All news organizations – broadcast, cable, print, digital native, radio – have become multimedia platforms, and they compete not just against each other but against every other form of screen time.

What news organizations really need to focus on – more than ever – are the dramatic shifts in audience behavior and the fierce competition for screen time. They need the agility to experiment with different platforms, formats and tones of voice in order to reach fickle young audiences.

Recent studies by the Reuters Institute and SmithGeiger, an international research and consulting company, underscore the need for media companies to make their products more relevant and fun – and more readily available.