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Alexander McCall-Smith Engages Web 2.0

The Daily Telegraph is in the middle of a 20-week serialisation of an online book created by author Alexander McCall-Smith, his first such project. New Media Knowledge caught up with the organisers to discuss ‘Corduroy Mansions’.

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Business Brief: Video Advertising Looks to Future

Google has announced it will incentivise advertisers on its video properties as well as launching research programmes into how Web users consume Internet video material. New Media Knowledge spoke to a number of industry players to gauge their views on where the video advertising market is going.

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‘Virtual Home’ for Ex-Pats in London Established

A social network aimed at providing information for ex-pats living in London has been established. New Media Knowledge met the site’s co-founder to find out more.

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Youth News

The New York Times recently reported that the young are forsaking newspapers in droves.

The New York Times recently reported that the young are forsaking newspapers in droves:

Only 16 percent of the young adults surveyed aged 18 to 30 said that they read a newspaper every day and 9 percent of teenagers said that they did. That compared with 35 percent of adults over 30.

According to internet metrics company Comscore, though, the figures are not nearly so bleak when it comes to news on the ‘net. Analyst Andrew Lipman found that young people are almost equally likely to read newspaper websites as their parents and grandparents:

nearly the same percentage of 18-34 year olds (59%) are reading news online each month as 35-54 year olds (61%). Not only that, but they are also going online to get their news nearly as many times each month (12 visits) as 35-54 year olds (13 visits).

The barbarians are not quite at the gates yet, it seems. While old news formats are certainly suffering, the appetite for the content remains strong. Arguably, the results suggest that online newspapers specifically written for younger children would do well, since 40% are reading adult papers each month despite the fact that they are written for older readers.