• The Wall Street Journal (by subscription), Wednesday, August 9, 2006 12 PM

If the newspaper industry is losing young readers, one sector is defying the trend, reports The Wall Street Journal. While newspapers in general have lost that demo, college papers have held steady readership. Now, big advertisers are going on campus to reach them, including Ford, Microsoft and Wal-Mart. Last week, Gannett Co.'s Tallahassee Democrat acquired Florida State University's FSView & Florida Flambeau. The same day, Viacom's MTV agreed to buy Y2M: Youth Media & Marketing Networks, a company that hosts Web sites for 450 campus papers. "College newspapers are the most relevant brand on any campus," says Stephen Friedman, general manager of mtvU. "It immediately gives our advertisers another visceral connection with this audience."

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