Hickory Algorithm Newsletter
Sharing a ChatGPT search with you
Where are people getting their news from?
by: Chris Goldby ∣ Hickory Algorithm
Any one else go down a rabbit hole during the holidays? I did and I wanted to share some of my finding with you. I asked my ChatGPT, Ghost, yes - I named my ChatGPT, Ghost 👻
After some tinkering with the question because sometimes ChatGPT will give you exactly what your looking for but, takes some fiddling to get to where you want to go BUT I eventually got to this:
“Where are people getting their news from?” - I asked.
Here is the information:
Here’s the most widely cited, reality-based breakdown of where people in the U.S. get their news today, using Pew Research–style averages from the last 1–2 years. These numbers are what media companies, advertisers, and broadcasters actually use when selling and planning.
I’ll give you percentages + context, because the why matters just as much as the what.
“What is Pew Research - is it biased?”- I asked.
⚖️
Is Pew Biased?
This is important.
Pew does not push ideology
Their job is to measure, not persuade
Their results often upset both political sides
That’s usually a sign of neutrality.
They publish results even when they contradict popular narratives.
WHERE AMERICANS GET THEIR NEWS (Approx.)
📱
Social Media — ~54–58%
Largest single source
Includes:
Facebook
YouTube
Instagram
TikTok
X (Twitter)
Why it dominates:
Passive consumption (scrolling)
Algorithm-driven exposure
Short-form + video-first
Local + national mixed together
📌 Facebook and YouTube alone account for the majority of this.
📺
Television — ~50–55%
Still extremely powerful, especially locally
Breakdown:
Local TV news > national cable
Older demographics dominate
High trust during emergencies & elections
Key insight:
TV is declining slowly — but local TV is declining MUCH slower than national TV.
🌐
News Websites & Apps — ~33–36%
Includes:
Publisher websites
Email newsletters (Substack included)
Google News
Apple News
Why this matters:
Highest intent users
More time spent per session
Strong SEO + credibility
📌 This is where newsletters punch way above their weight.
📻
Radio (AM/FM + Streaming) — ~18–22%
Includes:
Local radio
Talk radio
News radio
In-car listening
Smart speaker listening
Why radio still matters:
Commute time
Habit-driven
Local trust
Long-form attention
📌 Radio audiences are smaller but more loyal.
📰
Print (Newspapers & Magazines) — ~9–12%
Still relevant for:
Local credibility
Niche audiences
Older readers
Community trust
Declining, but high trust per reader.
Simple Breakdown
Source
% of Adults
Social Media~56%
Television~53%
Websites / Apps~35%
Radio~20%
Print~10%
(Totals exceed 100% because people use multiple sources.)
My Take:
Social media, I thought would be higher. 56% percent of all people use social media to get their news. Community pages are a huge deal. I know where I live there is a local Facebook group, a regional group, a group for our area small business owners, a group for our ward, and not to mention groups we have personal interests in.
Television is the one that stands out because I haven’t had cable in 17 years. I do think of all the people in my family that are dedicated to the television so like the 56% percent with social media, I can see 53% of people get their information from the television. How we feel about certain stations is for ourselves to decide but still, a large percentage of people say television is dead. If you view television as quality content, that is how it should be viewed and everyone wants quality content. For their business, for their entertainment and for their information.
Website/Apps are very low considering how often I’m told how great SEO can benefit my business and how everyone can make our websites better. You would think it would be higher than 35%. I honestly thought website scrolling was more of thing but, again, maybe I’m just around it so often and hear about so often.
Radio/Print/Streaming are holding strong for everyone telling me that it’s a dead industry. The problem is where is the next generation to do these things? They clearly are valuable to get others information. Hurricane Helene, every thing was out but, radio. 20% Radio and 10% print were people get their news.
Hope you enjoyed a trip down my ChatGPT Rabbit hole this week with the Hickory Algorithm.
I can create an advertising campaign for every single one of these but, my favorite custom campaigns include ALL of things - television (quality content), radio, digital, with all of them increasing reach to different potential clients.
Text/Call your boy if in the New Year you're hoping to get better eye balls on your business in Hickory and surrounding areas.
I can be your whole marketing department.
412-944-6800
💪
#fortheloveofthegame
This Month’s Creator Spotlight
Brandon Flowers
On the Hickory Algorithm stories and Substack notes during the month of January will feature the words of Brandon Flowers. One of my favorite singer songwriters and front man of The Killers. His writing has only gotten better as he has aged. Moving back to his tiny hometown after moving to Las Vegas to chase, achieve, and then leaving them behind. After the glitz and glam of the star lights of Las Vegas he moved his family back to their home town and created two of the best piece of work.
He has inspired me to base the main character of my screenplay on.
as he creates he helps me create.
Thank you Brandon Flowers.
💪
One a big rock and roll anthem:
Imploding the Mirage
One a small town return.
Pressure Machine
Last week:
The Hickory Algorithm
Chris Goldby is a writer, marketer, and multimedia storyteller based in Hickory, North Carolina. He owns The Hickory Algorithm, a multichannel marketing agency, serves as an Account Representative at WHKY TalkRadio, and is a contributing writer and Head of Documentary/Docuseries with Akula Literary Partners.
CONTACT ME:
chris@hickoryalgorithm.com
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