Does the New York Times Spread Ignorance and Apathy?

Technological advances over the past century have dramatically lowered the cost of transmitting information over large distances, allowing high quality national media such as the New York Times to enter local markets. However, consumers attracted to outside media may consume less local information and, as a result, disengage from local affairs. In the late 1990’s, the New York Times implemented a national distribution strategy, establishing or expanding home delivery in more than 100 cities across the country. Using longitud inal data on local newspaper circulation, Times penetration, and voting, we find that as the New York Times becomes more widely circulated in a market, sales of local newspapers to individuals targeted by the Times declines. Moreover, as Times penetration increases, college educated individuals targeted by the Times become less likely to vote in local elections. Although some consumers benefit from availability of outside media in local markets, “distraction” from local affairs is a possible negative consequence of modern information technology. We are grateful to Rachel Croson, Felix Oberholzer-Gee, and Jeff Milyo for helpful comments on earlier drafts.