At "Gen-Y: Do More Than Read Their Lips,'' a workshop at the 2001 AASFE Convention held recently in Chicago, Smith asserted that young adults, teens and tweens born between 1977 and '95 should be targeted by newspapers seeking to grow another generation of loyal readers. Unlike, baby boomers and Gen Xers, the "Next Generation'' does not intrinsically distrust newspapers.

"They are willing to consider newspapers in the media mix,'' Smith says.

Sourced by U.S. cenus data and a variety of research, Smith offered a cultural snapshot of potential Gen Y readers. When crafting stories for a Gen Y audience, editors should keep in mind that they are the most diverse U.S. generation ever. They are consumer savvy, brand aware and technologically proficient. And compared to the rebellious Baby Boomers and the angry Gen Xers, Gen Y appears to embrace a more traditional value system.

The workshop wrapped with a Q&A session featuring six Gen Y panelists from the Chicago area. Daryl Cheung, 17; Jon-Pierre Bradley, 17; Allison Rice, 16; Max Lavine, 13; Ravin Rice, 12, and 9-year-old Ernest Glaspie addressed topics that stretched from newspapers and reading to music and money.

Here are a few highlights:

• Unlike their raucous predecessors, Gen Yers actually get along with their parents. Some even consider them best friends. For example, Allison and Ravin say they love to shop and hang out with their mother. However, there is an exception to the whole parent-as-best-friend phenom. When Mom and Dad lay down the law and hand out a punishment, all bets are off, the panelists agree.
• Teen queen Britney Spears and her sugary cohorts may be what adults think is popular on the Gen Y music scene. But many Yers groove to grittier tunes. Allison says rapper Jay-Z is the next hot thing! And classic rock fans, like Max, prefer Black Sabbath and other old-school groups.
• The terrorist attacks of Sept. 11 hit Gen Y hard. Ernest says the attacks were a popular topic on the school bus for several weeks. "When you think about it, America is going to go through a lot of changes,'' says Ravin, who cried for two weeks after the attacks. "Something of this magnitude does not come and go within a year or two and not leave a trace,'' Max adds.
• What do Gen Yers want from a newspaper? Lots of entertainment and celebrity news. More cultural and political satire, "kinda like the Onion,'' says Max. A healthy mix of games, puzzles, and activity listings for both youngsters and adults, Ernest suggests.
• The final analysis? For Gen Yers, it's "money over happiness.'' Well... maybe, says Daryl. Unless, of course