Wednesday, September 12, 2007

Tomorrow's news


I gave a guest lecture at Melbourne University today on advertising in the digital age.

The kids I was speaking to were studying media and communications.

Before my talk, which began at 10am, I asked who had read a newspaper this morning.

Not one hand was raised.

That's not one person out of around 100 undergraduates.

This raises two questions for me:

1. How can we expect young people to write for and embrace a medium they neither use or care about?

2. How and when are newspapers going to change to attract the interest of the internet generation?

Here's a link to a fantastic article on this very topic. (Registration may be required)