Many communications professionals are hailing the impending extinction of traditional media formats, as consumers become more savvy and digitally orientated.
However, those moving away from traditional media tracking and distribution might not want to move too fast, according to a recent study from ComScore, published on August 27 by Digiday.
The report investigated the relationship between Millennials, those born between 1980 and 2000, with modern media sites and older, more traditional publications. And the results may surprise some of the more cynical professionals.
Sites like BuzzFeed and Upworthy have long been dominating young people's Facebook feeds. However, the study found that more reputable news sources, such as the New York Times, are commanding an impressive percentage of the total readership figures.
Taking out the number one spot is BuzzFeed, with more than 38 million unique Millennial visitors from the US as at July this year.
However, traditional news sources are still pulling significant numbers of Millennial readers, proving that the younger generations are engaging with the trusted and authoritative news sources.
For instance, the New York Times reported more than 15 million unique visitors within the Generation Y demographic. Overall, this accounts for just 32 per cent of the sites total readership, but demonstrates a significant demand for traditional news.
This is particularly impressive, as ComScore data suggests that just 30 per cent of total internet users are aged between 18 and 34, which shows that Millennials are actually over represented in the New York Times readership figures.
The Wall Street Journal was another strong performer, behind sites like Gawker but ahead of Upworthy. This publication pulled in close to 8 million Millennial visitors, representing 28 per cent of its total readership.
This proves that media analytics need to be aware of all potential demographic engagements, as assumptions could lead to primary audiences being ignored or shut out.