Media as an Information Source

1. 1

   More small employers (26%) consider the Internet their most important source for business
   news and information than any other media source. Another 21 percent think that
   newspapers are their most important business information source. These two sources are
   followed by television (18%), magazines and newsletters (13%), and radio (12%).
   

2. 2

   Twenty-seven (27) percent of small-business owners identify television as their most
   important source for news and information on current events and public affairs. Nearly
   the same proportion favors the Internet (25%) and newspapers (24%). Fourteen (14)
   percent rely on radio as their most important information source for current events and
   public affairs and another 4 percent rely on magazines and newsletters.
   

3. 3

   Small employers think their favorite media information source is more important than networking
   as a source for both business and public affairs information. However, the difference
   is marginal for business information while substantial for public affairs information.
   

4. 4

   Small-business owners typically use multiple sources of media information to satisfy their
   information needs and frequently report each as very important or important sources.
   Just 5 percent say they never listen to the radio; 2 percent never watch television; 7 percent
   never read magazines or newsletters; 11 percent never read the newspaper; and, 15
   percent never use the Internet as a source of information.
   

5. 5

   Sixty-eight (68) percent of the 83 percent of small employers who can be classified as
   regular listeners tune in to the radio principally in their car or truck. Their favorite radio
   format is split almost evenly between music and news/talk (information). However, they
   typically listen to music in their place of business when the radio is on.
   

6. 6

   Eighty-seven (87) percent of small-business people can be classified as regular television
   viewers. Overwhelmingly, the type of information program they most frequently watch is
   local news. National network news is a distant second.
   

7. 7

   Small employers do not read general business or news magazines frequently. They are far
   more likely to read industry-specific and locally-oriented publications than general or
   national publications. Magazines and newsletters are considered a substantially more valuable
   source for business information than for news and current events.
   

8. 8

   Seventy-two (72) percent of small employers read newspapers regularly. The most frequently
   read newspapers are non-national dailies, followed by weeklies or bi-weeklies and
   national dailies. The local news (26%) is the most popular section in their favorite newspaper.
   The business section ranks third (16%) behind national and international news (18%).
   

9. 9

   Almost half (46%) of all small-business people check the Internet regularly for news on
   current events and public affairs. Likewise, they often search the Internet for goods and
   services to purchase and for marketing and contract leads. Still, one-third (34%) rarely or
   never use the Internet as a source for news and/or information.

Volume 7, Issue 6, 2007
ISSN 1534-8326

William J. Dennis, Jr.
NFIB

• 1Do you listen to the radio every day, a few times a week, infrequently or never?
• 1aFor you, is radio a very important, important, not too important, or not at all important source for BUSINESS information?
• 1bFor you, is radio very important, important, not too important, or not at all important source for news and information about current events and public affairs?
• 1cDo you most frequently listen to the radio at work, riding in the car or truck, at home or elsewhere?
• 1c1When you listen to the radion at work, is it more likely you listen to music OR to news, information, and talk, OR don't you listen to the radio at work?
• 1dWhat is your favorite radio format?
• 2Do you watch television every day, a few times a week, rarely or never?
• 2aFor you, is television a very important, important, not too important, or not at all important source for BUSINESS information?
• 2bFor you, is television a very important, important, not too important, or not at all important source for news and information about current events and public affairs?
• 2cAAt home, or you place of business, do you watch local news every day, a few times a week, rarely or never?
• 2cBAt home, or your place of business, do you watch national network news every day, a few times a week, rarely or never?
• 2cCAt home, or your place of business, do you watch cable talk, such as the O'Reilly Factor or Hannity and Colmes every day, a few times a week, rarely or never?
• 2cDAt home, or your place of business, do you watch business cable news every day, a few times a week, rarely or never?
• 2cEAt home, or your place of business, do you watch morning shows, such as Good Morning America or the Today show every day, a few times a week, rarely or never?
• 2cFAt home, or your place of business, do you watch programming specific to the industry of your business every day, a few times a week, rarely or never?
• 3Do you read magazines or newsletters every day, a few times a week, rarely or never?
• 3aFor you, are magazines and newsletters a very important, important, not too important, or not at all important source for business information?
• 3bFor you, are magazines and newsletters a very important, important, not too important, or not at all important source for news and information about current events and public affairs?
• 3cA(do you read) INC. magazine
• 3cB(do you read) U.S. News & World Report
• 3cC(do you read) Entrepreneur magazine
• 3cD(do you read) Kiplinger newsletter
• 3cE(do you read) Newsweek
• 3cF(do you read) Fortune Small Business
• 3cG(do you read) BusinessWeek
• 3cH(do you read) Time
• 3dA(do you read) A national or state trade association magazine
• 3dB(do you read) A local or neighborhood business organization newsletter or bulletin
• 3dC(do you read) An investment newsletter
• 3dD(do you read) A commercial magazine focused on your industry
• 3dE(do you read) A local or area business magazine
• 4Do you read a newspaper every day, a few times a week, rarely or never?
• 4aFor you, are newspapers a very important, important, not too important, or not at all important source for BUSINESS information?
• 4bFor you are newspapers a very important, important, not too important, or not at all important source for news and information about current events and public affairs?
• 4cDo you read a national daily newspaper, such as USA Today or The Wall Street Journal every day, a few times a week, rarely, or never?
• 4dDo you read a daily newspaper that is not a national newspaper every day, a few times a week, rarely, or never?
• 4eDo you regularly, often, rarely, or never read a newspaper that circulated less frequently than daily such as weekly or bi-weekly?
• 4fWhich type of newspaper is the most important to you?
• 4gWhich portion of the most important newspaper to you, do you read most thoroughly?
• 5Do you use the Internet for news and information every day, a few times a week, rarely or never?
• 5aFor you, is the Internet a very important, important, not too important, or not at all important source for business information?
• 5bFor you, is the Internet a very important, important, not too important, or not at all important source for news and information about current events and public affairs?
• 5cA(Internet use) Potential suppliers or vendors
• 5cB(Internet use) Products or services you may wish to buy
• 5cC(Internet use) Contracts on which you might bid
• 5cD(Internet use) Potential customers and/or markets
• 5cE(Internet use) News or public affairs
• 5cF(Internet use) Government rules and requirements
• 5dDo you read blogs on the Internet every day, a few times a week, rarely, or never?
• 6Of the following, which is your most important source of business news and information?
• 6aDo you get better business news and information from a (response in Q#6) or do you get better business news and information by networking with other business owners?
• 7Of the following, which is your most important source of news and information about current events and public affairs?
• 7aDo you get better news and information about current events and public affairs from (Response in Q#7) or do you get better news and information about them by networking with other business owners?