McKinsey & Company’s online journal for August 2007 contains an article entitled “What consumers want from online news” which identifies “citizen readers,” “news lovers,” “digital cynics,” and other audience segments. It reminded me of our work segmenting the political news audience and how different election newshounds describe their preferences for newspaper, TV, or online news. Our colleagues at the Pew Research Center for the People & the Press also recently published data on the same topic, finding that the internet news audience is highly critical of mainstream news outlets.