Paste BN NETWORK reaching more millennials
It turns out that the budding Paste BN NETWORK, the nationwide news organization comprising Paste BN and 106 local sites across America, is a hit with millennials.
Per comScore’s March numbers, the NETWORK racked up its second biggest month since its inception in June 2015, with 106.6 million unique visitors while flagship property Paste BN led the charge with 63.1 million uniques.
But here’s the takeaway to remember: A growing millennial audience is turning to both the network's local sites and Paste BN for its news and information. The Paste BN NETWORK surpassed 40 million uniques in the 18-34-year-old demographic, while USATODAY.com had the highest number of millennials on record, reaching 25.1 million in the same age range -- a 36.4 percent increase from just a year ago.
"Paste BN has always been about reaching audiences in a smart, fast, and accessible way -- all qualities that translate very well not just for younger audiences but for all audiences who increasingly engage with news and information on their phones,” said Joanne Lipman, Gannett’s Chief Content Officer. "It makes sense that Paste BN NETWORK is a leading provider of information to millennials. It’s in our DNA.”
By way of context, the Paste BN NETWORK drew 10 million MORE millennials than VICE Media, the self-described “world’s leading youth media company,” reached in the same period.
For USATODAY.com, the combined millennial/Gen X audience was also the highest on record, reaching 37.7 million uniques -- a 33 percent increase from last year. That means 60.7 percent of the brand’s traffic is coming from audiences under the age of 45.
Another stat that tracks with an increasingly young audience: 77 percent of users viewed Paste BN NETWORK content on a mobile platform in March.
“Paste BN has worked hard to revamp the way we tell stories in the last few years to appeal to a mobile and socially-focused audience on the media they inhabit as well as our own platforms,” said David Callaway, editor-in-chief of Paste BN. “The success of our Five-Things-To-Know and Short-List daily reports and What-We-Know-Now template for breaking news have proven time and time again that rapid-fire news AND context is the format a mobile audience prefers.”