Readership: Study Results at Mid-Winter
The Mississippi Statewide Readership Survey, commissioned by MPA and conducted by Newton Research, has been completed and the findings will be released to the membership during the Mid-Winter Conference Jan. 25-27 in Jackson.
The surveys were conducted with 1,200 participants over the last two months. This is the first major study commissioned by MPA in several years. The findings will be released in tandem with a new marketing plan for member papers developed by MPS.
Some key findings of the study, which is still being finalized by Newton Research:
Newspapers remain the top choice in media for Mississippi consumers. Over 43% of those responding said newspapers were their primary choice for shopping information, followed by “no source” at 28 percent. Direct mail/flyers finished third at 12 percent. Radio and TV/cable finished much lower on the list.
Newspapers command an educated and engaged audience. Survey findings reveal nearly 74 percent of those polled voted in the last election. Those are important figures going into a major election year for state and local offices.
Detailed information on shopping patterns, most widely-read content (it may be a surprise to some), subscriptions vs. single copy, legal notices and more will be made available through the report. The Mid-Winter session on the survey findings is scheduled for the morning of Jan. 26. For more information on the agenda and program, visit mspress.org/midwinter.