The newspaper has never been the medium of choice for young people, but the industry has long been concerned that this generation possesses the technology to ensure it never grows into the ink-on-paper consumer.
The latest effort by so-called old media to generate news and entertainment content for Generation Y is TheVine, from Australia's substantial Fairfax newspaper group and a youth marketing company called Lifelounge. It's a combination of Fairfax content and social media, and Lifelounge is in charge of the team.
A quick glance will make quickly clear that it's unlike anything Fairfax might produce on its own.
