October 31, 2000

The Last Lap

Final Topline



Total N = 1149
518 All Newspapers
  344 All Natl. Papers
  174 All Regional Papers
227 All Television
  125 All AM Shows
  102 All PM Shows
404 All Internet
1,149 Total
1. SOURCE
Total % All Newspapers All Television All Internet
45 All Newspapers 100   0   0  
  30 All Natl. Papers   66   0   0
  15 All Regional Papers   34   0   0
20 All Television 0   100   0  
  11 All AM Shows   0   55   0
  9 All PM Shows   0   45   0
35 All Internet 0   0   100  
100     100   100   100  
 
2. DATE
Total % All Newspapers All Television All Internet
30 Week 1 31 29 30
30 Week 2 32 30 27
40 Week 3 37 41 43
100   100 100 100
 
3. STORY LENGTH
Total % All Newspapers All Television All Internet
7 75 – 150 words 6 11 4
8 151 – 300 words 7 15 4
39 301 – 750 words 38 49 36
46 More than 750 words 49 25 56
100   100 100 100
 
4. PLACEMENT (Newspaper only)
Total % All Newspapers All Television All Internet
14 Page One 14 0 0
52 National/International 52 0 0
24 Editorial/OP ED 24 0 0
1 Business 1 0 0
3 Metro/Local/Regional 3 0 0
4 Style/Life 4 0 0
1 Sunday – Week in Review 1 0 0
1 Sunday Magazine 1 0 0
0 Not applicable (Internet/TV) 0 100 100
100   100 100 100
 
5. WIRE SERVICE
Total % All Newspapers All Television All Internet
76 Staff Reporters/Writers 77 100 63
5 AP 6 0 5
* Hearst * 0 0
* Knight-Ridder * 0 0
* Reuters * 0 1
* Scripps-Howard * 0 1
9 Other Newspaper or Newspaper Service 8 0 14
3 Combo – Staff/News Service 3 0 6
6 OP/ED – Non-Staff 5 * 9
1 Other Wire Service 1 0 1
100   100 100 100
 
6. DATELINE
Total % All Newspapers All Television All Internet
18 Washington, D.C. 33 12 0
8 Florida 14 8 0
2 Michigan 4 1 0
3 Missouri 3 6 0
16 New York 16 45 0
2 North Carolina 2 8 0
4 Oregon 9 1 0
2 Texas 4 3 0
45 All Others 15 16 100
100   100 100 100
 
7. RECURRING LEAD
Total % All Newspapers All Television All Internet
29 Super A: Issues 31   26   28  
  6 Health and Elderly   6   8   5
  5 Taxes   4   5   5
  6 Other Domestic   7   5   7
  5 Energy   6   3   6
  7 Foreign Policy   8   5   5
57 Super B: Campaign Internals 53   68   56  
  22 Debates   20   32   20
  15 Battleground States   15   13   16
  12 Campaign Strategy   11   13   12
  8 Momentum and Media   7   10   8
13 Super C: Character and Record 15   5   16  
  7 Bush Record and Facts   8   3   9
  6 Gore Record and Truth   7   2   7
1 Other 1   1   *  
100   100   100   100  
 
8. DOMINANT CANDIDATE/CANDIDACY
Total % All Newspapers All Television All Internet
29 All Gore 31 22 31
24 All Bush 25 15 27
47 All Gore/Bush Interwoven 43 63 42
* All Nader 1 * *
0 All Candidates 0 0 0
100   100 100 100
 
9. STORY TRIGGER
Total % All Newspapers All Television All Internet
28 All Candidate Driven 29 31 25
9 All Campaign Driven 7 8 12
4 All Observer Driven 4 4 3
56 All Press Driven 55 56 57
* Independent Polling * * 1
3 Other 5 1 2
100   100 100 100
 
10. STORY FRAME/ANGLE
Total % All Newspapers All Television All Internet
13 Policy Explained 15 11 12
6 Candidate Fitness 5 4 8
41 Political Internals 36 50 43
11 Meta Issues 12 9 12
29 Straight News 32 26 25
100   100 100 100
 
11. CANDIDATE TONE
Based on stories that are not straight news stories; n=821
Total % All Newspapers All Television All Internet
18 All Positive 19 21 15
31 All Neutral 28 38 32
51 All Negative 53 41 53
100   100 100 100
 
12. STORY IMPACT
Total % All Newspapers All Television All Internet
27 Citizens 32 20 23
64 Politicians 59 70 68
5 Interest Groups 6 4 6
4 No Impact Implied 3 6 3
100   100 100 100