Free new research from focus groups of young readers in the Pittsburgh area is available from the John Curley Center for Sports Journalism at Penn State. Click on "Newspaper Sports Sections Face Readership Challenges."
Not much interest in NASCAR there, but still some interesting findings:
"All participants said they look to the Web as their primary source of sports news and information, with nearly all listing it as a major media news and sports source. Group participants listed ease-of-use and access to computers as the main reason why they go to the Internet."
The research includes information about what women want from sports as well.