• by David Goetzl  @dgoetzl, April 3, 2009

As local news remains the principal revenue generator for station groups, a Hearst-Argyle study shows that viewer engagement with the broadcasts tops four other "traditional" media.

Conducted for Hearst-Argyle by researcher Frank N. Magid Associates, the survey found that viewers were more engaged with ads in local newscasts than with radio (72% compared to 28%) and newspapers (64% compared to 36%).

The survey included 2,500 respondents ages 25 to 54 who are local news viewers.

Results also showed that respondents said their ad engagement was higher for local news than direct mail (55% to 45%) and magazines (57% versus 43%).

The survey also found, by one metric, that 47% of respondents said local TV news was "my most important source of information in my community." That was the same figure as the local newspaper, but topped Web sites (30%) and radio (17%).

Hearst-Argyle said the survey results "suggest the economy is drawing consumers closer to their local TV news outlets," with 99% of respondents saying "they are turning to local TV news at least as much or more frequently than in the past, as a result of current economic conditions."

Hearst-Argyle operates 29 stations from coast to coast, reaching 18% of U.S. homes.