How do partisans react when their candidate wins or loses a gubernatorial election? Previous work shows that when parties win presidential elections, demand for their affiliated local newspapers decreases relative to the losing party’s newspapers. However, it is unclear if this negative link extends beyond presidential races into state-level elections. To test this relationship, we analyze demand for partisan and non-partisan newspapers in Virginia and New Jersey—two states that hold off-cycle gubernatorial elections with no competition from federal elections—from 1933 to 2005. We find demand for local newspapers associated with the winning party declines after gubernatorial elections compared to demand for other newspapers. The results also shed light on whether (and which) winning partisans are disengaging completely or shifting their consumption to independent newspapers. Taken together, our study suggests that state-level elections significantly influence local newspaper consumption and adds valuable local context to our understanding of the political dynamics of news demand.
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