Shareable Media Get Serious About Attracting Millennials

When the Daily Show first aired, Jon Stewart was a comedian hosting a parody show on Comedy Central. Now he's a satirist for a news show that just happens to run on Comedy Central.

While Comedy Central’s Daily Show is an example of niche cable brands expanding programming to attract a bigger audience, it’s part of a more subtle, significant trend.

It’s an early example of non-traditional outlets layering in news for a new, younger segment of viewers. This trend has since moved from cable to online media properties as well.

BuzzFeed Blows Up
BuzzFeed is the most obvious example today, its YouTube partnership with CNN benefits both platforms as BuzzFeed wants more reason for visitors to stay, see and share its content.

Expanding from timely irreverence into serious news content may seem like a disconnect. But it’s looking more like a growing trend.

Vice Media Doubles Down
More recently, Vice Media doubled the size of its news operations. Known for its online and TV programming, the outlet sees millennials as an underserved audience and is investing heavily to keep their attention.

A Long-Term Approach to Audience-Building
As many digital platforms try to find the right mix to boost unique visitors, page views and time on site, we’re seeing some do a better job than others. There is an unfortunate science behind the listicles, slide shows and more visual content some platforms have become known for publishing.

These approaches reward the publisher, not the marketers, providing artificial boosts to metrics. Appealing to a broader audience by expanding content is a much more long-term, sustainable investment.

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Comments

[Denver Office Space]

The daily show with jon stewart is very good program.
While Comedy Central’s Daily Show is an example of niche cable brands expanding programming to attract a bigger audience, it’s part of a more subtle, significant trend.i Appreciated you.

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[Nida Simons]

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[Franchise PR Agency]

Thanks for the post!

[Rachel Graf]

This post really shows the importance of reaching outside the box when it comes to social media. People (millennials) are using varieties of media and to be able to reach them, public relations practitioners need to be exploring and making connections with outlets such as Buzzfeed and Vice Media.

[Carlos]

Great post!
We can see how the mainstream media is trying to reach millennials, NBC has Carson Daily in the Today show, just last night, in the kick-off of the new Late Late Show on CBS with James Corden, Justin Bieber was one of the center personalities, doing a long skit with him. On the Tonight Show with Jimmy Fallon the use of Twitter is prevalent, as well as hashtags and other Social Media sharing. This is also seen in networks being available directly on mobile devices (millennials are the largest users of these), as HBO allowing for paid access without the need of going through or having a cable subscription.
The media outlets that don't target this demographic risk falling behind and losing market share. It will be interesting to see who stays and who goes in the years to come.