Newsosaur: Publishers Fail to Diversify Digital Audience

Though newspapers have been pretty good over the years at growing traffic on their websites, they are shockingly bad at capitalizing on the social power of digital media to broaden their audiences.
Audience diversification is important, because the typical newspaper website is read, more or less, by the same senior citizens who take the print paper. Here’s how serious the demographic challenge is:
Using data from the Census Bureau and the Pew Research Center for the People and the Press, I calculated a couple of years ago that at least half the audience at the typical newspaper
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