An old dog

The saying goes you can't teach an old dog new tricks. Well with the internet, none of the old saws work.
The over 50 generation is embracing social media.

(Check out http://pewinternet.org/Reports/2010/Older-Adults-and-Social-Media.aspx)

That means that newspapers and especially weeklies that have been clobbered by the division of their readership between over 50 year-old habits of consumption and under-50 year-old habits, now have a nexus where the two meet: social media.

In other words the print-centric generation and the web-centric generations now have neutral, mutual ground in social media. That provides real new opportunities for newspapers and weeklies if they can tie the two together.

Here's the overview story. If you want the whole story you'll have to order the report:

While social media use has grown dramatically across all age groups, older users have been especially enthusiastic over the past year about embracing new networking tools. Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.

Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%--from 25% to 47%.
During the same period, use among those ages 65 and older grew 100%--from 13% to 26%.
By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.
“Young adults continue to be the heaviest users of social media, but their growth pales in comparison with recent gains made by older users,” explains Mary Madden, Senior Research Specialist and author of the report. “Email is still the primary way that older users maintain contact with friends, families and colleagues, but many older users now rely on social network platforms to help manage their daily communications.”

One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.
Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.
At the same time, the use of status update services like Twitter has also grown—particularly among those ages 50-64. One in ten internet users ages 50 and older now say they use Twitter or another service to share updates about themselves or see updates about others.

ABOUT THE SURVEY
This report is based on the findings of a daily tracking survey on Americans' use of the Internet. The results in this report are primarily based on data from telephone interviews conducted by Princeton Survey Research Associates International between April 29 and May 30, 2010, among a sample of 2,252 adults, age 18 and older. Interviews were conducted in English. A combination of landline and cellular random digit dial (RDD) samples was used to represent all adults in the continental United States who have access to either a landline or cellular telephone. For results based on the total sample, one can say with 95% confidence that the error attributable to sampling and other random effects is plus or minus 2.4 percentage points. For results based Internet users (n=1,756), the margin of sampling error is plus or minus 2.7 percentage points. In addition to sampling error, question wording and practical difficulties in conducting telephone surveys may introduce some error or bias into the findings of opinion polls. For more information, please see the Methodology Section.