Unconventional Flair

The goal of mainstream multimedia is to have an "active audience" in their attempt to modernize or upgrade their online publications. The media must engage in what the younger audience's interests are like music and the arts. Too many publications limit their focus to news that they lose sight of the entertainment value that a news outlet possesses. The mainstream media attempts to modernize these online publications to younger viewers by appealing to a broad range of tastes. The problem with this is that there is often a lack of coverage or personal involvement of readers dedicated to the topic.

While, the media is certainly getting the attention of the younger audience, it might not be the best way to go about it. I would focus on lighter news as a means of capturing the web-savvy younger audience. After all, that's what our generation cares about. We don't want to hear about income taxes, we want to know why Kid Rock attempted to punch out Tommy Lee at the VMAs. The solution is appropriate content for the appropriate generation. The younger audiences want timely, accessible and interactive material like online polls, quizzes, videos and mp3 downloads to engage in while on the website.

I don't know that I would change the news that is reported to younger audiences as much as I would tone it down and make the delivery lighter and more appealing. Young people want the news "on their terms" when they can fit it into their busy schedule. This is a major advantage for online publications because users can access it whenever the time allows. Andrew Heyward , president of CBS News, calls young people "information impressionists," because of the way they go to different sources for news, and then reassemble it in a way that is relevant and convenient. In this case, I would change how news is reported by reporting what is relevant to them in simple terminology and user-friendly technology.

These publications should be put together online using creative expertise to engage the reader and "talk the language of their audience." The younger audience tunes out when they don't understand what you are talking about. Also, student reporters would contribute to readership with emphasis on using multi-media like YouTube and iTunes to view and download audio and video packages. Finally, online news for younger audiences would definitely need a place for user-contributed content, so the readers feel like they have a say in what is reported.

Beyond technology, news would be published with an unconventional flair for younger "twenty-something" audiences. This would included provocative columns and a long list of resources about bars and music specifically which bars are hot, which are too crowded, and which have the best drink specials. I can't think of a better way to modernize and update a stale online publication intended for younger audiences!