Trevor Cook on public relations, social media and politics

Personality, rather than demographics, predict media consumption

Dynamic optimists read newspapers according to a US study:

Optimists spend more time with newspapers than any other medium, and they probably recycle it, too. They’re 51% more likely to go out of their way to purchase recycled goods, 34% more likely to drive a luxury car and 30% more likely to have bought four or more PCs in the past two years.

Dynamic people rank as the largest group of newspaper readers, followed by leaders.

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