86% of Voters Read LOCAL Newspapers

March 15, 2012

The Reporter Online
Published as part of the March 15, 2012 edition.

A new survey of U.S. voters’ media use demonstrates the advantages newspaper media hold in connecting political advertisers — election campaigns and issues advocates — with registered voters, the group most likely to vote.

Results of this study confirm results of similar studies done in the past few years.

The American Voters Media Use Study, conducted by Moore Information, shows that 86 percent of registered voters read newspapers in print or online. Ninety-one percent of voters who contributed money to a campaign read online or print newspapers.

“Cutting across party affiliations and age groups, it’s clear that newspapers and their digital platforms provide a superior medium for advertising that supports election campaigns and drives awareness of the issues,” said Caroline Little, president and CEO of the Newspaper Association of America.

“Whether measuring perceptions of trust and reliability or use of the medium’s digital and mobile platforms, newspapers have a clear advantage in reaching and motivating those highly likely to vote. Campaigns and advocated seeking effective advertising to reach their target audiences need look no further than the local newspaper.”

Key findings of the Moore Information study include:

  • 86 percent of voters who cast ballots in the last local election read newspapers in print or online, regardless of party.
  • 79 percent of voters ages 18 to 34 read newspapers in print or online.
  • Newspapers and their websites consistently outscore other media for being “reliable,” “accurate” and “in-depth” about local civic and political issues.
  • Newspaper political advertising is the least “annoying” of any medium. 54 percent of voters rate local TV political ads as “annoying.” Only 18 percent of voters say the same for local newspaper ads.
  • Among voters who plan to use mobile devices for campaign and election news, 58 percent plan to turn to newspaper sources. That number rises to 62 percent along the 18-to-34 demographic.
  • 91 percent of voters who contribute to campaigns read papers in print or online.

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