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Online Newspaper Users Politically Influential
VIENNA, Va. -- Visitors to newspaper Web sites exhibit a greater interest in politics and are more likely to be active participants in the political process than the general online population, according to Nielsen//NetRatings Political View analysis of survey data conducted for the Newspaper Association of America.Key findings of the survey include:Online newspaper users are 29% more likely than general Internet users to identify themselves as "very interested" in government, politics and elections.They are 41% more likely to have attended a political meeting, rally or dinner.They are 39% more likely to have worked for a political candidate or party.They are 38% more likely to have written a letter or e-mail to others about a political issue.They are 36% more likely to have donated money to a political campaign or party.They are 30% more likely to have written a letter to an elected official.82.8% voted in the 2000 presidential elections.69% voted in the most recent local election."These findings demonstrate what a crucial audience online newspaper users are for candidates and advocacy organizations to reach," says NAA Senior Vice President and Chief Marketing Officer John E. Kimball. "People who visit newspaper Web sites are not only well-informed generally, but on matters of politics and government, they are among the most active participants. They help shape the national political debate and influence others."Newspaper Association of America is a nonprofit organization representing the $55 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. Most NAA members are daily newspapers, accounting for 87% of the U.S. daily circulation.Visit Newspaper Association of America: www.naa.org"