If you ask political news consumers what they like most about their favorite source of news, a vivid image of a typical TV, newspaper, and internet political news consumer will emerge from their own comments. That’s what the Pew Internet & American Life Project asked in its 2006 postelection survey, and from the responses you could almost see the newspaper reader -- straight from Norman Rockwell -- settling down in a favorite chair near a warm fire, shaking the paper open, and smoothing it flat to read the political news analysis. Next would be the TV watcher, perhaps a harried parent, bustling around the kitchen throwing dinner together, dodging the dog, checking kids’ homework, and keeping an ear and occasional eye on the evening campaign news; or a quieter version of that home where the TV is on in the background, out of habit or to provide company. Then the internet user, a multi-tasker in the home or business office, a fastmover, clicking windows open and shut, skimming a blog while downloading a long attachment, searching for a candidate’s video clip while pondering an email reply.

Just after the midterm elections in the fall of 2006, the Pew Internet & American Life Project polled Americans about their political news sources. (http://www.pewinternet.org/Reports/2007/Election-2006-Online.aspx) We asked people if they were getting most of their election news from the television, newspapers, radio, magazines, or the internet. As ever, television was the walk-away favorite. Over two-thirds of respondents (69%) said they got most of their political news from television; about a third (34%) said newspapers, and 15% said the internet.¹

But the underdog internet is gaining quickly. Compared with data gathered after the most recent mid-term election in 2002, the percentage of Americans who reported they went to the internet for most of their political news in 2006 more than doubled, from 7% to 15%. During the same time period, the percentage of those getting their political input from TV and newspapers remained essentially static, increasing from 66% to 69% for TV, and from 33% to 34% for newspapers.

We probed further, asking people to reflect on what it was about what they particularly liked about their preferred medium for campaign and election news -- TV, newspaper, or internet --that set it apart from the other forms of media. Nearly all respondents gave us an answer, often a word or two and sometimes a few sentences.

The fun starts here. But first, a quiz for you: Can you match the respondents’ following answers (a sample from some of the most common qualities) with the proper medium: television, newspapers, or internet?

• a)  Enjoyable. In-depth. I can think about it. I can review it.
• b)  Easy. Live. I can do something at the same time. It’s just there.
• c)  Control. Quick. Choice. Convenient.

In case you aren’t absolutely sure of your answer, here is a further hint: Each comment below is taken verbatim from the responses, and each belongs with the description above bearing the same letter. That is to say (a) below belongs with (a) above.

• a)  “I just enjoy reading my newspaper.”
• b)  “I don’t really know what it is I like about it.” (from a TV lover.)
• c)  “It’s exactly what you want when you want it.” (from an internet aficionado.)