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Mississippi #NewspapersLead for news consumers

 

A new survey of Mississippians revealed an overwhelming majority have read or interacted with newspaper media over the course of a given week.

The Newspaper Market Penetration Survey (2016) was conducted by Pulse Rearch of Portland on behalf of the Mississippi Press Association this spring. Results were unveiled to members during the association’s 150th Annual Convention in June.

Now the results, which show 75 percent of Mississippians read newspapers or their websites on a daily basis, will be pushed to the public at large through a new #NewspapersLead marketing campaign from the press association.

“These survey results are proof that newspapers, our websites and mobile apps continue to be the leading source of news and advertising information in the communities we serve,” said MPA President Don Norman, publisher of the Starkville Daily News and Daily Times Leader in West Point. “We are very proud of the trust readers place in Mississippi newspaper media.”

Results of the survey, which also indicate Mississippi newspapers continue to be the medium residents most frequently reference for advertising and shopping information, will be shared through MPA member papers as well as on social media.

“This campaign will not only highlight the terrific results from our survey of readers but will also share content from our member newspapers that is engaging, enterprising and unique to newspaper media,” said Layne Bruce, MPA executive director. “Newspapers have defined the news agenda in Mississippi communities for many years, and we continue to do so through a razor sharp focus on what is happening in communities from Olive Branch to Ocean Springs and everywhere in between.”

Specific findings from the 2016 survey include:

  • Mississippi newspapers and websites reach 75% of households every day.
  • In the last week eight out of ten households are reached by Mississippi newspapers and their websites.
  • Local Mississippi newspapers are the primary source of local news according to a majority of respondents.
  • Mississippi households resoundingly choose local newspapers as the advertising source they rely on most prior to going shopping. No other option comes close.

Bruce said the theme behind the #NewspapersLead hashtag is two-fold.

“It signifies our place as the leading provider of news and information as well as our service to communities where we publish,” he said.

For more information, contact:
Layne Bruce, Executive Director
Mississippi Press Association
601-981-3060

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