Public opinion polls have generally shown that official voter pamphlets are viewed by citizens as one of the most reliable and useful sources of voter information on ballot measures. A 1982 Mervin Field poll found that voters relied almost equally on newspapers and television as a source of information on ballot measures -- 31% and 30%, respectively. Voter pamphlets rated at 21%, oral discussions 5%, direct mail 5%, and radio 3%.

 

A 1990 Charlton Research Company survey found that newspapers and voter pamphlets were the most important sources of voter information on ballot measures, with 7 of 10 respondents sayings they were extremely or moderately important in their decisionmaking. television at 60%, slate cards at 55%, direct mail at 38%.

 

Especially in cases of lesser-known ballot measures, voter pamphlets may be a voter's only source of election information.