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RSSLori Rosen, founder and president of The Rosen Group, points out that these findings suggest that, though there is a strong shift to online news consumption and a preference for online sources for breaking news, Americans still find print publications to be important sources, especially for entertainment.
Rosen concludes that "... people are not abandoning their print editions... there is still a certain satisfaction and ease to holding printed text in your hands, and PDAs or PCs will not replace this just yet."
Other survey findings:
- 29% of respondents say a news website is the most indispensable news source, while 18% select print newspapers and 16% cite online newspapers
- 55% say they look at a printed newspaper each day, 53% subscribe to a print newspaper, and 83% say newspapers are still relevant
- 30% say news websites are their top source for updates, and 66% say that websites are among their daily news sources
- 65% of respondents find weekly news magazines relevant
- 29% of respondents read blogs multiple times a day, 8% read them once a week, 37% read them occasionally and 37% never read them
- 60% of respondents believe the information on blogs is not credible
Though the majority of Americans go online to learn about daily breaking news, print magazines remain one of the top sources for entertainment, advice and lifestyle information.
| Source(s) of News | |
| News Source | % of Respondents (Multiple Response OK) |
| News website | 65.3% |
| Newspaper (online) | 56.7 |
| Newspaper (print) | 55.4 |
| National TV news | 55.1 |
| Local television affiliate | 41.8 |
| News aggregator | 35.9 |
| Blogs | 22.6 |
| Social networking site | 10.5 |
| Source: The Rosen Group, February 2009 | |
The survey found that despite a growing preference for online news sites, print magazines are a leading entertainment source. Nearly 80% of respondents say they subscribe to magazines vs. 53% for newspapers.
| Primary Media Source of Entertainment, Advice, Lifestyle Information (% of Respondents) | |
| Primary Source | % of Respondents |
| Print magazines | 27.0% |
| Website | 25.2 |
| Blogs | 10.9 |
| Print newspaper | 10.2 |
| National TV network | 7.5 |
| Online magazines | 6.8 |
| Social networking site | 5.9 |
| Online newspaper | 5.0 |
| Local TV affiliate | 1.6 |
| Source: The Rosen Group, February 2009 | |
For additional information, please contact the Rosen Group here, or Marketing Charts for tables.
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We conducted the survey over a five-day period in February using online tool SurveyMonkey. Full results are available here: http://www.surveymonkey.com/sr.aspx?sm=4NuhAOmdyWMstEGKfvAOu6mITee_2fW8_2b_2bZ2_2b9KP9OeQ8_3d
We have PDFs available of responses broken down by age group. The responses are equally as compelling: 51 percent of 25-41 year olds say print media will still be around in 10 years--and only 12.7 percent said print pubs won't exist. Thirty-six percent were uncertain.
Please email me at alison@rosengrouppr.com if you'd like electronic copies of the age demographic breakdowns.
Thanks again for your interest.