To explore the impact of the press in Britain during the first New Labour administration, we used aggregate-level analysis to assess the relationship between the economic content of press and changes in the public's political and economic attitudes. We examine the effects on attitudes of economic coverage in the broadsheets, 'black top' and tabloid newspapers. The results suggest that the broadsheets and 'black tops' do exert an influence on voters' views, whereas the tabloids do not. The impact is, however, not global, but confined to particular segments of the population. The modest effects we have charted, nevertheless have important cumulative political significance in the medium-to long-term, and they put press influence into sharper and more realistic perspective than many current accounts. Methodologically our results suggest the need for further work to focus on press effects on specific groups of voters.Central to contemporary Britain politics is the relationship between the media and the political parties. The media lavish considerable attention on the personalities, policies and practices of national politicians, and, in turn, political parties expend a great deal of energy on media relations, image management and 'spin doctoring' (McNair, 2000). A central but largely unspoken assumption here is that the media in general, and the partisan press in particular, have either a potential or actual impact on the way the public think about and evaluate the political parties. But for those engaged in research in the area of 'media influence', this assumption is contested, and some contend that the evidence is too sketchy and the results too contradictory to make a definitive call on the overall potency of the press (Corner, 2000). Researchers have stopped asking whether the media generally, or the newspapers in particular, do or do not have an impact. Instead, they have begun to look at the complex and often situationally contingent relationship between media coverage and the public's political preferences.The question remains: what precisely are these contingencies and what can we say about the potency, or otherwise, of particular news messages? We sought to address these issues through the analysis of the aggregate relationship between newspaper output and changes in the public's political attitudes. The results show a complex pattern of influence. They suggest that there is still room for the notion that, in some clearly defined circumstances and for some important segments of the population, particular newspaper groups (though not all) make a significant contribution to the formation of public opinion.