105th in a 2022 Series*
Two more state press associations are triumphing the power and importance of newspapers by distributing impressive new research. In Virginia, the headline is “Virginians See Local Newspapers as Most-Trusted Source of News.” In neighboring North Carolina, “North Carolinians Love Their Newspapers.” The Virginia Press Association, which hired the Richmond-based research firm of SIR, has released “A Quantitative Look at Attitudes Toward Virginia’s Newspapers.” The survey of more than 6,400 Virginia adults found that “three in four readers of Virginia newspapers (75%) regard local newspapers as useful sources of news, besting TV/radio news (71%), national newspapers (69%) and other outlets. At the same time, almost two-thirds (63%) of Virginia readers rank local newspapers as the most trusted news sources among all kinds of news outlets.” Read the full news release here. Meanwhile, the North Carolina Press Association is among the trade groups turning data collected by Tennessee-based Coda Ventures into bold statewide statements such as “6.6 million, or 79% of North Carolina Adults, Read Print or Digital Newspapers Every Month” and “Advertising in North Carolina Newspapers WORKS!” Read the market study results here. Applause to Virginia and North Carolina for giving its members important state-specific research to boost advertising, subscription and marketing campaigns. In the fractured media landscape, you can’t assume people know the true story about local newspapers. That makes proving it each day the priority.
–Tom Silvestri, Executive Director, The Relevance Project
*ABOUT THE SERIES: Our goal is to share a Relevant Point of the Day (RPD) each weekday throughout 2022. Our target is at least 222. Thank you for supporting The Relevance Project. Your success is our focus.