WebProNews

Though the number of people turning to the Web for political news more than doubled since the 2002 midterm elections, newspapers and TV still rule as the preferred source.

Quality Content Is Still Where It's At

However, with increases in connection speeds and growing online video audience – that is - as the Internet grows to envelop TV, expect the Web to draw in the bulk of news seekers in the future.

There are still those, according to Pew Internet and American Life Project's latest survey, who prefer newspapers for no other reason than the leisurely, controlled pace of them, and the tactile paper tradition. Think fireplaces and train rides to understand that better, or of those gloriously crafted pens that nearly write by themselves (yes, I am a romantic about the old world at times, and if I could find parchment that was compatible with my laser printer, there'd be no shortage of scrolls in my filing cabinet).

Since 2002, the percentage of Americans who reported they use the Internet to find most of their political news increased from seven percent to 15. That doesn't mean the Web, so far, is taking news consumers away from TV and newspapers, just that information seekers are using it in conjunction with other media. TV political coverage use increased from 66 to 69 percent during that same time period while newspaper use increased from 33 to 34 percent.

The driving forces for survey respondents choosing one medium over another were largely the same: convenience and lack of bias. But definitions of those terms were vastly different, especially in terms of what exactly constitutes bias. A better phrase may have been "breadth of viewpoints" offered by each, as a hyperopic approach to news presentation, not lack of stated viewpoints, is highly regarded in general.

What Users Said About Bias

For TV: The general viewpoint is, regardless of how often CNN or Fox News are maligned by critics, is that the news networks show both sides of the issue they are covering. If not, there are several networks from which information can be gathered.

For newspapers: Somewhat similar to TV, there are many options of papers, each with several writers with their own viewpoints for providing a nice 360 degree view.

For the Web: You've sensed a pattern by now, surely. More writers, more viewpoints, better feel for what's going on.

What Users Said About Convenience

For TV: It can be on in the background while news consumers go about their home business.

For newspapers: They can be read at the user's pace and show up faithfully at the doorstep every morning. Referring back to content is also more convenient when the material is laying out on the kitchen table. Plus, 57 percent said they found reading the newspaper relaxing, compared with 41 percent of TV viewers, and 33 percent of Internet users.

For the Web: It's hard to relax while multitasking, which is what the bulk of Internet users are doing. The extreme convenience and control of searching and finding is offset a bit by emailing and downloading while at work.

So what do we take away from this? Well, first we see that content will remain king forever, an assertion that is often debated among the SEM community. Second, we note that unless those old-timey romantics that like paper and information dropped on the porch all die out along with those who prefer serif fonts, the market for print won't fully go away.

Third, and most importantly, we can envision a future where TV and the Web merge into one very powerful medium as connection speeds catch up with the steady stream of broadcast and cable relays. If that happened today (and it is happening), that would mean around 85 percent of news consumers use WebTV, or iTV, or whatever non-trademarked term you want to invoke.

In summary, it also means that the various traditional media are not dying so much as they are changing and digitizing, becoming cheaper, more accessible, and broader.