Young subscribers flock to old media

Between 2016 and 2017, the share of Americans aged 18-24 who paid for online news vaulted from 4 percent to 18 percent, a new study shows. /Justin Sullivan/Getty Images

Shunning Trump, the millennial generation does what it once resisted: pay for news

By Jason Schwartz | POLITICO

s President Donald Trump wages daily war against the press, millennials are subscribing to legacy news publications in record numbers—and at a growth rate, data suggests, far outpacing any other age group. Since November’s election, the New Yorker, for instance, has seen its number of new millennial subscribers more than double from over the same period a year earlier. According to the magazine’s figures, it has 106 percent more new subscribers in the 18-34 age range and 129 percent more from 25-34.

The Atlantic has a similar story: since the election, its number of new subscribers aged 18-24 jumped 130 percent for print and digital subscriptions combined over the same period a year earlier, while 18-44 went up 70 percent.

Newspapers such as The Washington Post and The New York Times typically do not share specific subscriber data, but according to a Post spokesperson, its subscriber growth rate is highest among millennials. A New York Times representative relayed that the paper was “seeing similar trends” in subscriptions and pointed to public data on digital traffic that showed its online reach among millennials to be up 9 percent from the same period a year ago.

Even The Wall Street Journal—not a paper usually known for being left around dorm rooms—said that it has doubled its student subscribers in the last year.

And a spokesperson for the famously staid Economist reported, “We are seeing that the 18-24 and 25-34 age groups have been key drivers of new subscriptions.”

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