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While discouraging, this finding isn't particularly surprising, coming amid long-term declines in print circulation and advertising.
According to the USC survey, 56% of Internet users said they considered print newspapers to be "important" or "very important" sources of information. That's down from 60% just two years ago.
In the latest survey, print newspapers trail the Internet, at 78%, and TV, at 68%, as important sources of information. Somewhat paradoxically, Internet users expressed a fair amount of distrust for content which appears online, with 61% saying less than half this "information" is reliable, and 14% saying that little or none of it is reliable. (This last figure is up from previous years.)
Also, 18% of Internet users have stopped subscribing to a newspaper or magazine because they can get the same (or equivalent) content more conveniently or at lower cost online.
Almost one-quarter -- 22% -- said they would not miss their print newspaper if it ceased publication. Tellingly, only 37% said they would switch to another paper in this hypothetical scenario.
In terms of advertising, a large majority of Internet users -- 70% -- said they find online advertising "annoying." But it appears to be better than paying for online content: 55% said they would rather have free content supported by online advertising than paid content.



And what about some demographic breakouts? Bet if you ask boomers esp aging (?) the newspapers might not do too badly.
Should be more skeptical and clear about data.
Ah well.