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Abstract
This study measured the believability of mass media and identified the mass medium of preference for news and advertising information among 492 rural or nonmetropolitan respondents in Texas. A large majority of respondents said they received most of their daily news and information from television, followed by newspapers, radio, and magazines, however, the highest percentage of respondents said they received most of their daily advertising information from newspapers followed by television and radio. There were differences in media preferences for advertising and news information based on respondents’ demographic variables. Television was the most believable mass medium for news, while newspapers were perceived as the most believable medium for advertising information. Media believability differed among respondents in relation to age and education.