AUDIENCE RECALL OF NEWS STORIES PRESENTED BY NEWSPAPER, COMPUTER, TELEVISION AND RADIO

This study reports results of a large-scale experiment in which subjects were exposed to news stories presented by one of four media. The goal was to provide both baseline data and a reasonably definitive answer as to the relative level of recall resulting from presentations by newspapers, computer screen, television and radio while controlling for other factors. Facts from news stories presented by newspaper or computer screen were recalled at a significantly higher level than were facts from the same stories when presented via radio or television. Somewhat surprisingly, results from computer screens were closer to newspapers than to television.