Three Dollars a Mind

Turns out that armchair activists like yours truly, who sit and analyse issues and write op-eds, are not completely useless!

A new study by David Kirby, Emily Ekins and Alexander Coppock finds that op-eds (opinion pieces in newspapers) actually do end up persuading their readers. General readers are apparently persuaded in a larger number compared to ‘elites’, from a sample of US readers with different political leanings. While the observed effect of persuasion drops by half after 10 days of reading an op-ed, that effect lingered and lasted for much longer.

Analysing the costs of persuading a single reader, Kirby et al find that:

Based on the cost of producing an op-ed, the number of people likely to read it, and its ability to sway a reader’s opinion, the researchers estimated that an op-ed costs from about 50 cents to $3 per mind changed.

[Science Daily, April 24, 2018]

The key to this is to figure out how many people even read op-eds. Even in the United States, a New York Times op-ed can only hope to get 500,000 readers, and a Newsweek op-ed can get only about 50,000 readers. The numbers in India would be drastically smaller.

Ping me on twitter if you want to take a look at the full text of the paper.

Hat-tip to Raju Narisetti for sharing the paper on Twitter.

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