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"The results of these surveys show that in spite of the volume of political advertising on television, radio and the internet, Missourians see newspapers as the best place to look when they want information to help them decide how to vote," said Doug Crews, executive director of MPA.
While the "most helpful" perception of advertising in newspapers rose from 12 percent in 2002 to 21 percent in 2010, the same rating for television advertising went from 9 percent to 13.5 percent and for radio advertising from 0.5 percent to 3.8 percent.
"Most helpful" ratings for social media advertising were 1.3 percent in 2010 after not registering in the earlier surveys. Websites for candidates and issues actually fell on the "most helpful" question, from 15.5 percent in 2002 to 6 percent in 2010.
"Candidates and issue advocates would do well to take note of these findings," Crews said. "When people are looking for information to help them decide how to vote, they look to advertising in newspapers."
Missourians also perceive political ads in newspapers to be much less offensive than advertisements on television. In the 2010 survey, only 2.5 percent of the respondents said newspaper ads were the most offensive, while 53.8 percent said political ads on television were the most offensive.
When asked what medium had the "most believable" political ads, newspapers polled 19 percent, television got 7 percent and radio 3.8 percent.
This research shows that few Missourians are offended by political ads in newspapers, and many find them to be very helpful and believable, Crews said. At the same time, about 71 percent of the people surveyed "agreed" (15.4 percent) or "strongly agreed" (55.7 percent) that negative ads on television made them less likely to vote for that candidate or issue.
Other media choices in the surveys included live speeches, candidate brochures, telephone calls, websites, social media, several other mediums, "other" and "don't know."
Pulse Research polled 400 Missourians who voted in November from all counties in the state for the 2010 survey.
Recent reports from Pulse Research, Inc. show that most people read their local community newspaper for information about local politicians and their campaigns (July 2010). 53% respondents said newspapers are their primary source compared to just 22.4% for television. Radio, the Internet and direct mail only received 12.2% combined!
The most recent Media Audit report shows the cume audience “past year voted in local, state, national election” of the Columbia (MO) Daily Tribune nearly doubles that of the two local TV news stations (June 2009). Add the 30 other newspapers, which have avid readers within the two TV news signals, and newspapers are clearly the distinct leader in reaching likely Mid-Missouri voters.
Scarborough reports relating to The Kansas City Star have similar results (2009). None of the four local network television stations in Kansas City come anywhere close to the reach of The Star - in PRIMETIME! Kansascity.com is even 36% higher than the nearest local tv website, beating it by more than 100,000 adults.
St. Louis? Running a spot on every newscast on KSDK for an entire week would reach 676,800 (41%) of Missouri voters in the St. Louis DMA. (How many Illinois voters do they reach? Illinois voters who can't vote in Missouri.) You'd reach TWICE THAT many Missouri voters running in the Post-Dispatch, Suburban Journals & STLtoday.com for a week (1,107,100 or 67%). Scarborough 2009.
And, don't forget the many community weekly, community daily, and niche newspapers that round out the metro- and non-metro areas of Missouri. Our state has more than 300 newspapers.
So the question remains, why do politicians and advocacy groups dump the largest portion of their budgets into a medium that is barely half as effective as newspapers?
Voters read newspapers.
Wednesday May 8th
Yesterday was teacher day. Did you thank someone for their contributions to education? Tell us about them! Thank you to the thousands of teachers across Missouri who partner with their community newspapers to enrich the curriculum by using the newspaper in their classrooms through Newspaper In Education programs! http://mopress. Link
Tuesday May 7th
We'd like to introduce Mark and welcome him to our team! Mark Nienhueser of Jefferson City, vice president of sales and recruiting for Servicenoodle.com, has been hired as the new advertising director for Missouri Press Service, Inc. Link
Wednesday April 17th
1999 MPA President, Hall of Famer Dies. Robert Wood Wilson, 78, of Milan, Missouri passed away Sunday, April 14, 2013 at St. Link