Go Radio Silent
Political Advertising is more Effective
in Local Newspapers
As the 2024 political season continues to gain momentum, two recent research studies commissioned by America’s Newspapers clearly demonstrate the ability of local newspapers to deliver highly engaged voters for political advertisers, especially when compared to local radio. Collectively fielded among more than 8,000 American adults, the new research reveals several compelling reasons why national, state, and local political campaigns can count on local newspaper advertising to drive voters to the polls.
Newspapers Deliver Broad Reach & Local Targeting
The 2023 Local Newspaper Study reports that 84% – or 218 million Americans – read print or digital newspapers every month, providing the broad reach required to successfully promote a national political campaign. At the same time, state and local candidates benefit from the targeted geographic reach of local newspapers and newspaper websites, where equally high readership levels are reported across urban cities, suburban areas, and rural communities (85%, 82% and 85% respectively).
A majority of Americans (55%) turn to newspapers first for news and information specifically related to government, ranking newspapers ahead of every other media measured in the study, including local radio (19%). When searching for information about the political candidates and ballot issues that they are most interested in, potential voters are almost four times as likely to cite newspapers/newspaper websites as their preferred source of information than local radio. The dominant advantage that newspapers hold over radio as Americans preferred source for voting-related news is consistent across urban, suburban, and rural geographies.
According to Marianne Grogan, President of the independent research firm, Coda Ventures, “The role that local newspapers play as the go-to-source for timely news about political candidates is especially evident in rural communities, where newspapers’ impact is more than three and a half times greater than local radio or radio websites.”
Newspaper Readers Are Engaged & Active Voters
Americans depend on their local newspapers, reporting that the main reasons they read them regularly is “to stay informed”, “to feel connected to the community”, and “to be a better citizen”. In fact, more than six times as many Americans report that newspapers and newspaper websites are a more reliable and accurate source of original reporting than radio or radio websites. The foundation of this engaging reader relationship is based on trust – a crucial element of any political campaign. Almost seven out of ten Americans (66%) report that they trust a newspaper’s coverage of voting and elections over similar information on the radio (53%).
Most importantly for political advertisers, newspaper readers are also active voters. Almost eight out of ten (79%) vote in national elections (versus 61% among non-newspaper readers), and 66% vote nearly every time/most of the time in local elections (versus 40% among non-newspaper readers).
Political Newspaper Advertising Works
According to The 2024 Ad Effectiveness Study, a majority of Americans (56%) rank advertising in printed newspapers and digital ads on newspaper websites at the top of their list of local advertising channels that help them make important decisions. Local radio advertising is cited by fewer than one-third of Americans (31%).
Qualitatively, when potential voters were asked for their overall perceptions about different local advertising media channels, 43% believe that local newspapers are “reliable” (versus 11% for radio). On the other hand, almost three out of ten reported that radio advertising is “annoying” or “irritating”.
Dean Riddings, CEO of America’s Newspapers, adds, “When it comes to delivering real impact for political advertising this election season, local newspapers hold a decisive advantage over radio. With an unmatched ability to reach every community audience with digital and print solutions, engage reliable voters, and provide a trusted advertising environment that influences decisions, newspapers are unbeatable at driving turnout. Candidates who want to cut through the noise and connect with the citizens who will determine outcomes on election day must make a strong newspaper advertising presence the core of their strategy.”
For national, state, and local political campaigns, newspapers deliver. On election day, newspapers generate winning results… versus radio silence.
Sources: 2023 Local Newspaper Study/2024 Ad effectiveness Study; Conducted by Coda Ventures
https://newspapers.org/newspapers-deliver-engaged-voters/
Newspapers Deliver Broad Reach & Local Targeting
The 2023 Local Newspaper Study reports that 84% – or 218 million Americans – read print or digital newspapers every month, providing the broad reach required to successfully promote a national political campaign. At the same time, state and local candidates benefit from the targeted geographic reach of local newspapers and newspaper websites, where equally high readership levels are reported across urban cities, suburban areas, and rural communities (85%, 82% and 85% respectively).
A majority of Americans (55%) turn to newspapers first for news and information specifically related to government, ranking newspapers ahead of every other media measured in the study, including local radio (19%). When searching for information about the political candidates and ballot issues that they are most interested in, potential voters are almost four times as likely to cite newspapers/newspaper websites as their preferred source of information than local radio. The dominant advantage that newspapers hold over radio as Americans preferred source for voting-related news is consistent across urban, suburban, and rural geographies.
According to Marianne Grogan, President of the independent research firm, Coda Ventures, “The role that local newspapers play as the go-to-source for timely news about political candidates is especially evident in rural communities, where newspapers’ impact is more than three and a half times greater than local radio or radio websites.”
Newspaper Readers Are Engaged & Active Voters
Americans depend on their local newspapers, reporting that the main reasons they read them regularly is “to stay informed”, “to feel connected to the community”, and “to be a better citizen”. In fact, more than six times as many Americans report that newspapers and newspaper websites are a more reliable and accurate source of original reporting than radio or radio websites. The foundation of this engaging reader relationship is based on trust – a crucial element of any political campaign. Almost seven out of ten Americans (66%) report that they trust a newspaper’s coverage of voting and elections over similar information on the radio (53%).
Most importantly for political advertisers, newspaper readers are also active voters. Almost eight out of ten (79%) vote in national elections (versus 61% among non-newspaper readers), and 66% vote nearly every time/most of the time in local elections (versus 40% among non-newspaper readers).
Political Newspaper Advertising Works
According to The 2024 Ad Effectiveness Study, a majority of Americans (56%) rank advertising in printed newspapers and digital ads on newspaper websites at the top of their list of local advertising channels that help them make important decisions. Local radio advertising is cited by fewer than one-third of Americans (31%).
Qualitatively, when potential voters were asked for their overall perceptions about different local advertising media channels, 43% believe that local newspapers are “reliable” (versus 11% for radio). On the other hand, almost three out of ten reported that radio advertising is “annoying” or “irritating”.
Dean Riddings, CEO of America’s Newspapers, adds, “When it comes to delivering real impact for political advertising this election season, local newspapers hold a decisive advantage over radio. With an unmatched ability to reach every community audience with digital and print solutions, engage reliable voters, and provide a trusted advertising environment that influences decisions, newspapers are unbeatable at driving turnout. Candidates who want to cut through the noise and connect with the citizens who will determine outcomes on election day must make a strong newspaper advertising presence the core of their strategy.”
For national, state, and local political campaigns, newspapers deliver. On election day, newspapers generate winning results… versus radio silence.
Sources: 2023 Local Newspaper Study/2024 Ad effectiveness Study; Conducted by Coda Ventures
https://newspapers.org/newspapers-deliver-engaged-voters/
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