Iowans are engaged in their newspapers

     The Iowa Newspaper Association Bulletin, a service available to member newspapers throughout the State of Iowa, recently shared some interesting statistics regarding newspaper usage.

     Customized Newspaper Advertising commissioned the survey nationwide.

     In 2017, across the state, weekly newspaper readership (print addition and digital format) is up among all age groups. The three highest age groups are:

     • 65-plus with 89.2 percent of readers

     • 55 to 64 years with 82.8 percent of readers

     • 18 to 24 years with 72.4 percent of readers.

     Fifty percent of high-schoolers read their local newspaper.

     They survey also polled newspaper engagement. Newspapers in Iowa reel in 2.4 million readers, for both weekly and daily newspapers. Seventy-six percent of Iowans read their local newspaper in print, along with other platforms. Print is still, by far, the most utilized platform for reading one’s newspaper.

     Along those same lines, 23 percent of Iowans feel newspapers are the most important source of information, particularly when it comes to elections and voting information. Newspapers ranked number one ahead of direct mail pieces (9 percent) and phone calls from candidates (3 percent).

     Eighty percent of Iowans who are civically engaged in their communities read their local newspaper. So for all those who don’t know what’s going on at the county and city level, you’re missing out with the Monticello Express.

     Of Iowans who claimed to have voted most of the time in their local, school and county elections, 87 percent also read their newspaper. That means these 87 percent are well informed and educated voters. I always say you can’t just vote; you need to be an educated voter. (And if you don’t vote, shame on you!)

     When it comes to political affiliation, readership is high across the conservative and liberal spectrum. It’s pretty much tied at the top with 81.6 percent of those who are somewhat conservative, and 81.2 percent of those who are very liberal.

     Newspaper advertising is very important, with 67 percent referring to ads in their local newspapers.

     When shopping for merchandise, consumers ranked newspapers and newspaper websites as the “most useful source of information” over TV, radio, coupon apps, and direct mail. Forty-four percent of people choose newspapers or newspaper websites for their buying habits.

     The figures are quite fascinating. On a personal level, I’ll share that I heard from many people following the mid-term election on Nov. 6 who said they appreciated the fact that the Express ran biographies and questionnaires from all local candidates for city, state and federal offices. While that task was a lot of work (and I never thought I’d hear from many of them), I was glad to hear people took advantage of that. (Again, it’s all about being an informed voter.)

     So much information is at our fingertips online or through apps on our smartphones. People get their “news” from so many different sources. How do you know what’s reputable or not? Well, we here at the Express are sitting through government meetings to bring you the truth, not what’s shared on social media by those not attendance. We’re the ones interviewing people. We’re the ones covering events. We’re the ones out and about bringing you your community news.