September 19 2006

Data first - attracting the 18-34 year olds

In a blog article Heather Hopkins of Hitwise analyses the actual browsing behaviour of this age group to suggest how publishers should bait their trap in the battle of the free newspapers. Retailers will find the ring of truth in her findings.

Heather's blog post mulls on the battle of the new free papers in London and looks at the searching behaviour of the target market. Some useful charts and a good argument lead us to:

According to our data, in order to attract the 18-34 year old audience, websites such as This is London and The London Paper should consider not just entertainment news and celebrity gossip, but a social aspect or links to social networks such as MySpace, content on wedding planning, reviews of videos and games, and a job board.