Research

At the University of Florida and the University of Texas at Austin, I studied the news habits and non-news habits of young adults (ages 18-29). I conducted focus groups, experiments, in-depth interviews, surveys and ethnographies to better understand how young adults wanted to consume their news. The biggest finding: They want choice, as in what they consume, when and how. They don't want news pushed at them.

Storytelling Techniques

Zerba, A. (2013). Newspaper Research Journal, 34(4), 6-23.

Abstract: This experiment tested four storytelling reading methods for young adults. Techniques such as text chunking, adding local datelines and why-you-should-care boxes improved reading experiences. The addition of recent context, background and definitions also raised recall scores.

Young Adult Newspapers

Zerba, A. (2013). Newspaper Research Journal, 34(2), 6-21.

Abstract: Eight focus groups of 18-to 29-year olds suggest that young adults want more local news, event listings, shorter stories, breakout texts, conversational writing, less inside humor, positive ad experiences and more political news in niche publications geared toward them.

Mobile News Consumption

Chan-Olmsted, S., Rim, H., and Zerba, A. (2013). Journalism & Mass Communication Quarterly, 90(1), 126-147.

Abstract: This study found perceived relative advantage (especially content), utility and ease of use of mobile news are positively related to its adoption. The young adults' news consumption patterns and preferences, as well as media usage, all play a role in the adoption of mobile news.

News Avoidances

Zerba, A. (2011). Journalism & Mass Communication Quarterly, 88(3), 597-614.

Abstract: Focus groups in three cities were conducted with young adults (ages 18-29) to understand why they don't read daily print newspapers. The study examined news media avoidances, like “inconvenience” and “lack of time,” to uncover underlying meanings. Results showed prominent nonuse reasons have dimensions. Participants also suggested ways newspapers could improve. Participants were studied as two age groups, 18-24 and 25–29. Small group differences did emerge. The older group wanted less negative news, while the younger group justified it; the younger age group was more skeptical of the news and mentioned needing greater effort to understand it.

Narrative Journalism

Zerba, A. (2008). Newspaper Research Journal, 29(3), 94-102.

Abstract: Why are fewer young adults reading the print newspaper? Often cited reasons include: lack of time, use of another news medium, cost and lack of interest. Another reason not often reported is that almost 40 percent of young adults in the U.S. (ages 18 to 29) just don't enjoy keeping up with the news. This study examined young adults' reading expectations of hard news topics prior to reading these stories and how narrative storytelling could positively affect their reported reading experiences.