What a crack up.....Dierks is wrong on most everything of import.
Black and White and Re(a)d All Over:
The Conservative Advantage in Syndicated Op-Ed Columns
Executive Summary
This project did something that has never been done before: It amassed data on the syndicated columnists published by nearly every daily newspaper in the country. While a few publications, most notably Editor & Publisher, cover the syndicated newspaper industry, no one has attempted to comprehensively assemble this information prior to now. Because the syndicates refuse to reveal to the public exactly where their columnists are published, when Media Matters for America set out to make a systematic assessment of the syndicated columnist landscape, we had no choice but to contact each paper individually and ask which syndicated columnists are published on their op-ed pages.
The results show that in paper after paper, state after state, and region after region, conservative syndicated columnists get more space than their progressive counterparts. As Editor & Publisher paraphrased one syndicate executive noting, "U.S. dailies run more conservative than liberal columns, but some are willing to consider liberal voices."1
Though papers may be "willing to consider" progressive syndicated columnists, this unprecedented study reveals the true extent of the dominance of conservatives:
Sixty percent of the nation's daily newspapers print more conservative syndicated columnists every week than progressive syndicated columnists. Only 20 percent run more progressives than conservatives, while the remaining 20 percent are evenly balanced.
In a given week, nationally syndicated progressive columnists are published in newspapers with a combined total circulation of 125 million. Conservative columnists, on the other hand, are published in newspapers with a combined total circulation of more than 152 million.2
The top 10 columnists as ranked by the number of papers in which they are carried include five conservatives, two centrists, and only three progressives.
The top 10 columnists as ranked by the total circulation of the papers in which they are published also include five conservatives, two centrists, and only three progressives.
In 38 states, the conservative voice is greater than the progressive voice -- in other words, conservative columns reach more readers in total than progressive columns. In only 12 states is the progressive voice greater than the conservative voice.
In three out of the four broad regions of the country -- the West, the South, and the Midwest -- conservative syndicated columnists reach more readers than progressive syndicated columnists. Only in the Northeast do progressives reach more readers, and only by a margin of 2 percent.
In eight of the nine divisions into which the U.S. Census Bureau divides the country, conservative syndicated columnists reach more readers than progressive syndicated columnists in any given week. Only in the Middle Atlantic division do progressive columnists reach more readers each week.
Though they have suffered slow but steady declines in readership over the last couple of decades, newspapers remain in many ways the most important of all news media. The Newspaper Association of America estimates that each copy of a weekday paper is read by an average of 2.1 adults, while each Sunday paper is read by an average of 2.5 adults,3 pushing total newspaper readership for daily papers to more than 116 million and Sunday papers to more than 134 million. This means that some columnists reach tens of millions of readers, and one, conservative George Will, actually reaches more than 50 million.
Furthermore, newspapers are the preferred news medium of those most interested in the news. According to a 2006 Pew Research Center study, 66 percent of those who say they follow political news closely regularly read newspapers, far more than the number who cite any other medium.4 And an almost identical proportion of those who say they "enjoy keeping up with the news" -- more than half the population -- turn to newspapers more than any other medium. These more aware citizens are in turn more likely to influence the opinions of their families, friends, and associates.
Syndicated newspaper columnists have a unique ability to influence public opinion and the national debate. And whether examining only the top columnists or the entire group, large papers or small, the data presented in this report make clear that conservative syndicated columnists enjoy a clear advantage over their progressive counterparts.
mediamatters.org |
