By partnering with Verizon, the Times is positioning itself to more easily access younger readers who generally consume news through their smartphones:
of 18-to 25-year-olds have first contact with news through their smartphones every morning, per Reuters Institute for the Study of Journalism.
Additionally, the majority of 18-to 25-year-olds go to social media and messaging apps first for news each morning, versus just 29% for those over 35. Given their digital savviness, this behavior is likely even more prevalent among current high schoolers.
The socially responsible nature of the initiative could also boost the Times' brand in general, but especially among younger generations. The schools set to receive free access to the publication are predominantly in rural and low-income areas, and the companies are planning to be responsible so far as advertising displays.
This should appeal to younger users, both those opting into school-funded subscriptions and not: Gen Z has been found to
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