UK Voters Still Turn To Traditional Media

UK Voters still turn to traditional mediaWe’re constantly being told about the raging war between traditional and new media, with the former seemingly losing out in the digital age. However, it seems the battle is still far from over…   

A recent YouGov survey quizzed 1,600 people in the UK over the platform that would influence their vote the most when it comes to elections. The results, reported by The Drum, revealed that nearly a quarter (23%) cite printed publications as having the most influential power, while 18% said the same for social media.

What’s more, another YouGov poll for media and PR insight group Gorkana found that 82% of the 1,700 respondents felt newspapers had “power and influence” over their readers, and nearly half (44%) thought newspapers had more influence today than they did a decade ago.

Traditional media is still a common source for political news, with 45% of the voting public reading newspapers and magazines to catch up on the latest political discourse. Perhaps unsurprisingly, there were differences between the age groups, with 42% of those aged 18-24 turning to social media instead.

Commenting on the findings, YouGov director Darren Yaxley commented: “Even in the digital age traditional news sources such as newspapers and television remain more popular, important and influential than social media.

“The research also found that although traditional news sources are thought to have had an impact on the recent General Election there is a sense that their power is diminished and overstated.”

So, what does this mean for the future of traditional media?

Following a year of political turmoil, I think we’ve all realised we can’t predict the future. However, these findings come at an interesting time in the world of print media.

Last month the Guardian Media Group revealed a shake-up in its print and digital strategy, and more recently The Drum reported that the Wall Street Journal (WSJ) is stopping its European print edition and is reducing its Asian edition.

Meanwhile, the New York Times saw a record number of 267,000 new subscribers in the final quarter of 2016.

Perhaps one good thing about all this political discord is that it is proving traditional media still has a place in the digital age.

Date Published : 07th of August 2017

Steve Odart

Published by : Steve Odart

About the Author : Steve Odart is the founder of Ixxus, with 28 years experience in the publishing industry. He started life at the London College of Printing, following his grandfather into the printing industry. He spent many years working with Quark through its launch of Quark XPress, and the Quark Publishing System, before setting up a publishing division within one of the UK’s largest Sun Microsystems Resellers. He then joined Oracle, as EMEA Business Development Director – Publishing and Media, prior to founding Ixxus in 2004. Steve has an extensive knowledge of publishing past, present and future, and has worked with the majority of the largest global publishers in his career to date.