04 June 2008

Local Press Continue to Show only Slightest Tendency to Reflect their Readers' Voting Records

By Glenn Fannick
Dow Jones Insight Staff

The Obama camp has been in general-election campaign mode for some time, seeing Clinton as no longer a threat some weeks ago. Therefore that's where our media analysis is focused.

When looking at how much media attention has been given to Obama versus McCain over the past few weeks, it really has been no contest. While McCain has been slowly gaining in press mentions each week at Clinton's expense, Obama continues to garner nearly two-thirds of mentions in the head-to-head comparison.

That doesn't change when dividing the country along the now-quite-familiar Red-Blue battle lines. The recent presidential voting records of the states continue to show only the slightest correlation with the volume of local press coverage a candidate receives.

When comparing John McCain's and Barack Obama's media mentions over the period of May 28 to June 4, we see McCain received about 40% of press mentions in Red States -- those which have voted Republican in the past four presidential elections -- and 39% in Blue States -- those with the opposite recent historical record.

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