Sponsored by Energy Trust

From the editor: Age defines news usage

| Print |  Email
Articles - August 2011
Wednesday, July 20, 2011

 

This month's input survey asked Oregon business leaders about their news habits, and what we found out syncs with what the Pew Research Center has documented about news consumers nationally.

Pew puts news consumers into four categories: Integrators, Net Newsers, Traditionalists and the Disengaged. Of the 668 participants in our survey, 86% were over 45. Broken down by age and how many news sources they use on a daily basis, it appears that most of our respondents fall into the Integrators or Traditionalists group. Thankfully, no one seems to be in the Disengaged group.

The Integrators get their news from both traditional sources such as newspapers, magazine and radio, and the Internet; they are a more engaged, sophisticated segment than those who mostly rely on traditional news sources. Integrators share some characteristics with the Net Newsers, a smaller, younger, more Internet-savvy audience segment. Integrators are well educated, affluent and middle aged. TV is their main news source, but most also get news online during a typical day.

Net Newsers are also affluent and well educated, but relatively young (median age: 35); 58% are men, and they still rely on some traditional media outlets. Pew says they are as likely as Integrators and Traditionalists to read magazines.

Traditionalists are 46% of the public and they are older (median age is 52) and less affluent than the other groups. They rely heavily on TV news during the entire day. Most have a computer, but few get news online during the day. In all of our age groups, and this is true nationally, social networking sites have not become a major source of news.

Despite national viewership of the nightly network news falling by half since the early 1990s, TV as a news source is still a force for all age groups. But you don’t need to tell that to the stations in the Medford TV market. Writer Dan Cook’s cover story on why the Medford market has an unusual amount of broadcast activity is an illuminating story of history and happenstance. It’s a market that is grappling with seismic change, much like the rest of the entire media industry.

This e-mail address is being protected from spambots. You need JavaScript enabled to view it




This e-mail address is being protected from spambots. You need JavaScript enabled to view it

 

 

More Articles

Leading with the right brain

News
Tuesday, December 09, 2014
120914-manderson-thumbBY LINDA BAKER

On the eve of the Portland Ad Federation's Rosey Awards, Matt Anderson, CEO of Struck, talks about the transition from creative director to CEO, the Portland talent pool and whether data is the new black in the creative services sector.


Read more...

Political Clout

November/December 2014
Wednesday, October 22, 2014
BY KIM MOORE

Businesses spend billions of dollars each year trying to influence political decision makers by piling money into campaigns.


Read more...

Corner Office: Marv LaPorte

January-Powerbook 2015
Saturday, December 13, 2014

The president of LaPorte & Associates lets us in on his day-to-day life.


Read more...

Woman of Steel

November/December 2014
Wednesday, October 22, 2014
BY LINDA BAKER

Tamara Lundgren tackles the challenges—without getting trampled.


Read more...

Water World

November/December 2014
Wednesday, October 22, 2014
BY KIM MOORE

Fred Ziari aims to feed the global population.


Read more...

Three problems with Obama's immigration order

News
Wednesday, November 26, 2014

BY NISHANT BHAJARIA | OP-ED CONTRIBUTOR112614-immigration-thumb

By now, anyone who knows about it has a position on President Obama’s executive order on immigration. The executive order is the outcome of failed attempts at getting a bill through the normal legislative process. Both Obama and his predecessor came close, but not close enough since the process broke down multiple times.


Read more...

The short list: 5 companies making a mint off kale

The Latest
Thursday, November 20, 2014
kale-thumbnailBY OB STAFF

Farmers, grocery stores and food processors cash in on kale.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS