TNP retains appeal among young readers, Latest Singapore News - The New Paper

TNP retains appeal among young readers

This article is more than 12 months old

The New Paper has retained its youthful appeal by having the highest proportion of young readers, according to the 2015 Nielsen Media Index report.

TNP holds 27.7 per cent of readers aged between 15 and 29 years old in the survey of 4,683 residents aged 15 and above, conducted from July last year to June this year. The sample excludes work permit holders.

Another indicator of TNP's youthful appeal: The median age of its readers remains the lowest, at 40, among all the newspapers here.

TNP reader Angela Lee, 22, said she enjoys reading the paper because of its human interest stories. "It offers a different take on the same issue and is easier to digest," she said.

Another reader, Mr David Tan, 25, said: "It's good that TNP jumped on the digital bandwagon so there's alternative content to what's in the papers."

The Nielsen index also shows a decline in print readership penetration across all English dailies, with The Straits Times recording the biggest dip of 2.9 percentage points. TNP saw a 1.4 percentage point dip.

TNP's print edition had a readership of 6.7 per cent, while its digital readership was at 0.7 per cent.

Close to three in five adults complement their weekly offline media consumption with monthly digital media consumption.

Ms Rebecca Tan, managing director of Nielsen's Media business in Singapore, Malaysia and Indonesia, said: "Local media providers have been diversifying and continuing to enhance their offerings to cater to the escalating demands of these consumers and provide an omni-channel experience to their audience."

- Foo Jieying