Faced with steadily declining readership -- as much as three percent in the past year alone -- daily newspapers have been desperately redesigning themselves to appeal to a broader cross-section of subscribers. Some publishers have finally figured out that they're only hurting themselves: alienating the Baby Boomers and Silent Generation readers who still do read newspapers.
Some papers are finding that recent efforts to overhaul their daily print product with full redesigns, more "lite" news, cutbacks in story length, pages, and newshole, and even changes to the size or design of the paper's flag often elicit a backlash.
While editors and publishers caught up in the redesign craze claim that changes are needed to attract new subscribers, they may be losing their best customers by chasing non-readers — and chasing away confirmed readers. Statistics show that baby boomers (those between 44 and 62), are the largest demographic of loyal print readers in the U.S.