social networking.