Key News Audiences Now Blend Online and Traditional Sources

The 2008 biennial news consumption survey finds four distinct segments in today's news audience: Integrators, who comprise 23% of the public; the less populous Net-Newsers (13%); Traditionalists - the oldest (median age: 52) and largest news segment (46% of the public); and the Disengaged (14%) who stand out for their low levels of interest in the news and news consumption. For more than a decade, the audiences for most traditional news sources have steadily declined, as the number of people getting news online has surged. However, today it is not a choice between traditional sources and the Internet for the core elements of today's news audiences. A sizable minority of Americans find themselves at the intersection of these two long-standing trends in news consumption. Integrators, who get the news from both traditional sources and the Internet, are a more engaged, sophisticated and demographically sought-after audience segment than those who mostly rely on traditional news sources. Integrators share some characteristics with a smaller, younger, more Internet savvy audience segment - Net-Newsers - who principally turn to the web for news, and largely eschew traditional sources. The results suggest that viewers of the "fake news" programs "The Daily Show"and "The Colbert Report" are more knowledgeable about current events (as judged by three test questions) than watchers of "real" cable news shows hosted by Lou Dobbs, Bill O'Reilly and Larry King, among others -- as well as average consumers of NBC, ABC, Fox News, CNN, C-SPAN and daily newspapers. When Americans were asked in a 2007 poll by the Pew Research Center for the People and the Press to name the journalist they most admired, Jon Stewart, the fake news anchor, came in at No. 4, tied with the real news anchors Brian Williams and Tom Brokaw of NBC, Dan Rather of CBS and Anderson Cooper of CNN. And a study this year from the center's Project for Excellence in Journalism concluded that " 'The Daily Show' is clearly impacting American dialogue" and "getting people to think critically about the public square."