Think Millennials Don’t Read Newspaper Media? Think Again

When people talk about millennials, the conversation often centers on smartphones, streaming, and social media. The common assumption? That newspapers are not really part of their world.

Not so fast. 

Take Justin, for example.

He’s a busy Nebraska professional juggling work, family, and community life. He starts his mornings on his local newspaper app while sipping coffee, scrolls through his paper’s social feeds during the day, and still enjoys flipping through the printed edition on weekends for ads, deals, and local happenings. Justin isn’t an outlier — he’s one of more than 470,000 Nebraska millennials who have a strong relationship with their local newspaper.

The Numbers Tell the Story

The Nebraska Statewide Study by Coda Ventures shows just how deeply millennials connect with local news:

• 85% of Nebraska millennials read print or digital newspapers every month.

• More than one-third of all Nebraska newspaper readers are millennials.

• They’re not just skimming headlines — millennials are using newspapers across platforms:

  • 75% visit newspaper websites.

  • 72% engage on newspaper social media.

  • 66% still read the printed paper.

  • 61% use newspaper apps.

And when it comes to action, millennial newspaper readers are consumers every business wants to reach:

• Top purchase categories include groceries, restaurants, financial services, home improvement, vehicles, and education.

• They’re also highly engaged in community life — voicing opinions, attending local events, and staying connected.

Why It Matters

For advertisers, this is a wake-up call. If you’ve written off newspapers as “for older generations,” you’re leaving a massive audience on the table — one that’s educated, active, and spending across virtually every category.

And the timing couldn’t be better: according to a 2025 Borrell Associates study, small businesses are planning to increase spending in legacy media as a way to stand out competitively and cut through the endless digital noise.

For the public, it’s a reminder that newspapers remain a vital part of community life. While national news outlets are facing a steep trust gap — with a majority of Americans saying they distrust the news most of the time (Reuters Digital News Report, 2025) — local news is the exception.

According to that same report, 63% of young adults (ages 18–24) say they trust their local newspaper, and that trust is consistent across every age group, hovering around 56–66%. By contrast, national outlets such as cable news and large dailies score much lower in public trust. The report itself notes, “once again, the story is different with local news,” pointing to local newspapers and regional outlets as ranking at the top of the trust scale.

This difference is significant.

National media often gets bogged down in political noise, partisanship, and sensationalism. Local newspapers, on the other hand, are valued for reporting that is relevant, transparent, and community-focused. That’s why trust in local news is resilient even as overall news trust has declined.

The Bottom Line

Millennials are not just reading newspapers — they’re relying on them. Newspapers, in both print and digital formats, are woven into their routines, their decisions, and their communities.

So the next time someone tells you “millennials don’t read the paper,” you can confidently say: Think again.