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y; ,1; Official Publication of the Kentucky Press Service - Volume 60, Number 8 - August,1989
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P Ke n t u c k i a n s s h ow st ro n g
allegiance to newspapers
A statewide retail shop- The survey, conducted by The survey was con-
ping habits survey, sponsored by The Preston Group, Inc., of Lex- ducted March 14 - 31, 1989, With
the Kentucky Press Asgodafion ington, shows that nine out of 1,000 households statewide par-
and Kentucky Press Service, re- every 10 Kentuckians readadaily ticipating in the survey. The re- .
veals that Kentuckians are highly or weekly newspaper on a regular sults of the 1989 survey are similar
dependent upon Kentucky news— basis while a similar number pay to the last survey, done in 1987:
papers for shopping information, attention to newspaper advertis— which showed the strength of
ing in Kentucky newspapers, Kentucky newspapers over all
other media.
Summar of Ke Findin s '“e'ehasneve‘beemy
y y doubt about the strength of Ken-
> Newspaper advertising continues to enjoy superiority over other the]? newspapers," said KPA ex-
media. However, some eroding of that strength is apparent. In ecutlve director Davxd T- Th'
virtually every instance when respondents were asked to cite their ompson. Newspapers have long
primary source of advertising information, newspaper was the clear been the backbone 0f many Ken-
winner. However, a portion of its share has been claimed by the thd‘y communities and the alle-
."Other" category, which includes primarily yellow pages and other glance to the pnnttmedla shouws 1“
telephone directories, advice from friends and family, and loyaltyin the results 0f thls survey. Th'
patronizing certain stores ompson noted that readership
had slightly increased over the
> The major media competition - especially television - suffers from past two years when the last 5“"
an increasingly fragmented audience. Nearly 70 percent of shoppers vey was done. .
‘ surveyed have either cable, a satellite dish or both. More than two- 9“ the question 0f where
thirds of this group spend half or more of their time watching cable Kentuckians rely most for adver-
channels instead of local stations only “5mg lhformahOh' newspapers
outdlstanced all other media in
> VCRs serve to further erode the television audience. Overall, 70 almost all 15 categories. 1“ asking
percent of all television households have VCRs and the majority of for spec1f1c media " newspapers,
VCR owners — 52 percent - use the equipment primarily to play telewsxon, radio and dheCt ’hah "
rented movies newspapers were the consxstent
winner. Newspapers‘ strength ,
> Among most likely buyers of specific merchandise mentioned in showed greatest in grocery adver-
(Continued on Page 7)
(Continued on Page 7)
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