The Young Audience as a Future Reserve Market for Newspapers. The Case of Brazil

R Ikeda, A Ache and M Atsuko

This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format.

 

The Young Audience as a Future Reserve Market for Newspapers

Ana Lucia Fugulin Ache Maria de Ftima AtsukoandRose Mary Ikeda

The task of probing youth behavior was structured upon the following hypotheses:

  • youth are using new sources of information;
  • the progressively diminishing appeal of the mediums promotional action and layout/format changes among youth;
  • the perceived image of the medium positions...

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