CJF poll by Maru/Matchbox finds millennials more willing to pay for news than older counterparts

TORONTO, Nov. 8, 2017 /CNW/ - In an age where information is easily accessible and free, a new poll conducted by Maru/Matchbox and commissioned by The Canadian Journalism Foundation finds millennials have a greater appetite for paying for news content than their older counterparts.

The poll found that 13% of adults between the ages of 18 and 34 years choose paid access over free access with advertising, compared to 7% among those aged 35 years and older. The poll results also showed that millennials (42%) are more likely than their older counterparts (27%) to prefer sources that are in-depth and specific versus general.

"Millennials are the first generation that were born into an environment where it is possible to solely access very niche content," says Demetre Eliopoulos, Vice-President of Public Affairs for Maru/Matchbox. "The result is that they are more fluent in accessing this content than their older counterparts. Their consumption preferences mirror this.  It may be a sign that in-depth and specific is the way of the future."

However, the poll also found an overwhelming majority (91%) of Canadians prefer news and information sources that contain advertising over paying for access to the sources of news without advertising. Roughly two-thirds (69%) of Canadians prefer news and information sources that cover a wide range of topics and provide general knowledge on a range of issues, over sources that provide in-depth knowledge on a specific topic area.

"Persuading audiences that news and information costs money to gather and produce remains the challenge facing news organizations as they continue to lose advertising that traditionally covered those costs," says Christopher Waddell, a CJF board member and professor with Carleton University's School of Journalism and Communication.

The poll results come ahead of tonight's CJF J-Talk 'New Media, New Models' featuring recent media arrivals, some of which are relying on ad-free subscription models.

The featured speakers are: Dave Bidini, founder and publisher of The West End Phoenix, a community news monthly just launched in Toronto—ad-free and in print;Saleem Khan, science and technology editor with The Conversation Canada, an edition of the Australian website that turns academic research into accessible articles; Erin Millar, editor-in-chief and CEO of Discourse Media, an independent, Vancouver-based website finding success in its collaborative approach to journalism; and
James Mirtle, editor-in-chief of The Athletic in Canada, a version of a subscription sports website expanding across major North American cities.  Catherine Wallace, the former executive producer of the Montreal Gazette's iPad evening edition who explored alternative sources of civic news as the 2016-2017 Atkinson Fellow in Public Policy, moderates the panel.

This event is part of the annual J-Talks series, which explores pressing media issues. The CJF thanks the generosity of J-Talks series sponsor BMO Financial Group, venue sponsor The SPORT Gallery, and in-kind supporters Cision and CPAC.

Tickets are still available for this event. Please note this first-time location.

WHEN:Wednesday, November 8
Doors open: 5:30 p.m.; Discussion 6:00 p.m.; Reception 7:30 p.m.
WHERE:The Sport Gallery, 15 Tank House Lane (Distillery District), Toronto
General admission: $25
Student tickets (ID required. Limited availability): $15
Buy tickets

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About Maru/Matchbox
Maru/Matchbox has been pushing the boundaries of customer intelligence since 2000, when they began disrupting the market research industry as the research arm of Vision Critical. Since then, their insight communities have broken new ground, adding depth and richness to clients' understanding of what motivates their customers and influences their markets. Now, as part of the Maru Group, they still operate many of the hundreds of insight communities that they implemented then, while also providing sector-specific consulting and research and in-depth qualitative insights.

The Angus Reid Forum (ARF), as part of the Maru Group, is a premier Canadian online panel with many features that differentiate it from traditional online access panels. Consisting of over 150,000 Canadians ARF is well represented across numerous demographics and consumer attributes.

About The Canadian Journalism Foundation
Founded in 1990, The Canadian Journalism Foundation promotes excellence in journalism by celebrating outstanding journalistic achievement. Our signature events include an annual awards program featuring a must-attend annual industry gala where Canada's top newsmakers meet Canada's top news people. Through J-Talks, our popular speaker's series, we facilitate dialogue among journalists, business people, academics and students about the role of the media in Canadian society and the ongoing challenges for media in the digital era. The foundation also fosters opportunities for journalism education, training and research.

SOURCE Canadian Journalism Foundation