Topline

PEJ News Coverage Index

January 1 – December 31, 2008

All Media
All Media - Top Stories
(Percent of Newshole)
Overall Network TV
Year End Rank Story All Newspapers Online (w/PBS) Cable TV Radio
1 Election combined‡ 35.9% 22.8% 25.2% 32.0% 58.5% 42.5%
2 US Economy combined† 14.6 19.2 14.1 16.4 9.9 11.7
3 Iraq War combined* 3.6 5.5 4.4 3.3 1.6 2.7
4 Domestic terrorism 1.3 1.9 1.4 0.9 0.9 1.3
5 2008 Olympics 1.2 1.6 1.5 1.8 0.3 0.7
6 Blagojevich scandal 1.0 0.4 1.0 0.8 1.7 1.1
7 Afghanistan 0.9 1.3 1.3 0.9 0.4 0.6
8 Pakistan 0.9 1.4 1.7 0.5 0.1 0.6
9 Immigration 0.9 1.6 0.2 0.2 1.3 0.5
10 Georgia/Russia conflict 0.8 0.9 1.2 0.5 0.5 0.8
Note: All other stories were less than 0.8% for the year overall.
Newshole is defined as the time or space available in an outlet for news content.
*Iraq War includes stories about Iraq policy debate, events in Iraq, and the impact of the war in the U.S.
†US Economy includes stories about the financial crisis, U.S. economy, gas/oil prices, auto industry, and Freddie Mac/Fannie Mae
‡ Election includes stories about the campaign, results and the transition

1
All Media – Top Stories by Month
(Percent of Newshole)

Rank January February March April

Story Story Story Story
1 2008 Presidential race 44.5% 2008 Presidential race 44.1% 2008 Presidential race 37.1% 2008 Presidential race 32.3%
2 US Economy 9.3 US Economy 5.5 US Economy 8.9 US Economy 6.0
3 Events in Iraq 2.1 Domestic terrorism 2.5 Spitzer scandal 5.9 Pope visits US 4.3
4 Warren Jeffs and Texas
Kenya election/violence 2.1 Pakistan 2.2 Events in Iraq 5.1 raid 4.2
5 Pakistan 2.0 Events in Iraq 2.1 China 2.5 Events in Iraq 3.2
6 Bush’s Middle East trip 1.6 Cuba 1.9 Iraq policy debate 2.1 Iraq policy debate 2.8
7 Southern tornadoes on
2008 State of the Union 1.4 Super Tuesday 1.8 Israel/Palestine conflict 1.4 2008 Olympics 2.5
8 Kosovo declares
Iran 1.2 independence 1.7 Midwest storms 1.4 Airplane safety 2.1
9 Missing Marine Maria
Lauterbach 1.2 NIU shootings 1.6 Iraq War homefront 1.1 Zimbabwe elections 1.7
10 Baseball Steroids
Domestic terrorism 1.2 Scandal 1.4 Gas/oil prices 1.0 Gas/oil prices 1.6
Iraq War combined 3.7% Iraq War combined 3.3% Iraq War combined 8.3% Iraq War combined 6.9%
US Economy combined 9.5 US Economy combined 6.0 US Economy combined 9.9 US Economy combined 7.6
Election combined 44.5 Election combined 44.1 Election combined 37.1 Election combined 32.3
May June July August
Rank
Story Story Story Story
1 2008 Presidential race 35.6% 2008 Presidential race 30.8% 2008 Presidential race 29.3% 2008 Presidential race 36.9%
2 Myanmar cyclone 5.6 Violent summer weather 6.8 US Economy 6.9 Georgia/Russia conflict 8.8
3 Chinese earthquake 5.4 Gas/oil prices 6.2 Gas/oil prices 4.6 2008 Olympics 8.7
4 US Economy 3.6 US Economy 4.6 Events in Iraq 2.5 US Economy 2.6
5 Fannie Mae/Freddie
Gas/oil prices 3.5 Domestic terrorism 3.3 Mac bailout 2.3 Domestic terrorism 2.0
6 Scott McClellan's book 3.1 Events in Iraq 2.2 Iran 2.2 John Edwards’affair 2.0
7 American hostages
Immigration 1.9 Zimbabwe elections 2.2 rescued in Colombia 2.2 Pakistan 1.9
8 Ted Kennedy's health 1.8 Tim Russert dies 1.9 Afghanistan 1.7 Tropical Storm Fay 1.8
9 Events in Iraq 1.5 Afghanistan 1.8 California wildfire 1.7 Events in Iraq 1.8
10 Warren Jeffs and Texas
raid 1.3 DC gun ban struck down 1.2 Domestic terrorism 1.6 Hurricane Gustav 1.7
Iraq War combined 3.0% Iraq War combined 3.4% Iraq War combined 5.2% Iraq War combined 3.3%
US Economy combined 7.1 US Economy combined 10.8 US Economy combined 14.1 US Economy combined 4.7
Election combined 35.6 Election combined 30.8 Election combined 29.3 Election combined 36.9
September October November December
Rank
Story Story Story Story
1 2008 Presidential race 38.6% 2008 Presidential race 48.3% Obama administration 22.1% Financial Crisis 14.8%
2 Financial Crisis 23.5 Financial Crisis 24.9% Financial Crisis 16.6 Blagojevich scandal 12.0
Presidential Election
3
Hurricane Ike 5.4 US Economy 1.6% Results 8.8 Obama administration 11.8
4 Hurricane Gustav 3.8 Events in Iraq 1.3% 2008 Presidential race 7.7 US auto industry 10.7
Fannie Mae/Freddie
5
Mac bailout 1.6 Baseball World Series 1.1% US auto industry 5.6 Holiday season 3.8
6 Pakistan 1.5 Afghanistan 1.1% Mumbai terror attacks 5.5 Israel/Palestine conflict 3.3
Congressional Political Congressional election
7
US Economy 1.3 corruption scandals 0.8% results 2.0 Mumbai terror attacks 3.1
2008 Congressional
8
Sept. 11 anniversary 1.3 campaigns 0.8% Events in Iraq 1.8 Madoff banking scam 2.3
9 Hurricane Hanna 0.9 Gas/oil prices 0.7% SoCal wildfires 1.4 New 111th Congress 1.8
Pres Bush's last days in
10
Events in Iraq 0.9 Domestic terrorism 0.6% New 111th Congress 1.1 White House 1.7
Iraq War combined 1.5% Iraq War combined 1.7% Iraq War combined 2.5% Iraq War combined 2.1%
US Economy combined 27.2 US Economy combined 27.7% US Economy combined 22.9 US Economy combined 26.2
Election combined 38.6 Election combined 48.3 Election combined 38.6 Election combined 13.2

2
All Media – Broad Story Topic
(Percent of Newshole)
Overall Network TV
Topic All Newspapers Online Cable TV Radio
Year End Rank (w/PBS)
1 Elections/Politics 34.0% 21.7% 22.4% 30.0% 56.2% 41.6%
2 Economics 11.2 13.5 11.8 12.7 8.0 9.7
3 Foreign (Non-US) 10.3 13.8 18.0 8.1 2.9 7.6
4 US Foreign Affairs 6.5 7.4 9.2 5.6 4.6 5.1
5 Crime 4.8 3.1 6.3 4.3 6.4 3.6
6 Business 4.2 6.5 4.0 4.4 2.5 2.9
7 Government 4.0 3.5 4.4 3.4 4.6 3.8
8 Disasters/Accidents 3.7 2.2 5.6 5.7 3.2 2.3
9 Health/Medicine 2.7 4.4 2.4 4.2 0.5 1.6
10 Lifestyle 2.1 3.1 1.4 3.1 0.6 2.4
11 US Miscellaneous 2.0 1.3 2.2 3.7 1.5 1.5
12 Additional Domestic Affairs 1.8 2.6 1.6 2.1 1.0 1.9
13 Environment 1.6 2.3 1.3 1.8 0.7 2.3
14 Defense/Military (Domestic) 1.5 2.1 1.4 1.5 1.0 1.0
15 Sports 1.4 2.0 1.6 2.1 0.3 1.1
16 Media 1.3 0.5 0.2 0.8 1.4 5.5
17 Domestic Terrorism 1.2 1.6 1.2 0.9 0.9 1.3
18 Science/Technology 1.1 1.7 1.5 1.1 0.2 0.8
19 Race/Gender/Gay Issues 0.9 1.1 1.0 0.7 0.7 1.3
20 Transportation 0.9 1.2 0.8 1.4 0.4 0.8
21 Immigration 0.7 1.2 0.2 0.1 1.1 0.5
22 Education 0.7 1.4 0.2 0.8 0.2 0.4
23 Religion 0.7 0.9 0.5 0.6 0.6 0.5
24 Celebrity/Entertainment 0.4 0.3 0.5 0.5 0.5 0.3
25 Court/Legal System 0.2 0.6 <0.1 0.1 0.1 0.1
26 Development/Sprawl 0.1 0.1 0.1 0.1 <0.1 <0.1

3
All Media - Geographic Focus
(Percent of Newshole)
Network TV
Geographic Focus All Newspapers Online Cable TV Radio
(w/PBS)
US National 77.4 68.3% 67.1% 81.4% 89.9% 83.5%
US Interests Abroad 11.0 13.0 14.9 10.5 7.2 9.0
Foreign (Non-U.S.) 10.3 13.8 18.0 8.1 2.9 7.6
No Specific Geographic Focus <0.1 0.1 <0.1 <0.1 0 <0.1
Local (Newspapers only) 1.3% 4.9% N/A N/A N/A N/A
Note: For newspapers, we do not include a local newspaper story in our study unless that story also falls into the realm of one of the Top Stories we
are tracking at the time.

All Media- Lead Newsmaker

Number % of
Year End Rank Lead Newsmaker of stories stories
1 Obama, Barack 6905 9.9%
2 McCain, John 3703 5.3
3 Clinton, Hillary 2719 3.9
4 Bush, George 1284 1.8
5 Palin, Sarah 921 1.3
6 Blagojevich, Rod 290 0.4
7 Clinton, Bill 274 0.4
8 Romney, Mitt 258 0.4
9 Kennedy, Ted 247 0.4
10 Edwards, John 201 0.3
11 Huckabee, Mike 200 0.3
12 Spitzer, Eliot 186 0.3
13 Biden, Joe 180 0.3
14 Stevens, Ted 173 0.2
15 General Motors 163 0.2
16 Pope Benedict 160 0.2
17 Obama, Michelle 142 0.2
18 Wright, Jeremiah 123 0.2
19 McClellan, Scott 121 0.2
20 Rice, Condoleezza 119 0.2

4
 Newspapers
Newspapers - Top Stories
(Percent of Newshole)
Year End
Story All Top Tier Second Tier Third Tier
Rank
1 2008 Presidential race 20.0% 19.0% 24.4% 17.6%
2 Financial Crisis 9.1 8.8 9.0 11.2
3 US Economy 6.2 6.2 5.5 7.5
4 Events in Iraq 3.3 3.5 2.9 2.9
5 Obama administration 2.2 2.2 2.8 1.3
6 Gas/oil prices 2.1 1.6 2.6 4.7
7 Domestic terrorism 1.9 2.1 1.8 1.4
8 Iraq homefront 1.6 1.1 1.8 4.6
9 Immigration 1.6 1.8 1.2 1.5
10 2008 Olympics 1.6 1.4 1.4 3.0
Iraq War combined* 5.5% 5.2% 5.6% 8.0%
US Economy combined† 19.2 18.4 19.0 25.5
Election combined‡ 22.8 21.8 27.7 20.1
Note: All other stories were at or less than 1.6% for all newspapers for the year
*Iraq War includes stories about Iraq policy debate, events in Iraq, and the impact of the war in the U.S.
†US Economy includes stories about the financial crisis, U.S. economy, gas/oil prices, auto industry, and Freddie Mac/Fannie Mae
‡ Election includes stories about the campaign, results and the transition

5
Newspapers – Top Stories by Month
(Percent of Newshole)

Rank January February March April

Story Story Story Story
1 2008 Presidential race 32.3% 2008 Presidential race 33.0% 2008 Presidential race 20.4% 2008 Presidential race 18.8%
2 US Economy 12.2 US Economy 10.1 US Economy 14.1 US Economy 9.6
3 Iraq War homefront 3.4 Pakistan 3.4 Events in Iraq 7.0 Events in Iraq 5.1
4 Pakistan 3.1 Domestic terrorism 3.3 Spitzer scandal 4.6 Pope visits US 4.2
5 Events in Iraq 3.0 Cuba 2.4 China 3.2 2008 Olympics 2.4
6 Football playoffs/Super Hollywood Writers'
Bowl 2.1 strike 1.7 Iraq War homefront 2.4 Iraq policy 2.3
7 2008 State of the Union 2.0 Iraq war homefront 1.7 Israel/Palestine conflict 2.0 Airplane safety 2.2
8 Kenya election/violence 1.9 Events in Iraq 1.7 Immigration 1.9 Immigration 2.1
9 NFL playoffs/Super
Health Care 1.6 Bowl 1.6 Iraq policy 1.7 Zimbabwe elections 2.0
10 Baseball Steroids
Afghanistan 1.0 Scandal 1.3 Health Care 1.6 Health Care 1.9
Iraq War combined 6.6% Iraq War combined 3.6% Iraq War combined 11.0 Iraq War combined 8.8%
US Economy combined 12.4 US Economy combined 11.1 US Economy combined 14.7 US Economy combined 11.2
Election combined 32.3 Election combined 33.0 Election combined 20.4 Election combined 18.8
May June July August
Rank
Story Story Story Story
1 2008 Presidential race 19.6% 2008 Presidential race 19.5% 2008 Presidential race 15.1% 2008 Presidential race 24.0%
2 US Economy 6.2 Gas/oil prices 6.9 US Economy 9.0 2008 Olympics 10.0
3 Chinese Earthquake 6.2 US Economy 6.4 Gas/oil prices 5.4 Georgia/Russia conflict 9.3
4 Myanmar cyclone 5.0 Domestic terrorism 4.8 Events in Iraq 3.6 US Economy 4.0
5 Fannie Mae/Freddie
Immigration 4.6 Events in Iraq 4.4 Mac bailout 3.3 Domestic terrorism 3.9
6 Gas/oil prices 3.7 Violent summer weather 3.5 2008 Olympics 2.5 Events in Iraq 3.5
7 Iraq war homefront 2.1 Zimbabwe elections 3.4 Iraq war homefront 2.4 Afghanistan 2.6
8 Events in Iraq 2.1 2008 Olympics 2.2 Health Care 2.3 Pakistan 2.2
9 Microsoft bids for American hostages
Yahoo 1.8 Afghanistan 1.9 rescued in Colombia 2.1 Gas/oil prices 1.9
10 Same-sex marriage Same-sex marriage
debate 1.8 debate 1.8 Global Warming 2.0 Iraq war homefront 1.9
Iraq War combined 4.5% Iraq War combined 5.9% Iraq War combined 6.5% Iraq War combined 6.3%
US Economy combined 9.9 US Economy combined 13.3 US Economy combined 18.1 US Economy combined 7.1
Election combined 19.6 Election combined 19.5 Election combined 15.1 Election combined 24.0
September October November December
Rank
Story Story Story Story
1 Financial Crisis 28.7% Financial Crisis 30.5% Financial Crisis 23.1% Financial Crisis 22.6%
2 2008 Presidential race 22.5 2008 Presidential race 29.5 Obama administration 15.0 Obama administration 11.8
Fannie Mae/Freddie
3
Mac bailout 3.7 US Economy 2.5 Pres. election results 7.1 US auto industry 7.9
4 Hurricane Gustav 3.6 Events in Iraq 2.4 2008 Presidential race 5.7 Blagojevich scandal 4.7
5 Hurricane Ike 3.6 Afghanistan 2.3 US auto industry 4.0 Mumbai terror attacks 4.1
6 Pakistan 1.9 Baseball World Series 1.8 Mumbai terror attacks 3.5 Holiday season 3.9
7 US Economy 1.8 Health Care 1.7 Events in Iraq 3.3 Israel /Palestine conflict 3.3
2008 Congressional
8
Events in Iraq 1.6 Campaigns 1.6 Health Care 1.8 Madoff banking scam 2.3
9 Paul Newman dies 1.5 Immigration 1.5 Iraq war homefront 1.8 Events in Iraq 2.0
Same-sex marriage
10
Gas/oil prices 1.5 Domestic terrorism 1.2 debate 1.5 Global Warming 1.6
Iraq War combined 2.3% Iraq War combined 3.2% Iraq War combined 5.3% Iraq War combined 3.0%
US Economy combined 35.7 US Economy combined 35.0 US Economy combined 28.1 US Economy combined 30.9
Election combined 22.5 Election combined 29.5 Election combined 27.8 Election combined 12.4

6
Newspapers – Broad Story Topic
(Percent of Newshole)
All Newspaper
Topic All Top Tier Second Tier Third Tier
Rank
1 Elections/Politics 21.7% 20.7% 25.8% 20.2%
2 Foreign (Non-US) 13.8 17.0 8.2 3.9
3 Economics 13.5 12.6 14.2 18.3
4 US Foreign Affairs 7.4 8.0 6.7 4.8
5 Business 6.5 6.9 5.2 6.1
6 Health/Medicine 4.4 3.9 4.7 7.0
7 Government 3.5 3.5 4.2 2.3
8 Lifestyle 3.1 3.1 2.7 4.3
9 Crime 3.1 3.2 3.2 1.8
10 Additional Domestic Affairs 2.6 2.5 2.2 4.3
11 Environment 2.3 1.7 3.2 4.0
12 Disasters/Accidents 2.2 1.6 3.5 3.5
13 Defense/Military (Domestic) 2.1 1.8 2.0 5.0
14 Sports 2.0 1.7 2.2 3.2
15 Science/Technology 1.7 1.7 1.7 1.4
16 Domestic Terrorism 1.6 1.6 1.6 1.1
17 Education 1.4 1.5 1.2 0.9
18 Miscellaneous 1.3 1.3 1.1 1.8
19 Immigration 1.2 1.3 0.9 1.1
20 Transportation 1.2 0.8 2.1 2.0
21 Race/Gender/Gay Issues 1.1 1.0 1.5 0.9
22 Religion 0.9 0.8 1.3 1.0
23 Court/Legal System 0.6 0.7 0.2 0.6
24 Media 0.5 0.7 0.2 0.2
25 Celebrity/Entertainment 0.3 0.3 0.4 0.2
26 Development/Sprawl 0.1 0.2 <0.1 0.1

Newspapers - Geographic Focus

(Percent of Newshole)
Geographic Focus All Top Tier Second Tier Third Tier
US National 68.3% 66.7% 72.4% 70.7%
US Interests Abroad 13.0 14.2 10.7 9.4
Foreign (Non-US) 13.8 17.0 8.2 3.9
Local* 4.9 2.1 8.7 15.9
No Specific Geographic Focus 0.1 <0.1 0.1 0
Note: For newspapers, we do not include a local newspaper story in our study unless that story also falls into the realm of one of the Top Stories we
are tracking at the time.

Newspapers - Format
(Percent of Newshole)
Format All Top Tier Second Tier Third Tier
Internal Staff 88.1% 99.9% 70.7% 45.0%
Wire 7.2 <0.1 15.7 37.7
Other news outlet 3.7 0.1 9.4 16.1
Combo wire/staff 1.0 <0.1 4.2 0.6
Outside contributer/freelance 0.1 <0.1 <0.1 0.6
Other <0.1 0 0 <0.1

7
 Online
Online - Top Stories
(Percent of Newshole)
Google
Year End All AOL News CNN.com MSNBC.com Yahoo News
Story News
Rank
1 2008 Presidential race 21.9% 17.8% 23.5% 22.8% 23.4% 21.5%
2 Financial Crisis 6.5 3.9 7.5 3.9 8.4 8.3
3 US Economy 4.3 1.9 5.0 1.6 5.4 7.4
4 Events in Iraq 3.2 2.0 2.7 3.0 3.2 4.9
5 Obama administration 2.6 1.8 3.5 2.9 2.6 2.0
6 Pakistan 1.7 0.1 1.0 2.8 1.8 2.5
7 Gas/oil prices 1.6 1.3 3.1 0.1 1.1 2.3
8 2008 Olympics 1.5 1.1 1.4 0.9 2.4 1.3
9 US auto industry 1.4 0.9 1.4 1.3 1.4 1.9
10 Domestic terrorism 1.4 1.4 0.9 1.6 1.5 1.3
Iraq War combined* 4.4% 3.5% 3.7% 3.7% 4.6% 6.3%
US Economy combined† 14.1 8.2 17.1 7.4 16.5 20.4
Election combined‡ 25.2 20.1 28.1 26.4 26.5 24.4
Note: All other stories were less than 1.4% for all online for the year.
*Iraq War includes stories about Iraq policy debate, events in Iraq, and the impact of the war in the U.S.
†US Economy includes stories about the financial crisis, U.S. economy, gas/oil prices, auto industry, and Freddie Mac/Fannie Mae
‡ Election includes stories about the campaign, results and the transition

8
Online – Top Stories by Month
(Percent of Newshole)

Rank January February March April

Story Story Story Story
1 2008 Presidential race 27.6% 2008 Presidential race 30.6% 2008 Presidential race 23.5% 2008 Presidential race 19.6%
2 US Economy 7.8 Events in Iraq 5.2 Events in Iraq 7.8 US Economy 7.7
3 Kenya election/violence 6.4 US Economy 5.0 US Economic numbers 6.9 Events in Iraq 5.6
4 Warren Jeffs and Texas
Bush’s Middle East trip 4.6 Pakistan 4.0 China 5.5 raid 5.6
5 Pakistan 4.5 Domestic terrorism 3.2 Spitzer scandal 5.0 Pope visits US 5.4
6 Southern Tornadoes on
Events in Iraq 3.2 Super Tuesday 2.7 Midwest storms in May 3.1 Zimbabwe elections 5.1
7 Iran 2.6 Afghanistan 2.7 Iraq policy debate 2.9 2008 Olympics 5.0
8 Egypt allowing Gazans
to cross border 2.2 Cuba 2.6 Israel/Palestine conflict 2.6 Iraq policy debate 2.9
9 Missing Marine Maria
Lauterbach 1.9 NIU shootings 2.3 Tainted drinking water 2.2 Bush's trip to Europe 2.0
10 Kosovo declares
2008 State of the Union 1.7 independence 2.0 Pakistan 1.9 Airplane safety 1.9
Iraq War combined 3.4% Iraq War combined 6.5% Iraq War combined 10.8% Iraq War combined 8.9%
US Economy combined 7.8 US Economy combined 5.6 US Economy combined 8.7 US Economy combined 8.9
Election combined 27.6 Election combined 30.6 Election combined 23.5 Election combined 19.6
May June July August
Rank
Story Story Story Story
1 2008 Presidential race 23.6% 2008 Presidential race 21.4% 2008 Presidential race 20.6% 2008 Presidential race 24.4%
2 Myanmar cyclone 11.1 Violent summer weather 9.4 US Economy 7.8 Georgia/Russia conflict 13.2
3 Chinese Earthquake 10.1 US Economy 6.5 Iran 4.0 2008 Olympics 10.7
4 US Economic numbers 3.8 Gas/oil prices 5.2 Events in Iraq 3.9 Tropical storm Fay 4.4
5 Gas/oil prices 3.5 Domestic terrorism 4.5 Gas/oil prices 3.3 Pakistan 4.3
6 American hostages
Scott McClellan's book 2.3 Zimbabwe elections 3.6 rescued in Colombia 3.3 Hurricane Gustav 3.7
7 Same-sex marriage
debate 2.0 Afghanistan 2.5 Afghanistan 3.2 US Economy 2.4
8 Warren Jeffs and Texas
raid 1.8 Events in Iraq 2.0 Tropical Storm Dolly 2.5 Events in Iraq 2.4
9 Events in Iraq 1.6 Energy 2.0 Zaradzic arrested 2.0 Anthrax case 1.7
10 Mars Lander Phoenix 1.3 DC gun ban struck down 1.8 Domestic terrorism 1.9 Russia 1.7
Iraq War combined 2.7% Iraq War combined 3.0% Iraq War combined 5.9% Iraq War combined 3.5%
US Economy combined 7.2 US Economy combined 11.7 US Economy combined 13.1 US Economy combined 4.2
Election combined 23.6 Election combined 21.4 Election combined 20.6 Election combined 24.4
September October November December
Rank
Story Story Story Story
1 2008 Presidential race 27.8% 2008 Presidential race 35.0% Obama administration 20.8% Financial Crisis 12.3%
2 Financial Crisis 19.6 Financial Crisis 30.4 Financial Crisis 13.4 Blagojevich scandal 11.7
3 Hurricane Ike 8.9 Baseball World Series 2.1 Pres. election results 8.6 Obama administration 11.1
4 Pakistan 3.5 Events in Iraq 2.0 2008 Presidential race 6.8 US auto industry 10.7
5 Hurricane Gustav 3.5 US Economy 1.9 US auto industry 4.6 Israel/Palestine conflict 4.2
6 US Economy 2.2 CA wildfires 1.4 Mumbai terror attacks 4.4 Holiday season 3.4
Congressional political
7
Sept. 11 anniversary 1.9 corruption scandals 1.2 Events in Iraq 2.8 Mumbai terror attacks 3.2
8 China 1.8 Congo civil war 1.2 Thailand protests/unrest 2.4 Severe Winter Weather 2.2
Congressional election
9
Hurricane Hanna 1.7 Steve Fossett missing 1.1 results 2.2 New 111th Congress 2.2
10 Big Bang Machine 1.5 Afghanistan 1.0 Pirates of Somalia 1.9 Caylee Anthony 1.9
Iraq War combined 2.4% Iraq War combined 2.3% Iraq War combined 3.2% Iraq War combined 1.3%
US Economy combined 23.2 US Economy combined 32.7 US Economy combined 18.4 US Economy combined 25.0
Election combined 27.8 Election combined 35.0 Election combined 36.2 Election combined 12.0

9
Online – Broad Story Topic
(Percent of Newshole)
Year End Google
Topic All AOL News CNN.com MSNBC.com Yahoo News
Rank News
1 Elections/Politics 22.4% 18.9% 24.8% 23.8% 22.6% 22.1%
2 Foreign (Non-US) 18.0 14.6 13.6 28.5 14.1 20.2
3 Economics 11.8 6.6 14.7 5.3 14.5 17.0
4 US Foreign Affairs 9.2 6.4 7.3 10.2 8.4 13.6
5 Crime 6.3 11.2 7.9 6.0 4.1 3.6
6 Disasters/Accidents 5.6 8.5 5.3 4.8 5.0 4.6
7 Government 4.4 6.0 4.5 5.5 3.1 3.5
8 Business 4.0 2.5 4.3 3.1 4.5 5.2
9 Health/Medicine 2.4 4.8 1.2 0.6 4.2 0.8
10 Miscellaneous 2.2 4.0 2.6 2.1 1.3 1.3
11 Sports 1.6 0.9 0.9 0.8 3.4 1.3
12 Additional Domestic Affairs 1.6 1.8 1.8 1.3 2.0 0.9
13 Science/Technology 1.5 2.3 1.1 0.7 2.7 0.4
14 Defense/Military (Domestic) 1.4 2.0 1.8 1.3 1.2 1.0
15 Lifestyle 1.4 2.6 2.1 0.5 1.3 0.6
16 Environment 1.3 1.9 0.8 1.1 1.5 0.9
17 Domestic Terrorism 1.2 1.2 1.1 1.3 1.3 1.0
18 Race/Gender/Gay Issues 1.0 0.9 1.0 0.9 1.6 0.5
19 Transportation 0.8 0.9 0.9 0.3 1.3 0.3
20 Religion 0.5 0.6 0.2 0.8 0.5 0.6
21 Celebrity/Entertainment 0.5 0.3 0.9 0.4 0.4 0.2
22 Education 0.2 0.3 0.3 0.4 0.2 0.1
23 Immigration 0.2 0.5 0.1 0.1 0.2 0.1
24 Media 0.2 0.2 0.4 0.2 0.2 0
25 Development/Sprawl 0.1 <0.1 0.1 0 0.1 0
26 Court/Legal System <0.1 0.2 <0.1 <0.1 0 0

Online - Geographic Focus

(Percent of Newshole)
Geographic Focus All AOL News CNN.com Google News MSNBC.com Yahoo News
US National 67.1% 73.0% 74.0% 57.8% 70.1% 60.7%
US Interests Abroad 14.9 12.4 12.4 13.8 15.8 19.1
Foreign (Non-US) 18.0 14.6 13.6 28.5 14.2 20.2
No Specific Geographic Focus <0.1 <0.1 0 0 0 0

Online - Format
(Percent of Newshole)
Format All AOL News CNN.com Google News MSNBC.com Yahoo News
Wire 51.6% 89.6% 84.4% 79.2% 48.7% 85.8%
Other News Outlet 25.4 7.9 11.5 20.8 24.2 12.3
Internal Staff 21.7 2.0 2.4 0 23.5 1.9
Combo Wire/Staff 0.7 0.4 1.6 0 2.5 0
Outside Contributor/Freelancer 0.5 0.1 0.1 0 1.0 0

10
 Network TV
Network TV - Top Stories
(Percent of Newshole)
Year End Evening (ABC, ABC CBS NBC PBS
Story All Morning
Rank CBS, NBC) Total Total Total Evening
1 2008 Presidential race 29.1% 33.9% 25.1% 29.6% 28.3% 29.7% 28.6%
2 Financial Crisis 6.9 5.9 6.5 6.6 6.4 5.8 9.3
3 US Economy 5.4 4.2 5.3 5.0 4.8 4.5 7.8
4 Gas /oil prices 2.4 2.3 3.2 2.8 2.8 2.8 0.9
5 Obama Administration 2.2 2.4 1.8 2.2 1.9 2.2 2.7
6 2008 Olympics 1.8 2.1 1.9 1.6 1.4 2.9 0.9
7 Events in Iraq 1.7 0.7 2.0 1.2 1.4 1.4 2.9
8 US auto industry 1.5 1.5 1.4 1.2 1.7 1.4 1.7
9 Warren Jeffs and Texas raid 1.0 1.6 0.8 1.0 1.2 1.2 0.1
10 Domestic terrorism 1.0 0.4 0.7 0.7 0.4 0.6 2.4
Iraq War combined* 3.3% 1.2% 3.8% 2.5% 2.6% 2.6% 6.3%
US Economy combined† 16.4 14.3 16.7 16.0 16.2 14.6 20.1
Election combined‡ 32.0 37.2 27.4 32.5 30.7 32.7 31.8
Note: All other stories were at or less than 1.0% for all network TV for the year.
*Iraq War includes stories about Iraq policy debate, events in Iraq, and the impact of the war in the U.S.
†US Economy includes stories about the financial crisis, U.S. economy, gas/oil prices, auto industry, and Freddie Mac/Fannie Mae
‡ Election includes stories about the campaign, results and the transition

11
Network TV – Top Stories by Month (w/PBS)
(Percent of Newshole)

Rank January February March April

Story Story Story Story
1 2008 Presidential race 46.1% 2008 Presidential race 39.4% 2008 Presidential race 31.5% 2008 Presidential race 25.0%
2 Warren Jeffs and Texas
US Economy 13.4 US Economy 5.4 US Economy 12.6 raid 8.7
3 Southern tornadoes on
Events in Iraq 2.0 Super Tuesday 2.9 Events in Iraq 5.2 US Economy 6.2
4 Bush’s Middle East trip 1.4 Domestic terrorism 2.8 Spitzer scandal 4.8 Pope visits US 4.6
5 Heath Ledger dies 1.4 NIU shootings 2.7 Iraq policy debate 2.8 Iraq War - policy debate 3.3
6 Kenya election/violence 1.3 Cuba 2.2 Midwest storms 2.5 Airplane safety 3.2
7 Baseball Steroids
Pakistan 1.1 Scandal 1.8 China 1.7 2008 Olympics 2.6
8 Kosovo declares
Iran 0.8 independence 1.8 Iraq War homefront 1.3 Global food shortage 2.4
9 Missing Marine Maria
Lauterbach 0.7 Pakistan 1.6 Gas/oil prices 1.2 Gas/oil prices 2.3
10 China 0.7 Events in Iraq 1.5 UNC Student Killed 1.2 Events in Iraq 1.6
*Iraq War combined 3.0% *Iraq War combined 2.6% *Iraq War combined 9.3% *Iraq War combined 6.0%
* US Economy * US Economy * US Economy * US Economy
combined 13.7 combined 5.8 combined 13.8 combined 8.5
*Election combined 46.1 *Election combined 39.4 *Election combined 31.5 *Election combined 25.0
May June July August
Rank
Story Story Story Story
1 2008 Presidential race 25.4% 2008 Presidential race 22.3% 2008 Presidential race 24.8% 2008 Presidential race 32.8%
2 Myanmar cyclone 7.5 Violent summer weather 10.7 US Economy 10.0 2008 Olympics 16.5
3 Chinese earthquake 6.6 Gas/oil prices 9.5 Gas/oil prices 5.5 Georgia/Russia conflict 6.4
4 Fannie Mae/Freddie
Gas/oil prices 6.0 US Economy 5.3 Mac bailout 3.0 US Economy 3.2
5 US Economy 3.6 Tim Russert 3.4 Iran 2.3 Tropical Storm Fay 2.7
6 Scott McClellan's book 3.4 Afghanistan 2.7 California wildfire 2.3 China 2.1
7 Boy Scout camp hit by
Ted Kennedy's health 3.3 tornado 2.1 Tropical Storm Dolly 2.2 Domestic terrorism 2.0
8 Warren Jeffs and Texas American hostages
raid 2.5 Domestic terrorism 2.1 rescued in Colombia 2.0 Gas/oil prices 2.0
9 Events in Iraq 1.8 Zimbabwe elections 2.0 Events in Iraq 1.5 Hurricane Gustav 1.9
10 Iowa, Minn. tornadoes 1.2 Events in Iraq 1.4 Salmonella in tomatoes 1.5 Russia 1.6
*Iraq War combined 3.3% *Iraq War combined 2.6% *Iraq War combined 3.6% *Iraq War combined 2.3%
* US Economy * US Economy * US Economy * US Economy
combined 9.6 combined 14.8 combined 18.9 combined 5.4
*Election combined 25.4 *Election combined 22.3 *Election combined 24.8 *Election combined 32.8
September October November December
Rank
Story Story Story Story
1 2008 Presidential race 41.1% 2008 Presidential race 49.2% Obama administration 20.8% Financial Crisis 14.8%
2 Financial Crisis 24.3 Financial Crisis 24.7 Financial Crisis 19.0 US auto industry 10.7
3 Hurricane Ike 6.5 US Economy 1.9 2008 Presidential race 8.2 Blagojevich scandal 8.9
Presidential election
4
Hurricane Gustav 4.4 Afghanistan 1.0 results 8.0 Obama administration 7.6
5 Sept. 11 anniversary 1.4 SoCal wildfires 0.9 US auto industry 6.0 Holiday season 5.3
6 Hurricane Hanna 1.4 Gas/oil prices 0.8 Mumbai terror attacks 4.5 Mumbai terror attacks 3.7
Congressional Political
7
US Economy 1.0 corruption scandals 0.8 SoCal wildfires 2.2 Israel/Palestine conflict 3.3
8 Pakistan 0.9 US auto industry 0.8 Holiday season 1.4 Severe Winter Weather 2.8
2008 Congressional Congressional election
9
Afghanistan 0.9 campaigns 0.8 results 1.2 Madoff banking scam 2.7
Fannie Mae/Freddie
10
Mac bailout 0.8 Events in Iraq 0.7 Events in Iraq 1.2 New 111th Congress 2.4
*Iraq War combined 1.5% *Iraq War combined 1.3% *Iraq War combined 1.6% *Iraq War combined 2.6%
* US Economy * US Economy * US Economy * US Economy
combined 26.7 combined 28.2 combined 25.8 combined 26.2
*Election combined 41.1 *Election combined 49.2 *Election combined 37.0 *Election combined 8.2

12
Network TV – Broad Story Topic
(Percent of Newshole)
Year End Evening (ABC, ABC CBS NBC PBS
Topic All Morning
Rank CBS, NBC) Total Total Total Evening
1 Elections/Politics 30.0% 35.5% 25.5% 30.7% 28.6% 31.2% 29.2%
2 Economics 12.7 10.9 12.3 12.4 11.8 10.8 17.0
3 Foreign (Non-US) 8.1 5.7 7.9 6.9 6.2 7.4 13.2
4 Disasters/Accidents 5.7 8.0 5.4 7.0 6.6 6.2 2.1
5 US Foreign Affairs 5.6 3.5 5.3 4.1 4.4 4.8 10.3
6 Business 4.4 3.9 5.2 4.4 5.3 4.2 3.5
7 Crime 4.3 6.4 3.6 4.7 4.9 5.0 2.0
8 Health/Medicine 4.2 1.9 7.2 4.8 5.2 4.3 2.0
9 Miscellaneous 3.7 7.2 2.1 5.0 4.5 4.0 0.7
10 Government 3.4 3.4 3.2 3.0 3.4 3.5 3.8
11 Lifestyle 3.1 2.9 4.0 3.8 3.6 3.1 1.5
12 Additional Domestic Affairs 2.1 0.8 3.5 2.2 2.3 2.1 1.6
13 Sports 2.1 2.5 2.3 2.3 2.3 2.7 0.6
14 Environment 1.8 0.8 2.4 1.3 1.6 2.1 2.4
15 Defense/Military (Domestic) 1.5 0.8 2.0 1.2 1.9 1.2 1.8
16 Transportation 1.4 1.6 1.8 1.5 1.7 1.8 0.5
17 Science/Technology 1.1 0.8 1.6 1.3 1.1 1.2 0.9
18 Domestic Terrorism 0.9 0.5 0.8 0.7 0.7 0.6 1.9
19 Education 0.8 <0.1 1.1 0.5 0.7 0.7 1.6
20 Media 0.8 0.6 0.8 0.4 0.6 1.1 1.0
21 Race/Gender/Gay Issues 0.7 0.4 0.8 0.6 0.6 0.7 1.3
22 Religion 0.6 0.6 0.7 0.6 0.9 0.5 0.4
23 Celebrity/Entertainment 0.5 1.1 0.3 0.6 0.9 0.5 <0.1
24 Immigration 0.1 <0.1 0.3 0.1 0.2 0.2 <0.1
25 Court/Legal System 0.1 <0.1 0.1 0.1 <0.1 0.1 0.4
26 Development/Sprawl 0.1 0 0.1 0 0 0.1 0.1

Network TV - Geographic Focus

(Percent of Newshole)

Evening (ABC,
Geographic Focus All Morning ABC Total CBS Total NBC Total PBS Evening
CBS, NBC)
US National 81.4% 86.3% 81.8% 84.6% 85.1% 82.2% 71.3%
US Interests Abroad 10.5 8.0 10.3 8.6 8.7 10.4 15.5
Foreign (Non-US) 8.1 5.7 7.9 6.9 6.2 7.4 13.2
No Specific Geographic Focus 0.1 0 <0.1 0 0 <0.1 0

Network TV - Format
(Percent of Newshole)

Evening (ABC,
Format All Morning ABC Total CBS Total NBC Total PBS Evening
CBS, NBC)
Package 58.2% 44.5% 80.6% 66.4% 65.3% 59.5% 36.2%
Interview 28.3 36.2 8.5 19.5 21.7 23.2 55.6
Anchor Read (Voice-Over/Tell
7.6 7.9 7.7 7.2
Story) 7.7 8.3 7.3
Staff live 3.8 6.8 2.8 3.5 3.4 6.9 0.4
Other (Banter, Weather, Don’t
4.8 <0.1 2.7 2.1 2.0 0
Know) 1.8
Live (event or external live) 0.2 0.2 0.2 0.2 0.3 <0.1 0.3
Unedited Audio/Video 0.1 4.75 <0.1 0.1 <0.1 <0.1 0.2

13
 Cable TV
Cable TV - Top Stories
(Percent of Newshole)
Year End Rank Story All Daytime Evening CNN Fox News MSNBC
1 2008 Presidential race 53.9% 31.8% 59.7% 50.5% 48.0% 67.0%
2 Financial Crisis 5.2 7.2 4.6 6.0 5.3 3.8
3 Obama administration 3.7 3.0 3.9 4.3 3.0 3.9
4 US Economy 1.8 3.5 1.3 2.8 1.6 0.5
5 Blagojevich scandal 1.7 1.3 1.9 1.7 1.5 2.0
6 US auto industry 1.7 2.4 1.5 1.7 1.5 1.9
7 Immigration 1.3 0.4 1.6 2.7 0.8 0.1
8 Gas/oil prices 1.1 2.0 0.9 1.0 1.7 0.4
9 Mumbai terror attacks 1.0 1.1 0.9 1.5 0.8 0.4
10 Presidential election results 0.9 0.5 1.0 0.7 1.1 1.1
Iraq War combined* 1.6% 1.3% 1.7% 1.5% 2.1% 1.2%
US Economy combined† 9.9 15.3 8.5 11.7 10.4 6.6
Election combined‡ 58.5 35.3 64.7 55.5 52.0 72.0
Note: All other stories were less than 0.9% for all cable TV for the year.
*Iraq War includes stories about Iraq policy debate, events in Iraq, and the impact of the war in the U.S.
†US Economy includes stories about the financial crisis, U.S. economy, gas/oil prices, auto industry, and Freddie Mac/Fannie Mae
‡ Election includes stories about the campaign, results and the transition

14
Cable TV – Top Stories by Month
(Percent of Newshole)

Rank January February March April

Story Story Story Story
1 2008 Presidential race 68.2% 2008 Presidential race 66.5% 2008 Presidential race 64.8% 2008 Presidential race 59.5%
2 Kosovo declares Warren Jeffs and Texas
US Economy 5.4 independence 1.9 Spitzer scandal 8.5 raid 5.4
3 Missing Marine Maria
Lauterbach 2.8 US Economy 1.8 US Economy 3.9 Pope visits US 3.8
4 Southern Tornadoes on
Iran 1.6 Super Tuesday 1.7 Events in Iraq 1.8 Iraq policy debate 2.7
5 Baseball Steroids
Heath Ledger dies 1.4 Scandal 1.6 Immigration 1.7 Immigration 2.5
6 Missing pregnant
Immigration 1.4 woman in Ohio 1.6 Iraq policy debate 1.2 US Economy 1.8
7 2008 State of the Union 1.2 NIU shootings 1.6 Midwest storms 1.0 2008 Olympics 1.4
8 Domestic terrorism 1.1 Immigration 1.6 UNC student killed 0.7 Airplane safety 1.4
9 Missing Marine Maria
Events in Iraq 0.6 Afghanistan 1.2 Times Square blast 0.7 Lauterbach 1.4
10 Iraq policy debate 0.6 Domestic terrorism 1.2 Domestic terrorism 0.6 Events in Iraq 1.1
Iraq War combined 1.4% Iraq War combined 1.3% Iraq War combined 3.3% Iraq War combined 4.2%
US Economy combined 5.6 US Economy combined 1.9 US Economy combined 4.1 US Economy combined 2.5
Election combined 68.2 Election combined 66.5 Election combined 64.8 Election combined 59.5
May June July August
Rank
Story Story Story Story
1 2008 Presidential race 64.1% 2008 Presidential race 55.2% 2008 Presidential race 54.1% 2008 Presidential race 61.4%
2 Scott McClellan's book 6.2 Violent summer weather 6.9 Gas/oil prices 3.6 Georgia/Russia conflict 6.4
3 Ted Kennedy's health 2.3 Tim Russert dies 4.7 US Economy 3.2 John Edwards’ affair 5.0
4 Immigration 2.2 Gas/oil prices 4.5 Caylee Anthony 2.3 Caylee Anthony 3.7
5 American hostages
Gas/oil prices 1.8 Immigration 1.6 rescued in Colombia 2.1 Tropical storm Fay 1.6
6 Myanmar cyclone 1.5 Domestic terrorism 1.5 Iran 2.1 Immigration 1.5
7 Warren Jeffs and Texas
raid 1.3 US Economy 1.4 Energy 1.6 2008 Olympics 1.1
8 Boy Scout Camp in
US Economy 1.3 Iowa hit by tornado 1.2 Domestic terrorism 1.4 US Economy 1.1
9 Chinese Earthquake 1.3 Salmonella in tomatoes 1.2 Missing girl in VT 1.3 Gas/oil prices 1.0
10 Iraq policy debate 0.7 Afghanistan 0.9 California wildfires 1.2 Anthrax case 0.9
Iraq War combined 1.5% Iraq War combined 1.6% Iraq War combined 1.5% Iraq War combined 1.5%
US Economy combined 3.1 US Economy combined 6.0 US Economy combined 7.8 US Economy combined 2.2
Election combined 64.1 Election combined 55.2 Election combined 54.1 Election combined 61.4
September October November December
Rank
Story Story Story Story
1 2008 Presidential race 59.8% 2008 Presidential race 74.2% Obama administration 32.4% Blagojevich scandal 21.8%
2 Financial Crisis 21.6 Financial Crisis 18.1 Financial Crisis 11.8 Obama administration 15.8
3 Hurricane Ike 4.8 Immigration 0.8 Mumbai terror attacks 10.8 US auto industry 13.1
2008 Congressional
4
Hurricane Gustav 4.3 Campaigns 0.7 2008 Presidential race 9.6 Financial Crisis 9.9
Fannie Mae/Freddie Congressional political
5
Mac bailout 0.7 corruption scandals 0.6 Pres. election results 9.1 Pres. election results 3.1
6 US Economy 0.6 Missing persons general 0.4 US auto industry 7.7 Bush's last days in WH 2.4
Congressional Election
7
Iran 0.5 US Economy 0.3 Results 3.4 Holiday season 2.4
8 North Korea 0.5 Gas/oil prices 0.3 New 111th Congress 1.7 Israel/Palestine conflict 2.4
Same-sex marriage
9
Immigration 0.4 Tim Mahoney scandal 0.3 debate 1.1 Madoff banking scam 2.3
2008 Congressional
10
General War on Terror 0.4 Events in Iraq 0.3 Campaigns 0.8 Caylee Anthony 2.2
Iraq War combined 0.7% Iraq War combined 0.5% Iraq War combined 0.8% Iraq War combined 1.3
US Economy combined 23.4 US Economy combined 18.9 US Economy combined 20.2 US Economy combined 23.3
Election combined 59.8 Election combined 74.2 Election combined 51.1 Election combined 19.1

15
Cable TV – Broad Story Topic
(Percent of Newshole)
Year End Rank Topic All Daytime Evening CNN Fox News MSNBC
1 Elections/Politics 56.2% 32.5% 62.4% 52.2% 51.0% 69.1%
2 Economics 8.0 11.9 6.9 9.3 8.1 5.8
3 Crime 6.4 13.5 4.6 5.4 9.1 4.4
4 US Foreign Affairs 4.6 5.1 4.5 5.3 5.5 2.4
5 Government 4.6 4.5 4.6 4.9 3.7 5.4
6 Disasters/Accidents 3.2 7.9 2.0 3.6 3.3 2.4
7 Foreign (Non-US) 2.9 4.9 2.4 3.8 3.3 1.1
8 Business 2.5 4.4 1.9 3.2 2.2 1.7
9 US Miscellaneous 1.5 3.8 0.9 1.3 1.8 1.3
10 Media 1.4 0.3 1.6 0.8 1.7 1.6
11 Immigration 1.1 0.4 1.3 2.2 0.8 0.1
12 Defense/Military (Domestic) 1.0 1.5 0.9 1.2 1.1 0.6
13 Additional Domestic Affairs 1.0 1.3 0.9 1.4 1.0 0.3
14 Domestic Terrorism 0.9 1.0 0.9 0.6 1.3 0.9
15 Environment 0.7 1.0 0.6 0.7 0.8 0.3
16 Race/Gender/Gay Issues 0.7 0.5 0.7 0.5 0.9 0.5
17 Lifestyle 0.6 0.9 0.5 0.6 1.0 0.2
18 Religion 0.6 0.4 0.6 0.6 0.6 0.3
19 Health/Medicine 0.5 0.9 0.5 0.9 0.3 0.3
20 Celebrity/Entertainment 0.5 0.9 0.4 0.3 0.9 0.3
21 Transportation 0.4 0.9 0.3 0.5 0.5 0.3
22 Sports 0.3 0.9 0.2 0.3 0.3 0.4
23 Education 0.2 0.3 0.2 0.2 0.4 0.1
24 Science/Technology 0.2 0.5 0.1 0.2 0.2 0.1
25 Court/Legal System 0.1 <0.1 0.1 <0.1 0.1 <0.1
26 Development/Sprawl <0.1 <0.1 <0.1 0 <0.1 <0.1

Cable TV - Geographic Focus

(Percent of Newshole)

Geographic Focus All Daytime Evening CNN Fox News MSNBC

US National 89.9% 87.3% 90.5% 87.7% 88.9% 94.5%
US Interests Abroad 7.2 7.8 7.1 8.6 7.8 4.3
Foreign (Non-US) 2.9 4.9 2.4 3.8 3.3 1.1
No Specific Geographic Focus 0 0 0 0 0 0

Cable TV - Format
(Percent of Newshole)

Format All Daytime Evening CNN Fox News MSNBC

Interview 46.1% 38.0% 48.1% 31.1% 46.3% 67.8%
Package 25.9 11.3 29.9 39.0 24.1 9.2
Staff Live 14.5 26.9 11.3 15.8 17.2 9.0
Anchor Read (Voice-Over/Tell Story) 8.6 10.5 8.2 8.8 8.6 8.5
Live (Event or External Live) 4.1 11.1 2.2 4.5 3.2 4.7
Other (Banter, Weather, Don't Know) 0.7 2.3 0.2 0.7 0.7 0.6
Unedited Audio/Video 0.1 0.1 0.1 0.2 <0.1 0.2

16
 Radio
Radio - Top Stories
(Percent of Newshole)
Year End Talk News NPR’s
Rank Story All Headlines Morning
Overall Talk Conservative Talk Liberal Talk
Edition
1 2008 Presidential race 38.9% 55.4% 54.9% 56.3% 15.2% 18.3%
2 Financial Crisis 5.1 3.5 3.3 3.9 8.0 6.8
3 US Economy 2.9 1.2 1.4 0.8 7.0 4.2
4 Obama administration 2.4 2.8 2.8 2.9 1.5 2.0
5 Gas/oil prices 1.8 1.5 1.4 1.5 3.8 1.6
6 US auto industry 1.5 1.5 0.7 2.8 2.1 1.1
7 Events in Iraq 1.4 0.2 0.1 0.2 1.6 3.8
8 Domestic terrorism 1.3 1.0 0.3 2.3 1.6 1.7
9 Presidential Election Results 1.1 1.6 1.7 1.3 0.3 0.7
10 Blagojevich scandal 1.1 1.6 1.6 1.4 0.6 0.5
Iraq War combined* 2.7% 0.9% 0.7% 1.3% 2.7% 6.1%
US Economy combined† 11.7 7.9 7.2 9.3 21.4 14.3
Election combined‡ 42.4 59.9 59.6 60.4 17.0 21.0
Note: All other stories were less than 1.1% for all radio for the year.
*Iraq War includes stories about Iraq policy debate, events in Iraq, and the impact of the war in the U.S.
†US Economy includes stories about the financial crisis, U.S. economy, gas/oil prices, auto industry, and Freddie Mac/Fannie Mae
‡ Election includes stories about the campaign, results and the transition

17
Radio – Top Stories by Month
(Percent of Newshole)

Rank January February March April

Story Story Story Story
1 2008 Presidential race 49.2% 2008 Presidential race 52.7% 2008 Presidential race 48.8% 2008 Presidential race 39.7%
2 US Economy 7.4 US Economy 3.8 Spitzer scandal 6.3 US Economy 3.9
3 Domestic terrorism 2.7 Cuba 2.0 US Economy 5.7 Iraq policy debate 3.5
4 2008 State of the Union 1.7 Domestic terrorism 2.0 Events in Iraq 3.1 Pope visits US 3.3
5 Events in Iraq 1.7 Pakistan 2.0 Iraq policy debate 2.5 Global Warming 3.1
6 Kosovo declares
Iraq policy debate 1.2 independence 1.8 Gas/oil prices 1.6 Gas/oil prices 2.6
7 Global Warming 1.2 Events in Iraq 1.7 Afghanistan 1.6 Energy 2.5
8 Bush’s Middle East trip 1.1 Oscar Awards 1.5 Israel/Palestine conflict 1.5 Airplane safety 1.8
9 NFL playoffs/Super NFL playoffs/Super
Bowl 0.8 Bowl 1.3 War in Terror general 1.4 Domestic terrorism 1.8
10 Kenya election/violence 0.7 William Buckley dies 1.3 China 1.2 Global food shortage 1.7
Iraq War combined 3.1% Iraq War combined 2.5% Iraq War combined 6.6% Iraq War combined 5.9%
US Economy combined 7.8 US Economy combined 3.9 US Economy combined 7.4 US Economy combined 6.5
Election combined 49.2 Election combined 52.7 Election combined 48.8 Election combined 39.7
May June July August
Rank
Story Story Story Story
1 2008 Presidential race 48.5% 2008 Presidential race 35.1% 2008 Presidential race 31.9% 2008 Presidential race 42.6%
2 Myanmar cyclone 2.9 Gas/oil prices 5.0 Gas/oil prices 5.3 Georgia/Russia conflict 9.3
3 Scott McClellan's book 2.8 Violent summer weather 3.7 US Economy 3.3 2008 Olympics 6.2
4 Fannie Mae/Freddie
US Economy 2.5 Domestic terrorism 3.4 Mac bailout 2.4 John Edwards’ affair 3.2
5 Chinese Earthquake 2.5 US Economy 2.7 Energy 2.3 Gas/oil prices 2.2
6 Gas/oil prices 2.4 DC gun ban struck down 2.1 Events in Iraq 2.3 US Economy 1.9
7 Global Warming 1.8 Global Warming 1.9 Domestic terrorism 2.0 Anthrax case 1.6
8 Ted Kennedy's health 1.7 Events in Iraq 1.9 Iran 2.0 Energy 1.6
9 Same-sex marriage
debate 1.7 Energy 1.4 2008 Olympics 1.4 Pakistan 1.5
10 Events in Iraq 1.2 Tim Russert dies 1.3 Global Warming 1.3 Domestic terrorism 1.3
Iraq War combined 2.3% Iraq War combined 2.8% Iraq War combined 2.5% Iraq War combined 1.6%
US Economy combined 4.9 US Economy combined 7.7 US Economy combined 11.1 US Economy combined 4.4
Election combined 48.5 Election combined 35.1 Election combined 31.9 Election combined 42.6
September October November December
Rank
Story Story Story Story
1 2008 Presidential race 45.8% 2008 Presidential race 58.3% Obama administration 20.7% Blagojevich scandal 13.7%
2 Financial Crisis 20.8 Financial Crisis 17.1 Financial Crisis 13.8 Financial Crisis 12.1
Congressional political
3
Hurricane Ike 2.8 corruption scandals 1.2 Pres. Election Results 13.5 US auto industry 11.9
4 Hurricane Gustav 2.8 US Economy 1.2 2008 Presidential race 8.4 Obama administration 11.0
5 Sept. 11 anniversary 2.1 CA wildfires 1.1 US auto industry 5.8 Holiday season 4.4
Fannie Mae/Freddie Congressional Election
6
Mac bailout 2.0 US auto industry 0.7 Results 2.7 Israel/Palestine conflict 4.0
7 Pakistan 0.8 Baseball World Series 0.7 New 111th Congress 2.6 Madoff banking scam 3.6
8 US Economy 0.7 Tim Mahoney scandal 0.7 Mumbai terror attacks 2.4 Mumbai terror attacks 2.6
Same-sex marriage
9
Events in Iraq 0.7 Gas/oil prices 0.5 debate 1.4 Pres. Election Results 1.9
10 Iran 0.6 Supreme Court actions 0.5 SoCal wildfires 1.1 Bush's last days in WH 1.9
Iraq War combined 0.8% Iraq War combined 0.5% Iraq War combined 0.9% Iraq War combined 2.3%
US Economy combined 24.2 US Economy combined 19.4 US Economy combined 20.0 US Economy combined 24.7
Election combined 45.8 Election combined 58.3 Election combined 42.6 Election combined 12.9

18
Radio – Broad Story Topic
(Percent of Newshole)

Year End Talk News NPR’s Morning

Rank Topic All Conservative Headlines Edition
Overall Talk Liberal Talk
Talk
1 Elections/Politics 41.6% 59.5% 59.9% 58.8% 16.0% 19.3%
2 Economics 9.7 6.1 5.7 6.7 19.1 12.1
3 Foreign (Non-US) 7.6 1.1 1.5 0.3 7.0 20.3
4 Media 5.5 9.4 10.1 8.0 0.2 0.5
5 US Foreign Affairs 5.1 2.8 2.9 2.8 5.7 9.3
6 Government 3.8 3.8 2.6 6.0 4.6 3.4
7 Crime 3.6 3.0 3.4 2.2 6.6 3.3
8 Business 2.9 1.6 1.1 2.5 5.7 4.2
9 Lifestyle 2.4 1.2 1.4 0.7 3.5 4.2
10 Environment 2.3 2.5 2.7 2.1 1.0 2.5
11 Disasters/Accidents 2.3 0.5 0.4 0.5 7.5 3.3
12 Additional Domestic Affairs 1.9 1.6 1.7 1.4 2.4 2.2
13 Health/Medicine 1.6 0.8 1.1 0.5 4.9 1.7
14 US Miscellaneous 1.5 1.0 1.0 1.1 3.4 1.3
15 Domestic Terrorism 1.3 0.9 0.6 1.6 1.5 1.9
16 Race/Gender/Gay Issues 1.3 1.6 1.4 1.8 0.7 1.0
17 Sports 1.1 0.7 0.3 1.3 2.1 1.5
18 Defense/Military (Domestic) 1.0 0.5 0.4 0.7 1.4 1.7
19 Science/Technology 0.8 0.1 0.1 0.2 1.2 2.0
20 Transportation 0.8 0.4 0.5 0.2 2.4 1.0
21 Immigration 0.5 0.3 0.5 0 0.3 1.1
22 Religion 0.5 0.4 0.5 0.2 0.8 0.6
23 Education 0.4 0.1 <0.1 0.2 0.7 0.9
24 Celebrity/Entertainment 0.3 0.2 <0.1 0.4 1.2 0.3
25 Court/Legal System 0.1 <0.1 0.1 0 0.2 0.2
26 Development/Sprawl <0.1 0 0 0 <0.1 0.1

Radio - Geographic Focus

(Percent of Newshole)

Geographic Focus All Talk News NPR’s Morning

Overall Talk Conservative Talk Liberal Talk Headlines Edition
US National 83.5% 93.8% 93.1% 95.2% 83.2% 63.6%
US Interests Abroad 9.0 5.1 5.4 4.5 9.7 16.1
Foreign (Non-US) 7.6 1.1 1.5 0.3 7.0 20.3
No Specific Geographic Focus <0.1 0 0 0 0.1 0.1

Radio - Format
(Percent of Newshole)

Format All Talk News NPR’s Morning

Overall Talk Conservative Talk Liberal Talk Headlines Edition
Talk Radio w/o Audio Clips 22.3% 39.3% 36.6% 44.1% 0% 0%
Talk Radio w/Audio Clips 28.1 49.5 55.6 38.7 0 0
Package 25.2 <0.1 <0.1 <0.1 56.7 58.7
Interview 11.0 10.7 7.3 16.7 0.3 16.8
Staff Live 7.9 0.1 0.1 0 24.4 15.1
Anchor Read (Voice-Over/Tell Story) 4.9 0 0 0 16.8 8.8
Live (Event or External Live) 0.5 0.1 0.2 0 1.8 0.7
Unedited Audio/Video 0.2 0.4 0.3 0.5 0 0
Other (Banter, Weather, Don't Know) 0 0 0 0 0 0

19
 Election Coverage
2008

Amount of News Coverage by Outlet

Percent of Campaign Stories where Each Candidate was a Significant Presence
January 1 – November 3, 2008
Candidate
Media Sector Obama McCain
All Media 60.3% 38.7%
Newspapers 64.8 41.3
Online 67.6 43.0
Network Total (ABC, CBS and NBC) 60.5 37.7
Network Morning TV 63.2 35.8
Network Evening TV (w/o PBS) 57.9 39.5
ABC Total 62.9 36.5
NBC Total 59.5 37.8
CBS Total 59.3 38.6
Cable Total 61.0 39.9
Cable Daytime 55.5 39.4
Cable Evening 62.0 40.0
CNN Total 60.4 40.4
MSNBC Total 62.2 38.8
Fox News Total 60.8 40.3
Radio 52.0 31.4

A candidate is considered a significant presence if 25% or more of the story is about her or him.

20
 Tone of Campaign Coverage by Outlet
Percent of Campaign Stories with a Tone
September 8 – November 2, 2008
Network Total Network
(ABC, CBS and Network Evening TV
Overall Newspapers Online NBC) Morning TV (W/O PBS) ABC Total NBC Total CBS Total
% of % of % of % of % of % of % of % of % of
stories stories stories stories stories stories stories stories stories
# of with # of with # of with # of with # of with # of with # of with # of with # of with
Candidate Tone stories tone stories tone stories tone stories tone stories tone stories tone stories tone stories tone stories tone
Obama Positive 359 38.5% 42 50.0% 36 47.4% 95 40.9% 38 38.8% 50 43.5% 31 46.3% 29 40.8% 28 37.3%
Neutral 320 34.3 23 27.4 23 30.3 90 38.8 39 39.8 43 37.4 19 28.4 31 43.7 32 42.7
Negative 254 27.2 19 22.6 17 22.4 47 20.3 21 21.4 22 19.1 17 25.4 11 15.5 15 20.0
Biden Positive 29 23.2 3 27.3 4 23.5 9 27.3 4 23.5 4 30.8 1 16.7 3 27.3 4 30.8
Neutral 57 45.6 6 54.5 6 35.3 17 51.5 8 47.1 7 53.8 4 66.7 5 45.5 6 46.2
Negative 39 31.2 2 18.2 7 41.2 7 21.2 5 29.4 2 15.4 1 16.7 3 27.3 3 23.1
McCain Positive 122 13.8 4 5.1 6 8.0 27 11.8 13 13.3 12 10.9 10 17.2 9 12.7 6 7.6
Neutral 259 29.4 24 30.4 21 28.0 71 31.0 28 28.6 35 31.8 15 25.9 24 33.8 24 30.4
Negative 500 56.8 51 64.6 48 64.0 131 57.2 57 58.2 63 57.3 33 56.9 38 53.5 49 62.0
Palin Positive 87 24.5 6 24.0 10 30.3 26 25.0 16 28.1 8 20.5 7 25.9 11 31.4 6 17.6
Neutral 128 36.1 9 36.0 8 24.2 42 40.4 20 35.1 17 43.6 9 33.3 13 37.1 15 44.1
Negative 140 39.4 10 40.0 15 45.5 36 34.6 21 36.8 14 35.9 11 40.7 11 31.4 13 38.2

Tone of Campaign Coverage by Outlet

Percent of Campaign Stories with a Tone
September 8 – November 2, 2008
Radio (excluding
Cable Total Cable Daytime Cable Evening CNN Total MSNBC Total Fox News Total Talk Radio)
% of % of % of % of % of % of % of
stories stories stories stories stories stories stories
# of with # of with # of with # of with # of with # of with # of with
Candidate Tone stories tone stories tone stories tone stories tone stories tone stories tone stories tone
Obama Positive 163 33.5% 18 26.5% 144 34.5% 70 38.3% 49 40.5% 44 24.2% 23 41.8%
Neutral 161 33.1 26 38.2 135 32.4 48 26.2 53 43.8 60 33.0 23 41.8
Negative 162 33.3 24 35.3 138 33.1 65 35.5 19 15.7 78 42.9 9 16.4
Biden Positive 11 19.0 3 30.0 8 16.7 6 24.0 2 13.3 3 16.7 2 33.3
Neutral 26 44.8 4 40.0 22 45.8 10 40.0 9 60.0 7 38.9 2 33.3
Negative 21 36.2 3 30.0 18 37.5 9 36.0 4 26.7 8 44.4 2 33.3
McCain Positive 71 15.8 21 33.9 50 12.9 27 15.4 11 9.0 33 21.6 14 29.2
Neutral 125 27.8 20 32.3 105 27.1 44 25.1 19 15.6 62 40.5 18 37.5
Negative 254 56.4 21 33.9 232 59.9 104 59.4 92 75.4 58 37.9 16 33.3
Palin Positive 42 23.5 8 32.0 34 22.1 13 21.7 9 15.5 20 32.8 3 21.4
Neutral 62 34.6 11 44.0 51 33.1 25 41.7 10 17.2 27 44.3 7 50.0
Negative 75 41.9 6 24.0 69 44.8 22 36.7 39 67.2 14 23.0 4 28.6

Note: Stories where candidate was not a significant presence were excluded from this table

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