Not The Same Old News

The New York Times: The biggest problem in the newspaper industry is capturing readers between 18 and 34 years old, and now The Associated Press is looking to tackle that problem head on.
On Monday, the 157-year-old wire service is to start its “younger audience service,” offering articles and “experiences” in multimedia formats, with audio, video, blogs and wireless text aimed at reaching readers between 18 and 34 years old. The service, one of the most ambitious projects undertaken by The A.P., is called asap, pronounced letter by letter, meant to evoke the wire service’s legendary speed.
The pilot project for asap was approved by The A.P.’s board of directors in April. Tom Curley, president of the wire service, said at the time, “As the audience turns to new platforms and adopts new habits, the news must follow.”
“We want to bring people closer to the news and closer to their world, and we do that by recognizing that there are real people who are gathering the news; they aren’t simply automatic fact-gatherers,” said Ted Anthony, the 37-year-old editor of asap.
“We’re pushing the envelope in terms of some of the things The A.P. has done, but we’re maintaining A.P. values, not being biased, getting our facts right, being fair, giving people their say,” he added. “But the fact is, some of what resonates the most with this audience is not necessarily traditional journalism, and so it will be a hybrid.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.