Are newspaper readers really smarter than everyone else? I’d like to think so.

My personal observation is that people who regularly read newspapers are also generally thinner, richer and better looking. But, of course, my opinion of these well educated, attractive, concerned and caring citizens like yourself, is likely somewhat biased. You can be the judge of that.

What is unbiased is a recent study commissioned by the Mississippi Press Association that found more than seven in 10 Mississippi adults read a printed daily, Sunday or weekly newspaper during an average week.

American Opinion Research of Princeton, N.J., conducted the Advertising and Media Use Survey through interviews with a random cell phone and landline sampling of Mississippi adults in April.

The report confirms what has long been believed about local newspapers in Mississippi: that they remain the primary source for local news and advertising information in the state.

As a local news source, the reach of local printed newspapers equaled that of local television news, both at 40 percent. However, local television is generally fragmented. Second was national television news at five percent, followed by Internet and radio tied at four percent. Social media edged in at one percent.

As a source for advertising information, printed newspapers dominate. More than half of all adults look at advertising to find out what’s on sale before shopping.

Of those respondents that use advertising for shopping information, almost half turn to their local newspaper, compared to 13 percent who use local TV. Ten percent use direct mail pieces.

Forty-six present of respondents made a purchase as a result of advertising in local newspapers compared to twenty-one percent for those who saw an advertisement on television, ten present who heard an ad on radio and five percent who saw an ad on billboards.

Other key findings from the survey:

• Newspaper readership in Mississippi is stronger among younger adults (18-34) than seen in most states. More than seven in 10 (72 percent) younger adults access a printed newspaper or a newspaper website weekly.

• Mississippi newspapers reach an average of two adults per every copy distributed.

• Newspapers are a stronger local news source in Mississippi than in many states; nationally, television is perceived by adults to be a better source.

• Almost six in 10 (57 percent) say printed newspapers are the one local advertising source they rely on most.

• Almost half of Mississippi Internet users (45 percent) visit a local newspaper website during an average month.

Not that any of this should come as a surprise to you as a regular newspaper reader. Those of us who still read a newspaper on a regular basis know that there is no better source for local news and information than your local newspaper.

Despite the advancements of the Internet and social media, local newspapers still provide the most in-depth, complete and comprehensive coverage of local issues than any other medium available.

I guess the only surprise to some might be how large our fraternity of readers remains.

Rick Reynolds is president/publisher of The Daily Leader. Contact him at rick.reynolds@dailyleader.com.