Newspapers are most trusted source for political advertising

In a study conducted by Comber Group for the Newspaper Association of America, over half of this country’s adults said they trusted political ads in newspapers more than any other advertising medium.

Changes in campaign finance laws could be beneficial to newspapers which want to win over the political decision makers and show them the positive results newspaper advertising can deliver. Campaigns want to reconnect with the community and community connections are where local newspapers and their web sites shine. And there is a growing belief among political consultants that TV is not working as well as it once did. The competition from digital video recorders makes it easier for viewers to record and then fast forward through commercials or channel surf during commercial breaks.

Among adults in the top 50 markets who always vote in statewide or local elections, nearly two-thirds (62 percent) read a daily newspaper. That number jumps to 70 percent that are reading the Sunday paper. Among adults who always vote in presidential elections, 59 percent read a daily newspaper, and 68 percent read the Sunday paper.

Political advertising is a multi-billion dollar industry and growing every year. Political advertising is unlike any other kind of advertising. The political industry is dominated by consultants who are broadcast-oriented, and not familiar with the opportunities newspaper advertising can offer.

In the past two presidential campaigns the largest amount of advertising revenue went to TV at over $807 million while newspaper got only $30 million. Over the past few years the Newspaper Association of America has been working on a national campaign to promote newspaper as an effective medium for communicating campaign messages and advocacy issues. The 2002 Comber Group study was a bipartisan media usage survey of 1200 registered voters.

“ Everyone knows that newspapers are the most reliable medium for penetrating, in-depth coverage of the candidates and the issues. It is also well known that people who actually go to the polls and vote are heavy newspaper readers. By reaching a majority of undecided voters as well, newspapers provide a unique opportunity for political planners to influence voters’ decisions through political ads that work,” said John F. Sturm, NAA President and CEO.

Resources:
Newspaper Association of America

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