From Campaigns & Elections:
Where do the most likely voters get their campaign news? Well it’s not late-night comedy shows or Twitter, that’s for sure. It’s actually newspapers. A whopping 80 percent of voters 35 and older are regular readers of newspapers in print or online. Yes, I said online. According to another national survey in January of this year, Moore Information’s American Voters Media Use Study, one in four Americans report using a mobile device for campaign news and of those newspaper sources are the number one choice for 58 percent. Even among young voters who do use smartphones et al for campaign news a whopping 62 percent go to newspaper sources. And it’s not just “mobile devices.” Newspaper websites rank #1 in 22 of the top 25 largest markets.
Need more proof that newspapers have made a comeback when it comes to political news and advertising? In the 2002 elections, the newspaper industry collected a paltry $35 million for political advertising. It’s likely that more money was spent on bumper stickers that year. But fast forward to 2010 and the newspaper industry increased their take nearly tenfold to over $300 million in political ad sales.
Download the”Readers Vote, Voters Read” PowerPoint presentation on how and what voters read.
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