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Start them Young

Wired has an interesting article on the ridiculously high readership of an online newspaper which you can catch here.

An online paper covering news in a fictitious world populated by penguins has become more widely read than New York’s Daily News, the Chicago Tribune, or the Dallas Morning News, reports the L.A. Times.

The Club Penguin Times is a weekly online-only publication with a readership of about 6.7 million monthly users of a Disney-owned social network and virtual, Club Penguin.

Although the numbers are interesting, and the comparison to the traditional newspaper industry is  obvious the piece that gets me is that we are seeing a real shift in behavior at a young age. We are talking about a percentage of 6.7 million that are learning to get their news online rather than off. For 6 – 14 year olds they are learning to get their news online.