What young people expect from our newspapers

Last year, about 30 young people visited the Tamedia editorial offices in Zurich every week for three months and discussed their expectations towards the media in workshops. Now the team behind the "Tages-Anzeiger Youth Lab" is summarising the results.

What can the media learn from 16 to 19-year-olds? How can newspapers become a reliable companion in their everyday lives? Tamedia launched the "Tages-Anzeiger Youth Lab" to clarify these questions and to be able to adapt to the needs of the future readership today. From 15 September to 15 December 2021, a group of young people visited the editorial office in Zurich every week to discuss their expectations towards media with employees of the "Tagi", the Digital Product Team, the Reader Revenue Team as well as the Tamedia editorial office and to create innovative ideas for the journalism of the future.

The project was initiated by President and Publisher Pietro Supino and Marco Boselli, Co-Managing Director of Tamedia. Katharina Graf, head of blogs at the Tamedia editorial office, and Adrian Zurbriggen from the Tamedia editorial office are responsible for the project internally. The "Tages-Anzeiger Youth Lab" was conceived by Sandra Cortesi, who also closely supervised its implementation. She has headed the Youth & Media Project at the Berkman Klein Center for Internet & Society at Harvard University for thirteen years and already supported the "20 Minuten Youth Lab".

In the video, the Youth Lab participants reveal what it would take for them to buy or want a newspaper subscription. And those responsible for the project tell what they have learned from the young people: