By J.R. Sykes

The Six Percent Question

Separating truth from publicity for internet advertising


February 2, 2018

The Six Percent Question

By J.R. Sykes, TALON

WARNING: The following information flies in the face of conventional wisdom and may cause headaches, dizzyness, or a loss of sleep among readers.

As TALON has adapted to mobile, informal surveys taken by TALON have asked different resident groups: “In your opinion, what percentage of citizens get their Local News from the internet including social media?” Answers typically range from as low as 30% to as high as 90%. The internet has been heralded as a boon to the Everyman, allowing “free” access for all. Reducing costs, and providing a raft of automated tracking data, the information age is all the rage. But today we can see, there is a fly in the ointment.

Here at TALON we found this data intriguing, because TALON (like most everyone) has invested heavily in social and web platforms supposedly designed to reach “everyone”. So, we performed some homework using TALON distribution and readership, including social, digital, and print numbers from 2017. The results? Among San Juan County citizens, a tiny 6% of readers get thier local news from the internet and social media sources. Clearly, we can’t call that “everyone”. Compare that six percent to TALON’s weekly reach which we put on page 1 every week. For your business, ask yourself, can you make it on 6% of the population?


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