A survey by Pulse Research has shown for the third time that Missourians who voted in elections perceive political ads in newspapers to be more helpful and more believable than ads in any other medium.
This information was released recently by the Missouri Press Association, for whom the survey was conducted.
Voters also perceive political ads in newspapers to be the least offensive, the survey said.
These findings were determined in post-election surveys commissioned by MPA after the November elections in 2002, 2006 and 2010.
“The results of these surveys show that in spite of the volume of political advertising on television, radio and the internet, Missourians see newspapers as the best place to look when they want information to help them decide how to vote,” said Doug Crews, executive director of the Missouri Press Association.
The two most recent U.S. campaigns that were conducted almost entirely on television contained some of the nastiest, most unnerving attacks we have ever seen.
Although newspapers would like to receive more of the advertising revenue from federal candidates, it is satisfying to know that most newspapers stand on a code of ethics that make our material more credible and as the survey said, “most believable.”
It is ironic that the candidates go to television to spend their megabucks on mudslinging advertising. But when they really want to reach the voters and express themselves publicly, they come to the newspaper for a FREE photo op. We’re supposed to come running downtown with our camera when a big-name candidate comes to town, but their campaigns have no money allocated for newspaper advertising.
During one of the most recent campaigns, I received a call here at the newspaper office from a national agency asking for a contribution to support a conservative candidate’s campaign.
Curious, I asked where the campaign money would be spent, although I already knew the answer. Most would go to the electronic media, I was told.
I did not contribute.
Furthermore, I suggested to the young man making the call that some newspaper people are not quite as short-minded as they think we are.
