but here's an informative, ongoing tally of endorsements of Kerry and Bush by newspapers in the US. So far, Kerry's way ahead in both the number of papers and their circulation. Also, a few of Kerry's endorsements are by papers that endorsed Bush four years ago, while Bush has no endorsements from previous Kerry endorsers.
Most people form their opinions through other media, probably, but given the tightness of the race, these endorsements may matter, to capture those undecided voters who read the papers. (Hard to imagine such a critter, but oh well.)