Joe Cappo cited a Pew Research Center for the People and the Press survey done in June of 2002 in his book The Future of Advertising, and I felt it interesting to share with you.
May 1993 | April 1996 | April 1998 | April 2000 | April 2002 | |
| Local TV News | 77% | 65% | 64% | 56% | 57% |
| Cable TV News | — | — | — | — | 33 |
| Nightly network News | 60 | 42 | 38 | 30 | 32 |
| Network TV Magazines | 52 | 36 | 37 | 31 | 24 |
| Network Morning News | — | — | 23 | 20 | 22 |
| Radio | 47 | 14 | 49 | 43 | 41 |
| Call-in Radio Shows | 23 | 13 | 13 | 14 | 17 |
| National Public Radio | 15 | 13 | 15 | 15 | 16 |
| Newspaper | 58 | 50 | 48 | 47 | 41 |
| Online News | — | 2 | 13 | 23 | 25 |
The most interesting stat is the consistency of National Public Radio usage. Now, if you correlate NPR demographics, you might find a powerful audience for your product.
I will post this years numbers as I find them.