Editorial: Local newspapers important sourceNearly 83 percent of adults in the Badger state read a local newspaper each week, according to a first-ever comprehensive study conducted through the Wisconsin Newspaper Association (WNA).
Nearly 83 percent of adults in the Badger state read a local newspaper each week, according to a first-ever comprehensive study conducted through the Wisconsin Newspaper Association (WNA).
The figure isn’t a surprise to us. We know our readers, like other community newspaper lovers across the state, continue to come to us to learn what’s happening in the region and to express their individual opinions about topics of importance to us all.
On a weekly basis, we strive to put out the best community weekly newspaper possible. And we’re committed to continuing that tradition of excellence for many years to come, despite premature predictions newspapers are on the verge of death.
The WNA study polled 1,200 Wisconsin residents 18 years and older to study trends and attitudes pertaining to media usage and shopping habits.
“Wisconsin newspapers rank ahead of the national average of 74 percent readership,” notes Peter D. Fox, WNA executive director. “They are relevant and prosperous.”
The data indicates newspapers are read in print or online by a critical mass of adults (83 percent) in Wisconsin on a weekly basis. In addition, nearly 38 percent of state adults have accessed a newspaper web site for news or information within the past month.
Additionally, the research showed:
When it comes to local shopping, Wisconsinites turn to their local newspapers first for purchasing information—among adults surveyed who had made a purchase in the past two weeks, 47 percent purchased from a newspaper advertisement. The internet (19 percent), television (15 percent) and radio (six percent) lagged behind.
Finally, the study indicates state voters use newspapers as an important source of information for local and state political candidates, and issues affecting their lives. Nearly 89 percent of Wisconsin households had at least one family member vote in a recent election and 85 percent of those adults read a local newspaper. Further, 45 percent of state voters look for political ads in their local newspaper.
Local newspapers, like the Herald, remain the key information source for the communities they cover.
Whether you access the information we provide by reading our weekly newspaper, or by looking us up online, your support for us and our advertisers keeps our operation strong. And when communities have strong newspapers, the communities themselves are stronger.
Thanks again to our committed readers who are our partners in this part of Western Wisconsin.