Network evening news broadcasts and newspapers, the principal conduits of campaign news for generations of Americans, are no longer predominant as their audiences dwindle and competition intensifies from cable in its many forms and, more recently, the Internet. Cable news and newspapers are named most frequently as the public's primary source for presidential campaign news. And the playing field is no longer dominated by hard news sources, as significant numbers say they are learning about the candidates from network news magazines and, to some degree, entertainment programs. Those who are active in politics are also among the most likely to gain information on the campaign from a variety of media sources. In fact, this group is nearly twice as likely as less politically active Americans to learn something about the candidates from news magazines, public television, C-SPAN, cable political chat shows and Sunday morning talk shows.
Newspapers are also popular among older and affluent voters, as well as college graduates.
Broadcast news, network and local, has declined significantly as a primary source for campaign news over the past four years. There are few notable differences between Republicans and Democrats over the source of their campaign news. Republicans are also more likely than Democrats to gain information from talk radio programs. Political endorsements, which have been declining in importance for some time, mean little to most Americans. On balance, more people say they would be less likely to vote for a candidate if that person was endorsed by Gingrich, Ventura or O'Donnell.