Interesting blog posting on the Hitwise weblog as Heather Hopkins mulls the proliferation of free papers targeting this age group. Turning to data (which Hitwise has a-plenty) Heather has looked at their behaviour and suggests the dainties with which one would bait the trap:
in order to attract the 18-34 year old audience, websites such as This is London and The London Paper should consider not just entertainment news and celebrity gossip, but a social aspect or links to social networks such as MySpace, content on wedding planning, reviews of videos and games, and a job board.
That rings true.
Check out the posting for the analysis and data.