Key Documents: Section IV. Data on the Status and Practice of Journalism - Audience Research

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 demo-graphically 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. Like web-oriented news consumers, Integrators are affluent and highly educated. However, they are older, on average, than those who consider the internet their main source of news. Overall, Integrators spend ...

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