Graybeal, Geoffrey Michael
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For almost three decades, newspapers have tried varying efforts to lure young readers to their products with mixed results. The Internet and technological advances have children and young people turning to alternative, often digital forms of media for their news and information. This theoretically-driven, nationwide survey of U.S. daily newspaper publishers examines what efforts newspapers have taken to attract young readers. The Resource-Based View of strategic management and financial commitment models were used as the basis for the study. Findings reveal that newspapers have invested few resources to youth content, that the Internet has become the top strategic priority for publishers targeting youth, and that a few newspapers have been able to successfully grow readership, and make a profit off youth products.