When compared to other media for ease of finding products and prices, saving time, and the like, papers outpace direct mail, TV, radio, and magazines. Even in the more emotional area of being made to feel good about a product, people rate newspapers higher than direct mail, at 48 and 39 percent, respectively. The likelihood of someone being a regular reader of newspapers increases with age, education, and income. Local TV news is regularly accessed by more people of all ages, incomes, and educational levels, but its lead over newspapers shrinks among the mature, the educated, and the affluent. But among people who have graduated college, about the same share read the paper as watch local TV news, at 60 percent and 61 percent, respectively.
Income follows the same pattern.