Looking at the circulation figures of USSPI I found an interesting factoid.
Look at the table below:
Focus in on the McHenry County line.
110,000 households.
The information shows what percentage of the households receive the Chicago Sun-Times and Tribune and, then, I guess all newspapers distributed in McHenry County:
- 2.5% – Chicago Sun-Times
- 11.8% – Chicago Tribune
- 24.9% – all papers
So, if a candidate wants to reach almost 25% of the households in McHenry County, he or she would reach only 25% of the people.
Now, one could argue that that those 25% of households may contain most of the voters.
Remember only 11% of the people turned out for the local April elections when people who level about 90% of the taxes were elected.
But it should be clear to any campaign manager that other modes of communication must be used.
That’s why there is so much direct mail.
25% receive a newspaper but how many read ONLY the sport pages?
When I make a visit to a local clinic which has plenty of newspapers available every day, I watch to see what most people read – the sports section.
Very few people read the ads in the paper.
Some people do monitor the ad inserts.
We require public notices be placed in a newspaper but how many people read them?
I suggest very few to none.
Every year townships publish financial details for the year, have you ever read yours?
There is only one sure way for politicians to campaign – personal contact.