President Graham Spanier’s Dailies-In-Dorms program at Pennsylvania State University has brought about a sevenfold increase in newspaper reading.
The president of a major university took action in early 1997 to promote newspaper reading among college students, a subset of the young adult population whose lack of interest in reading newspapers threatens the future of the industry. Graham B. Spanier, president of Pennsylvania State University, commissioned an experiment in promoting newspaper reading in the spring semester,1997, by having the New York Times and the Centre Daily Times, the local daily newspaper, delivered free Monday through Friday to all rooms in three co-educational residence halls occupied by 940 students at the University Park main campus. In the fall semester, 1997, the newspapers-in-dormitories program was widened to all main campus residence halls, which house 13,000 students, and 4,000 students who live in residence halls at eight of Penn State’s branch campuses served by daily newspapers: Altoona, Pittsburgh, Erie, Harrisburg, Reading, Hazelton and Waynesboro.
A third newspaper, USA Today, also a national newspaper, was made a part of the program on the nine campuses. All students were assessed a fee of $5 per semester as part of their room and board bill for the services and the three newspapers were made available for pickup throughout the building along with the Penn State University student newspaper, the Daily Collegian. Bill Asbury, vice president for student affairs, said that the papers were placed in convenient spots near dormitory elevators and in dormitory lobbies, noting that the Daily Collegian, which receives a $200,000 annual subsidy from the university, would benefit from improved distribution points.1
In justifying the innovation, President Spanier, who first publicly discussed the concept of widespread newspaper availability in dormitories in the winter of 1996, stated “It’s clear through this experiment that newspaper readership can have a positive impact on the lives of our students.” He added that the students’ use of newspapers will be monitored and adjusted according to the students’ preferences. “We are prepared to make as many newspapers available as students want.”
Spanier claimed that Penn State was the first major university to begin this type of program. “It is critical that college students have an understanding of the world, both local and international, where they will soon go out to live, have jobs and raise families. Reading a daily newspaper is a perfect way to gain a better understanding of that world.” Spanier noted that he backed the program for competitive reasons because his university strives for excellence in competition with other institutions of higher education because he believes it will “improve the quality of the undergraduate experience” at Penn State?
Studies show college students avoid newspapers
Thirty years ago 60 percent of young adults (18-to-29-year-olds) read a daily newspaper every day; now that figure has dropped to 25 percent or below.3 The No. 1 problem in the daily newspaper industry is the continued hemorrhage of young-adult readers. One newspaper that has resisted that tide is USA Today, the national newspaper founded in 1982. The average age of its six to seven million daily readers is about 40 years while the typical daily newspaper’s reader is more likely to average 50 years. USA Today has been described as the daily newspaper best able to relate to young adults.4
The indication that newspapers were losing their young adult readers began appearing in newspaper-industry publications more than two decades ago. Ernest Larkin, Gerald Grotta and Philip Stout reported that newspapers were having trouble appealing to young adults.5 The study stated that 21-to-34year-olds were not nearly as interested in reading newspapers as their parents.5 The newspaper industry did not like this rebuke of its supremacy over all age brackets. Seventeen months later John P. Robinson reported that more young people read newspapers than watched television news.6
A 1979 study replicating Larkin, Grotta, and Stout’s research compared the interest level of young adults in two competing publications – the Marion, Ohio Star, a daily newspaper, and Marion News-Life, a twice weekly free circulation newspaper. Both papers had a penetration rate of 90 percent among 21-to-34-year olds, but the News-Life outranked the Star in 5 of 10 value words (accurate, economical, easy-to-use, relaxing and less old-fashioned) and tied it in 2 (ethical and not biased), while the Star rated higher in 3 (informative, essential and helpful). The study, published in 1983, concluded that “there is no strong sentiment among 21-34s that a daily newspaper is vital to their lives.7
Four years later, John K. Hartman postulated that USA Today was the best model for winning back young adult readers because it kept its stories short, used color and flashy graphics, heavily covered entertainment and sports, and maintained an upbeat tone as compared with the more somber and bad-news filled traditional daily newspapers.8 Hartman described young adults as follows: “What we have is a TV generation, people who grew up with a TV by their crib, maybe even a color TV. The average scene on TV changes every three seconds. These people like it quick, they like it flashy, they tend toward a newspaper with quick cuts. They don’t want to hunt for information. And they like to be entertained while they are informed. They like it non-linear.”9
Meanwhile, newspaper researcher Christine Urban in 1987 came out with her Rule of Two study to explain the differences between readers by age. She found that persons under age 35 were twice as likely as persons over 35 to not read newspapers, to spend less than 15 minutes reading newspapers if they picked one up, half as likely to subscribe to a newspaper and twice as likely to be occasional readers even if they subscribed. Urban reported that under-35s found newspapers dull and not written to address their interests. What would under-35s like in a newspaper? Urban listed the following: reviews, consumer news, advice, trends, better layout and packaging promotions guiding them to stories of interests to young adults, more personality, and creativity.10
A top newspaper executive, Burl Osborne, was even blunter, stating that studies showed that if people don’t get the newspaper habit by the age 20, they never get it. He pointed out that young adults were not getting married, having kids, buying a house, and holding a steady job – all predictors of newspaper reading.11
Knight-Ridder Newspapers, the second largest newspaper chain in the country behind Gannett, weighed in on the loss of young adult readership in 1989 when it began its 25/43 Project. The Boca Raton, Florida News was converted into a young-adult friendly publication after extensive research under the direction of editor Lou Heldman, Jr., who by 1997 was the publisher of the Centre Daily Times, one of three daily newspapers being made widely available to Penn State dormitory residents. Heldman wrote in 1989 that focus groups of young adults wanted information applicable to their lives and quick access to that information, that women wanted data on family and relationships and that men wanted consumer information.12
The Los Angeles Times’ Center for People and the Press (Times Mirror, 1990) reported that young adults reading the newspaper every day plummeted to 20 percent in 1990, from 67 percent in 1965. The center characterized young adults as a generation that “knows less, cares less and reads newspapers less.”13 Hartman labeled them as Citizen Lite.14
Studies reported in 1992 continued to show declining readership among young adults, especially those in the 18-24 bracket, which included most undergraduate college students. The Times Mirror Center for the People and the Press reported that only 23 percent of 21-24s said they read a newspaper the day before.ls Edward D. Miller cited a News Inc. study that only 27 percent of 18-34s read a newspaper every day, while Curtis Gans of the Committee for the Study of the Electorate said that 67 percent of 18-24s do not read newspapers, leaving 33 percent who do.16 Margaret Carter (1993) reported a gender gap among 1824s with men 12.5 percent more likely to read newspapers than women, according to a Simmons Market Research Bureau study.17
A discrepancy emerged in 1994 over exactly what was being asked. Simmons reported that 52 percent of 18-24s read a daily newspaper “on an average weekday,” while the National Opinion Research Center reported that for the years 1990 to 1993 only 26 percent of 18-29s read a daily newspaper “every day” compared to 48 percent from 1972 to 1975 inclusive.18 Guido H. Stemple III and Thomas Hargrove found in a 1995 study that 52 percent of those under 35 read a daily newspaper four or more days a week.19
In 1996 a Yankelovich Partners researcher found that about 40 percent of 16-29s read a daily newspaper “occasionally or regularly,” while about 25 percent never read a newspaper.20 Charles D’Oyly of Yankelovich Partners put it succinctly: “…Generation X reads newspapers to a lesser degree than any other generation.”21
Method tested in three dorms Beginning in January, 1997, free copies of the New York Times and the Centre Daily Times were delivered to 550 rooms occupied by 940 students in three dormitories at Penn State’s University Park campus. Students also could pick up free copies of the Daily Collegian at drop points in their dorms and elsewhere across campus. Questionnaires were prepared under the direction of Betty L. Moore of the Research and Assessment office of Student Affairs, and administered to the 940 students in January 1997, when the first issues of newspapers were delivered, and again in April 1997, during the last week of classes.
A control group was created and surveyed in two other dormitories. The number of students who responded was 406 in January and 533 in April. Additional data were gained from individual interviews, discussions with small focus groups and responses to open-ended questions on the second survey. The final survey found that newspapers were cited by 82 percent as a means of learning the news, followed by television, 72 percent; magazines, 58 percent; radio, 46 percent and online, 29 percent. Eighty percent said they would rather have a printed copy of a newspaper compared to 20 percent who preferred online.22
The experimental group spent more time reading the two daily newspapers and less time with the campus newspaper over 15 weeks. Centre Daily Times readership rose from 3 percent to 31 percent, the New York Times readership rose from 8 percent to 27 percent, and the Daily Collegian readership fell from 69 percent to 60 percent. The control group’s readership was 8 percent, 6 percent and 62 percent, respectively. Other papers read by members of the experimental group in April,1997, were: Philadelphia Inquirer, USA Today and Wall Street Journal, 3 percent each; Washington Post, 2 percent; Pittsburgh Post-Gazette and Christian Science Monitor, 1 percent each.23
In the April survey, students in the control and experimental groups, respectively, gave the following reasons for not reading a newspaper: lack of time, 65 percent for control group and 78 percent for the experimental group; cost, 49 percent and 40 percent; don’t like to read, 22 and 10; get news elsewhere, 45 and 33; too much advertising,28 and 12; don’t like editorial stance, 35 and 10; reports have hidden agenda, 34 and 15; not in habit of reading newspapers, 43 and 36; don’t believe information printed, 22 and 8; not interested, 38 and 23; newspapers not read at home, 22 and 11.
Thirty-five percent of the students said that “reading a newspaper this semester had contributed to their classroom learning,” while 46 percent said “newspaper readership had contributed to their overall general education at Penn State.” Students from the control group were more likely to agree with the latter statement. Moore concluded, “It is apparent that making newspapers easily accessible increases readership among college students. The relationship between newspaper readership and impact on educational outcomes is generally positive, but requires more study.24
Research conducted in September 1997 by Moore found the Daily Collegian was read “often or daily” by 64 percent of the 672 University Park students responding, while USA Today was read by 38 percent, the New York Times, by 18 percent, and the Centre Daily Times by 16 percent. This shows a small decline in the readership of the student newspaper from 69 percent in spring 1997, and increases in the readership of USA Today, 4 percent; the New York Times, 8 percent; and the Centre Daily Times, 3 percent. The latter figures are skewed by the fact that the latter two papers were made widely available in three dormitories in the spring while USA Today was not. Most importantly for the newspaper industry, roughly five times more students were regularly reading daily newspapers in the fall than in the spring. Removing the three experimental dorm situations, there would probably be six to seven times more dorm-dwelling students reading daily newspapers in fall 1997 than a year before.25
Bill Mahon, Penn State’s director of public information, said that a study done in the first week of November 1997 found that nearly 40,000 papers were picked up each week by students on the University Park campus. He reported that 14,200 copies of USA Today were taken, followed by 11,000 copies of the Daily Collegian (noting that thousands of other copies of the student newspaper are picked up for free elsewhere on campus), 7,500 of the Centre Daily Times; and 6,800 of New York Times. Dividing each of the preceding numbers by five would result in average daily distribution of, 2,840,2,200,1,500, and 1,360, respectively.26
William Pollak, executive vice president of circulation of the New York Times, said that about 2,500 copies of his newspaper were being made available on the University Park campus and about 90 percent were being picked up by students and that the number made available had gone up by more than 500 since the beginning of the semester. He said that the Times sells 100,000 copies a day on college campuses and was selling 950 daily at Penn State before the program began. It is now selling 450 daily, which, added to the papers it is distributing in the dailies-in-dorms program, resulted in a net gain of 1,500 to 2,000 students regularly reading the Times. He said the high level of interest that Penn State students were displaying confirmed his belief that the Times had a significant appeal to young adults and that students will read newspapers if made easily available and if they are shown the benefits of newspapers. He said the Penn State program creates a model that should be implemented around the country and that the university has dealt effectively with all the issues that might prevent such a program. He noted that for decades West Point Military Academy has required all its students to read the Times and that Tufts University has instituted a program to make the New York Times widely available to its students. Pollak said he believed that a national implementation of the Penn State program is the “most important thing” newspapers can do to reverse the decline in readership among young adults.”
Lou Heldman, Jr., publisher of the Centre Daily Times, a seven mornings a week Knight-Ridder newspaper with a daily circulation of about 33,000, said the demand for his newspaper exceeded the supply at the beginning, causing the supply to be increased by approximately 300 copies each on the highest demand days, Monday and Friday. He said draws were adjusted daily and returns averaged 5-10 percent. Heldman strongly believed that making newspapers widely available to college students would increase the likelihood that students will get and keep the newspaper reading habit after graduation and that, if rolled out nationally, the dailies-in-dorms program might reverse three-decade-long slide in young-adult newspaper readership.28
Gerry Hamilton, general manager at the Daily Collegian, said that being in the middle of this experimental program had made his job more interesting and more challenging. His paper is what is commonly known as an independent student newspaper. It distributes 20,000 copies free on campus and sells about 200 copies off campus each weekday. It distributes 6,350 copies to residence halls and dining areas each weekday. The rest were available for pickup at other campus locations. Returns averaged about 3 percent, according to Hamilton. The paper increased its press run to 20,200 when the newspapersin-dormitories program was inaugurated, about 5,000 more than required by its contract with the university. He stated that it would be hard to oppose a national program built on the Penn State model, but at Penn State he believed that the Daily Collegian “has been training college students to read newspapers for 100 years.” He would not speculate as to whether Penn State students exposed to this program would be more likely to become newspapers readers in the future than students in the past.29
Conclusions and recommendations
Though his intention was to develop more enlightened students and prepare them for the future by making daily newspapers widely available in residence halls, Penn State’s Spanier may have discovered the formula for reversing the 30-year decline in young-adult newspaper reading. The daily newspapers-in-dormitories program that was implemented fully in Penn State housing in the fall of 1997 has resulted in a sevenfold increase in the number of students reading a daily newspaper, while the readership of the student newspaper has fallen only about 5 percent. Nearly 29,000 copies of USA Today, the Centre Daily Times, and the New York Times are being read each week by Penn State hall residents compared to an estimated 4,000 a year earlier. This amounts to about 5,000 additional daily newspaper readers (Monday through Friday) in fall 1997, compared to a year earlier. It proves that college students, a subset of young adults, will read daily newspapers if they are literally put in their hands through wide distribution and a nominal charge.
Will the Penn State students exposed to daily newspapers through the program be more likely to be newspaper readers in later life? If the newspapersin-dormitories program was implemented nationwide to millions of students over a period of years, would it result in an upturn in the young-adult readership statistic, reversing a 30-rear decline? Will the Penn State students exposed to daily newspapers through the program be better informed and more successful adults? Would university students nationally be better informed and more successful adults for having been exposed to the program? It is too early to tell the answers to these questions.
Is the program’ worth a try? Absolutely.
Not since the invention of USA Today September15, 1982, has there been such a promising approach to reversing the ebbing tide of young-adult readership. Subtract the circulation and readership of USA Today, which indexes high with young adults, and the overall daily newspaper picture of young-adult attraction would be even worse. USA Today’s attraction to college students is borne out by its commanding lead over the Centre Daily Times and the New York Times and slight lead over the Daily Collegian in the dailies-indorms program. This is more evidence that USA Today is the model of the newspaper of the future that attracts young adults while traditional dailies struggle to appeal to them.
There are many related issues that deserve further study: First, longitudinal studies should be made over a decade or more of the impact of newspapers-in-dormitories programs at Penn State and elsewhere.
Second, longitudinal studies should be made of the effect of the program on participating newspapers’ websites. This may be the way for newspapers to get a leg up on broadcast, cable, and magazine website competitors as well as on other online competitors by introducing students to and promoting newspaper websites through the print product and vice versa.
Third, studies should be made of newspaper and website use differences among college students by gender and race. Off-campus dwellers should be surveyed, too.
Fourth, studies should be made of the ramifications for college newspapers of the arrival of off-campus competition in the dormitories. The college newspapers, most of whom enjoy a monopoly in advertising and readership, may have to revamp their marketing, distribution, advertising, editorial and website operations in the face of stiffer competition.
Fifth, the New York Times’ lack of appeal to college students and young adults compared to USA Today’s strong appeal should lead to studies of how the Times can maintain its traditions of journalistic excellence and still appeal to the MTV generation through both its print and online versions.
Sixth, studies of community dailies in university towns, such as KnightRidder’s Centre Daily Times should be undertaken for ways that these dailies can use to penetrate the college marketplace.
Seventh, USA Today’s proven appeal to college students, as shown by its readership parity with the student newspaper among dorm residents, needs to be explored in the context of its already demonstrated strong appeal to young adults. Few college newspapers have adopted USA Today’s format and content. Should other daily newspapers do so if they want to increase their appeal to students and ward off competition from local dailies and websites? The role of USA Today’s website in all this should be explored, too.
Eighth, a newspaper battleground that includes representatives of the two largest newspaper chains, Gannett (through its flagship newspaper) and Knight-Ridder, and the flagship of the New York Times Co. demands study.