Almost 2 million Mississippi adults read newspapers in print or digital format each month according to results from a survey conducted this past spring.
The 2023 Mississippi Reader Engagement Survey was conducted by Coda Ventures of Nashville on behalf of Mississippi Press Association (MPA). The findings report strong readership numbers across age and demographic measures. According to the study, community newspapers are the primary source of information for a host of local issues – over TV, radio, and non-newspaper websites.
“The findings are terrific for our members and our industry,” said MPA President Stephanie Patton, editor and publisher of The Leland Progress. “They prove the continued importance of local newspaper media to citizens and small businesses who need to reach them with their marketing messages.”
The survey found 63 percent of Mississippi adults use local newspapers to make purchasing decisions, ahead of TV, direct mail, and social media. Nine-out-of-10 Mississippians also believe that newspaper advertising is important.
“This is particularly noteworthy in an election year,” said MPA Executive Director Layne Bruce. “Candidates should definitely use the medium of state newspapers to reach out to potential voters.”
The survey found 66 percent of Mississippi newspaper readers vote frequently in local elections. Seventy-six percent vote regularly in state and national elections.
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