News We Can’t Use

In an age when the evening news can be spicier than a cable channel after midnight, most parents are concerned about their young children’s exposure to media coverage of the affair between President Clinton and Monica Lewinsky, according to a telephone poll commissioned by Cramer-Krasselt in Chicago.
What surprised Carol Bruckman, senior vice president and director of research at the agency, was that 46 percent of polled parents have taken no steps to limit how much coverage of the president’s sexual escapades their 3- to 12-year-olds watch.
“[These are] people who are disillusioned with institutions, with government and the media,” Bruckman suggested. “The effect is a kind of apathy.”
The polling was done through Market Facts’ “TeleNation” study, with 1,000 people surveyed over three days last month. C-K uses the information to keep track of societal attitudes and how they might affect the business of selling.
“It relates to people’s attitudes toward the media, and the places where we place our advertising,” Bruckman said. –Trevor Jensen