The Post-Gazette is running a multi-platform ad campaign that weaponizes variations of the line “I will never go digital” to make fun of older readers, depicted as fuddy-duddy Luddites. In one particularly offensive TV spot, a digitally-savvy granddaughter openly mocks her grandmother who prefers print.
Research refutes the ageist “messages” in the P-G’s divisive marketing campaign. Many adult U.S. readers—of all ages—are hybrid readers who want the choice of information in both print and digital formats.
As evidence, take a look at some of the key findings from a Jan. 3-10, 2018 national survey of 2,002 U.S. adults, reported by the well-respected, non-partisan Pew Research Center:
And the coup de grace to the P-G’s graceless stereotyping:
The P-G’s preening effort to digitally divide users borders on farce, given that P-G writers and staff repeatedly concede the deplorable state of the newspaper’s digital search and archival features.
The P-G’s tagline is “One of America’s Great Newspapers”. Unfortunately, for a variety of reasons, that tagline is not supported by facts. So, here’s a “message” for P-G ownership: