Newspaper & Mailroom

New Study Finds Surprising Audience Information for Newspapers

Thursday 18. December 2008 - Newspapers Seen as Authoritative Source, Particularly by Elite Audiences

In the wake of the recent spate of negative financial news facing the newspaper industry, a new study finds surprising news about newspaper readership, both print and online. The study shows that 61 percent of American adults read print editions of newspapers frequently, while 52 percent of adults read newspapers online every day or a few times a week. The poll also reveals that 76 percent of adults defined as “elites” read print editions of newspapers frequently, while approximately three-quarters read newspapers online every day or a few times a week.

The research, conducted by Douglas E. Schoen, LLC, comes at a time when the newspaper industry is undergoing major upheaval due to declines in advertising revenue and rising operational costs.

“These findings are quite striking,” Schoen said. “It shows that reports on the death of the newspaper industry are greatly exaggerated. Despite the newspaper industry’s financial problems, newspapers are capable of attracting an informed and engaged audience. They are still viewed as credible, trusted brands that drive other media coverage, inform readers about significant political and economic issues, and drive purchasing decisions.”

The poll was conducted with a representational sample of the U.S. adult population, with 2000 adults participating, including 450 elites. Elites are defined as those respondents who make over $75,000 per year and work in communications, government, business or non-profit organizations. The margin of sampling error is +/- 3 percent overall, and +/- 5.5 percent for elites.

“What we’re seeing here is a flight to quality,” Schoen said. “At a time when this country is facing unprecedented political change and large scale economic turmoil, we’ve found high levels of newspaper readership and high levels of trust in newspaper content. There is still an enduring confidence in newspapers’ ability to provide quality information and analysis to its readers, whether in the print edition or online.”

Political and financial coverage were key areas where newspapers were viewed as credible. The majority of respondents felt that newspapers played an important role covering the financial crisis, and the mass public said they found newspaper coverage to be informative during the recent presidential campaign, by more than 2-1.

An overwhelming number of respondents — 77 percent of adults and 82 percent of elites — believe that investigative reporting in newspapers is critical to maintaining the strength of American democracy. Sixty percent of adults and 53 percent of elites believe newspapers set the tone for all news coverage in Washington, D.C., and solid majorities in both groups believe newspapers provide definitive information that guides both broadcast networks and cable television in their own reporting of the news. In addition, a greater percentage of adults and elites than not believe that newspapers are more authoritative than cable television and talk radio.

Respondents engage with newspapers and their Web sites; 9 percent of adults and 16 percent of elites report that they post comments to articles and blogs every day or a few times a week.

The poll also shows that a majority of those surveyed believe advertising in newspapers gives them useful information that aids in purchasing decisions. In addition, respondents report that advertising in newspapers is more credible and reliable than advertising in other mediums.

KEY FINDINGS

Readership:

— Over half of adults and around three-quarters of elites said they read
newspapers in print or online daily or a few times a week.
— Sixty percent of adults and 53 percent of elites agreed that
newspapers lead the way in setting the tone for our news coverage both
in Washington and throughout the country.
— Seventy-seven percent of adults and 82 percent of elites believe
investigative reporting in newspapers is critical to maintaining the
strength of democracy in the U.S.

Financial Crisis & Election:

— Sixty-eight percent of adults felt that newspapers play a leading role
in reporting on the financial crisis.
— Two-thirds of adults and 57 percent of elites feel that newspapers
were critically important in providing information about where the
presidential candidates stood on the issues during the recent
election.

Credibility & Trust:

— A majority of people trust reports about companies that are written by
newspapers more than reports from senior executives in companies.
— Forty-eight percent of adults and 53 percent of elites believe that
newspapers are more believable and authoritative than talk radio.

Audience Interaction/Blogging:

— Nine percent of adults and 16 percent of elites post comments to
articles or blogs every day or a few times a week.
— About a third of adults and elites read blog postings online.

Advertising Influence:

— Adults and elites find advertisements in newspapers to be more
accurate and reliable than advertisements on television, on the radio,
online and outdoors.
— A majority of adults and half of elites look at advertisements in
newspapers frequently.
— Over half of adults and elites said that at least sometimes these
advertisements influence their decision to purchase a good.

Douglas E. Schoen


Doug Schoen was named Pollster of the Year in 1996 by the American Association of Political Consultants. Schoen was President William Jefferson Clinton’s research and strategic consultant during the 1996 reelection, and has been widely credited with creating and effectively communicating the message that turned around the President’s political fortunes between 1994 and 1996. For more than twenty years, Schoen has provided strategic advice to numerous political clients in the United States and to heads of state in countries around the world, including Greece, Turkey, Israel, the Philippines, Korea, the Dominican Republic, Bermuda, and Yugoslavia. Schoen has also provided preeminent strategic research to an extensive list of corporate clients, including AOL Time Warner, Procter & Gamble, Major League Baseball, AT&T, Frito Lay, and Citibank.

Schoen is an independent researcher who consults with Edelman. Among Edelman’s clients is the Newspaper Association of America. A complete copy of the study is available upon request.