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Win daily coverage on the air and online by digging into the top stories of the day. Learn how in Tom's article,
Use of Topical Investigations to Increase Sampling, published in The Rundown newsletter.

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February 24, 2010

The New Target Demo---What to Know About Them

By Tom Dolan



We always look at what millennials prefer or like, as in shows, retail, etc. but this is a bottoms up study from the Pew Research Center on values, practices, attitudes, etc. May be a good idea to get your managers and Producers to debate news coverage treatment, sensibilities, and approach on-air and online with some of this new information.
Here’s an excerpt about the 18-29 year olds from "Generation Next"---
“Asked to list their priorities, half of them said one of the most important things in their lives was to be a good parent, while 30% said it was having a successful marriage.
Only six out of 10 millennials were raised by both parents. And just one out of five millennials is married.
Millennials are connected to technology. Eight out of 10 have placed their cell phone on or next to their bed while sleeping; three out of four created a profile on a social networking site; one out of five posted on the Internet a video that they were featured in.
Self-expression doesn't stop there. Nearly four in 10 have tattoos, and one in four have a piercing on a part of the body other than an earlobe.
The millennials, also known as Generation Next, are nearly 50 million strong. Nearly four in 10 members of the generation are African-American, Latino or Asian, making it the most diverse in the country's history."




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