The Equaliser
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I actually think you've touched on it a bit there. It's easier to sway somebody who doesn't have an interest in politics through bombardment than somebody who does. Loads of people who don't have a real interest in politics vote, and loads of people who don't have a real interest in politics read news papers.
Correct. Seem to remember the Murdoch press having an influence on floating voters to get Blair elected in 1997. Of course the press can make a difference as many of their readers don't have a particular affiliation and are open to persuasion.