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emains getting people to simply make the effort to pick up a paper—any paper,” hewrites. At the Tribune Company’s Orlando Sentinel, Managing Editor Elaine Kramerlearned what younger people want from newspapers, then put some of those lessons towork. In time, she believes, newspapers “will have to figure out how to deliver anewspaper for free.”Jennifer Carroll, who directs development at Gannett Company, Inc., highlightsthe extensive research her company has done and points to approaches someGannett papers have taken to attract young readers. These newspapers are“revamping content and presentation, experimenting with new sections, launchingfree weeklies … improving online content, and expanding delivery.” At Gannett’sArizona Republic, Deputy Managing Editor Nicole Carroll writes about hernewspaper’s challenge to create a product that would “move the needle” with ayoung female audience that wasn’t reading the paper. Yes—Your Essential Style,became the paper’s weekly vehicle. And at The Record in New Jersey, staff writerLeslie Koren had just turned 30 when she took on a new challenge of writingstories with people her age and younger in mind. “I want to speak to that part ofthe young readers that is still developing and coming into its own. I want to helpthem make sense of their world and encourage them to think for themselves.”Journalist Leah Kohlenberg engages elementary school students in journalism as sheteaches them how to report and write stories. “It was evident that if these students weregoing to write for a newspaper, they had to learn to read one,” she writes. Editor &Publisher managing editor Shawn Moynihan’s work as a substitute teacher taught himhow kids look up to journalists. “… kids are not going to come to the newspapers—sonewspapers must go to the kids,” he writes. In Los Angeles, Donna C. Myrow, founder ofL.A. Youth, a newspaper written by teens for teens, writes about the paper’s importantpartnership with the Los Angeles Times. And Ellin O’Leary, president and executiveproducer of Youth Radio, describes how young people working in their newsroom withexperienced journalists produce shows geared toward young audiences. ■The belief that as youngpeople grow older, theyadopt the newspaper readinghabits of their elders is amyth. As this chart shows,members of each generationtend to maintain theirreading habits as they getolder. Data: General SocialSurvey of the NationalOpinion Research Center,University of Chicago.Analysis: Phil Meyer, KnightChair in Journalism, Universityof North Carolina atChapel Hill.Nieman Reports / Winter 2003 5