The French, as Steve Martin once cracked, have a different word for everything. But a recent ground-breaking study of modern media consumers by BVA, a French market research firm, resonates perfectly in any language.
The research is important to anyone worried about the future of the newspaper business, because it demonstrates how profoundly next-generation consumers differ from the ageing geezers (this writer included) who account for more than half of newspaper readership in the United States even though they represent barely 30% of the population.
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