Once a minority in the ‘real world’ population, millennials are the global economy’s new powerhouse. Researchers at Barkley calculate that millennials control $200 billion of direct purchasing power, and the U.S. Census Bureau estimates that they are the largest demographic group in history.
Publishers have no choice but to reach these young adults, but often struggle to implement a successful strategy. Why? Millennials are the most educated group in history and aren’t easy to please. They grew up with the Internet, rarely read their parents’ newspapers, and are setting trends in digital content consumption habits. Not to mention, publishers need to keep bringing in fresh eyes…
