Online and over the hill?

How old are you? Older than I might hope, according to the latest research.
Newspapers have long been aware of the problem of aging readership. We love our readers, but we’d like to have some new ones for the decades to come. Attracting young readers has been a real challenge.
There’s been some belief in the industry that newspaper Web sites were the ticket to reaching the still-climbing-the-hill demographic. New numbers from Belden Associates — leading media researchers — show that’s true, but not to the extent that might be wished.
The average newspaper reader now clocks in at a mature 55 years of age. The average online reader is a much younger 42. But the number of newspaper Web visitors age 25-44 has steadily declined over the past five years.

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