The Irish Times : investigating the 16 - 18 year old market. Can the Irish Times serve young adolescents?

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Laotan, Yemi Stephanie
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BA (Hons) Media and Marketing Studies
Dublin Business School
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The adolescent population is rapidly growing in both size and consumption power. The aim of this study was to research the potential of producing a new product (e.g. a supplement, weekly column, section, etc.) aimed at the 16 to 18 year old age bracket, in order to increase sales of The Irish Times. As well as, to evaluate the economic and environmental impact of serving the 16 to 18 year old segment. The research design applied, in order to fulfil the objectives of the study, was both qualitative (in-depth interviews) and quantitative (surveys) in nature. Participants of the in-depth interviews ranged in age from 16-18 years, and were from the ABC 1 category. They were chosen from the City Centre, North Side and South Side of Dublin respectively. Participants of this interview participated by giving their opinions, motivations and principal reasons for reading newspapers. Subsequent to the depth interviews, a survey research was conducted. A total of 35 participants participated in this study by completing a confidential questionnaire that was designed to examine the dynamics of their experiences in relation to newspaper usage and content. Overall, results show that there is a gap in the market place with regards to newspapers covering teen issues. Findings also showed that teens will read and/or purchase a newspaper that covered issues of interest to them.