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News Media / Publishing
Our work in this category divides into news media clients and media publishing clients. The differences in the type of work that we do in each of these categories are described below.
News Media
We have three decades of experience working for news media helping them accurately cover the news and, by enhancing their reputation for accurate news coverage, thereby increasing their audience ratings and advertising sales. Typically, these projects occur when there is some very hot news story on which public opinion is very divided or volatile. In these situations, in order for news media to avoid becoming biased by the influence of political candidates, “special interests” or “vocal minorities,” the news media need to measure, both objectively and accurately, the truth of what public opinion is on the issue, with a very high degree of statistical confidence with a low margin of error.
In this arena, Ethridge & Associates, L.L.C. has a reputation for being one of the fastest, most accurate, objective, reliable and effective public opinion pollsters in the business (see our Testimonials). We have conducted surveys for news stories of the following types:
- Political Polls — conducting scientific telephone interviewing polls at the presidential, gubernatorial, congressional and mayoral campaign levels (Note: We will not work for both candidates and media in the same race at the same time.)
- Voter Exit Polls — conducting voter exit polls by intercepting voters as they leave polling places to accurately forecast for the news which candidate(s) are most likely to win the election(s)
- Public Policy Polls — conducting scientific public opinion surveys on public policy issues like the importance of government issues, the need for particular public services, and the public’s positions on key issues (e.g., tax increases)
- Sociological / Public Issue / Perception Polls — conducting scientific public opinion surveys on various social issues (e.g., about racism)
Media Publishing Firms
In addition to polling for news coverage, we have substantial experience in communication research and consulting to help media publishing firms improve the marketability of their publications, including:
- Television Programming Research — conducting audience analysis focus groups and telephone surveys to help television stations improve the formatting of the news programming
- Audience Analysis Research — readership, listenership and viewership studies as follows:
- Print Media Readership Surveys — surveying subscribers of newspapers or magazines to better understand:
- How many subscribers actually read the publication?
- How thoroughly do they read it?
- What sections they read the most?
- What subscribers like and dislike about the publication?
- How they would like to see the publication improved?
- Radio Listenership Surveys — surveying the mass market for radio station audiences to understand:
- Awareness of specific program content broadcasted.
- What they like and dislike about the format of the radio station?
- How they would like to see the format of the radio program improved?
- Television Viewership Surveys — survey of the mass market for television audiences to understand
- Awareness of specific program content broadcasted.
- What they like and dislike about the format particular television shows?
- How they would like to see the format of the television show improved?
- Media / Publication Concept Tests — testing concepts for new magazines, newspapers, radio programs or television programs