Jupiter research released a new report this week: The New Demographics of Online News Competing with Portals for Younger Audiences. It costs $750 to read it, so I will not be - but the Poynter Institute sums it up here.

The highlight for a community newspaper is that while big portals (Yahoo, AOL, Google etc.) do attract a large audience of younger news readers, local media will continue to be the destination for local news. Sort of obvious thinking there, but nice to have a $750 report to confirm it.

In terms of online news strategies, this particular point (from Poynter) coincides with our plans for the Telegraph Web site:

If today’s younger news audience maintains itspreference for portals over time, news organizations might benefit morein the future from strategies aimed at engaging visitors who arrive viaportals at specific stories, rather than from the home page or sectionpages. "I think it’ll help to make news sites more story-centered, withan emphasis on orienting visitors on every page and making it easy forthem to explore your site further."

As we continue to work on the redesign of NashuaTelegraph.com,look for more of that ‘every page is a home page’ strategy to emerge onthe site. This means: better navigation from within news articles, moreprominent display of ‘most read’ and ‘most emailed’ articles, and otherfeatures that we hope will bring a bit of serendipity to your newsexperience.