New Study Finds Surprising Audience Information for Newspapers

Newspapers Seen as Authoritative Source, Particularly by Elite Audiences

NEW YORK, Dec. 17 /PRNewswire/ -- 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.

Contact:
Mike Holloway
Edelman
P: 212-704-4532

SOURCE Douglas E. Schoen

Mike Holloway, Edelman, +1-212-704-4532, for Douglas E. Schoen