As the presidential campaign intensifies in its final weeks, conventional wisdom might suggest that voters in critical battleground states are solely focused on the election. However, readership data from leading local news publications in all seven battleground states tells a different story: while political news draws interest, economic issues are grabbing voters’ attention most consistently.
A case in point is the popularity of a story about supermarket chain Aldi’s plan to add 13,000 jobs this holiday season, with wages up to $23 per hour. This article was the most-read news story across several battlegrounds in the 24 hours following Tuesday’s presidential debate. The takeaway? Voters in these key states are placing economic issues at the forefront as they consider their options.
Aldi hiring plan This article was the most-read news story across several battlegrounds in the 24 hours following Tuesday’s presidential debate. The takeaway? Voters in these key states are placing economic issues at the forefront as they consider their options.Screenshot
The Economy as a Key Driver of Voter Attention
Economic concerns are particularly salient for two critical voter groups: young Black men and middle-aged and older White men. These demographics, viewed by political strategists as pivotal in shaping the outcome of battleground voting, are focused on their financial well-being.
In Pennsylvania, for example, the Aldi job announcement topped the reading lists for 18-29-year-old Black men along with a story about store closures, underscoring the primacy of jobs and wages in their daily concerns. White men over 40 were captivated by stories about a slate of businesses opening in a local market and a new ranking of overpriced family destinations.
This continues a trend that has been consistent throughout the year. Stories about the economy, particularly those with local relevance, are dominating the attention of key voter segments.
Local Perspectives, Trusted Voices, and the Power of Economic Storytelling
In the battle for voter attention, local angles and trusted voices play a pivotal role. Analysis of nearly 3,000 news articles read by 15.8 million Americans following Tuesday night’s presidential debate shows that stories with a local twist performed better than national headlines. Readers in battleground states are looking for content that speaks directly to their everyday lives, often framed by the economic realities of their communities.
For instance, the most-read political story in Wisconsin was about a bipartisan debate watch party, with participants discussing local community concerns. In Michigan, a story covering local debate takeaways generated nine times more interest than the average article. These insights demonstrate that local storytelling resonates deeply, often far more than national coverage.
Most-Read Local Political Headline by State
Election Coverage Takes a Backseat to Local Issues
While election-related content still draws attention, it often competes with other issues. For example, Taylor Swift’s endorsement of Kamala Harris garnered four times more interest than the debate itself.
News Reader Attention by Topic
While election-related content still draws attention, it often competes with other pressing issues. For example, Taylor Swift’s endorsement of Kamala Harris garnered four-times more interest than the debate itself.Advance Local Analysis
Swift’s endorsement aside, the data reveals that attention to the election, though significant, only slightly outpaces other content in battleground states.
Georgia, North Carolina, and Wisconsin show the highest engagement with election news, while Michigan lags, demonstrating a diverse set of voter priorities. Nonetheless, the economy, job creation, and local perspectives dominate the conversation, emphasizing the importance of keeping voters informed about the issues that matter most to them.
News Reader Attention by Battleground State
News Reader Attention By Battleground StateAdvance Local Analysis
The Path Forward: Harnessing the Power of Local Storytelling
In the closing weeks of the campaign, campaigns should heed the importance of local context and community perspectives. The economy is at the forefront of voter attention, particularly for key demographics in battleground states. By focusing on economic storytelling and ensuring that content speaks to local experiences, campaigns can more effectively connect with late-deciding voters who may just now be tuning into the race.
Understanding where voter attention lies—and leveraging trusted, local voices to address these concerns—will be key to engaging these critical segments.
Zach Silber is an advisor to Reckon. He works with media and communications companies and previously led the research and analytics team at one of the largest U.S. strategic communications firms.
This analysis included 2,904 news articles read by 15.8 million news readers on Wednesday, September 11th, 2024 – the day after the Presidential Debate – across USA Today and leading news sources in all seven battleground states, including the Arizona Republic, Detroit Free Press, Milwaukee Journal-Sentinel, MLive.com, PennLive.com, Reno-Gazette Journal, Savannah Morning News, and Wilmington Star-News.
