2009 Washington Leadership Study
The 2009 Washington Leadership study gives advertisers accurate, unbiased and timely information about a unique audience.
How the Study Was Conducted
- The survey was conducted by The Nielsen Company, the world's leading marketing and media information company.
- The study consists of 550 completed telephone interviews with top congressional staff and political appointees. This number represents a significant portion of the entire universe of Washington leaders.
- This universe is defined by the Federal and Congressional Leadership Directories.
- All interviews were recruited over the telephone; a portion were completed online.
- The interviews were conducted “blind,” to avoid any bias toward the survey sponsor.
- All answers reflect the respondents’ unaided and unprompted recall, unless otherwise noted.
- The survey measures publications read regularly as opposed to occasionally, in order to provide a more accurate picture of what publications are truly used consistently as sources of public affairs news and information. If a publication is read regularly, advertisers have a higher degree of reliability that they will reach their target audience with any one advertising insertion. "Regular" use is defined as consuming three out of four publication issues or televised programs.
Most important source of news and information about public affairs
1. Washington leaders say that daily newspapers followed by Internet Web sites are their two most important sources of news and information about public affairs, and The Washington Post and washingtonpost.com are the clear leaders in these categories.(See finding #2.)
| Daily Newspaper | 35% |
| Internet Web Site | 27% |
| Television Station | 11% |
| Radio Station | 8% |
| Capitol Hill Publication | 7% |
| Other Print Publication | 4% |
| E-mail Newsletter | 3% |
| Other Medium | 5% |
| Don't Know/Refuse | 1% |
Among All Washington Leaders
The Washington Post and washingtonpost.com are the most important sources for public affairs news
2. The Washington Post and washingtonpost.com were identified by 29% of Washington Leaders as the most important sources for public affairs news.
| The Washington Post | 29% |
| New York Times | 7% |
| CNN | 7% |
| Government Executive | 6% |
| FOX News | 4% |
| Congressional Quarterly | 3% |
| Wall Street Journal | 3% |
| Politico | 3% |
| WTOP | 2% |
| WAMU | 2% |
| NBC | 2% |
| NPR | 2% |
| Roll Call | 2% |
Among All Washington Leaders who identified a most important source. Responses for any media outlets publishing across multiple platforms are netted together. Media outlets with less than 2% mention are not shown.
Regular readership of daily newspapers by Washington Leaders
3. The Washington Post is read the most regularly by Washington Leaders.
| The Washington Post | 74% |
| New York Times | 21% |
| Wall Street Journal | 18% |
| Washington Times | 10% |
| USA Today | 5% |
| Financial Times | 3% |
| Express | 3% |
| Examiner | 2% |
| Other | 11% |
| None | 14% |
Among All Washington Leaders
Usage of Web sites by Washington Leaders
4. washingtonpost.com is the Web site used most often by Washington Leaders.
| washingtonpost.com | 69% |
| CNN.com | 60% |
| NewYorkTimes.com | 49% |
| MSNBC.com | 39% |
| WallStreetJournal.com | 38% |
| Politico.com | 37% |
| HuffingtonPost.com | 22% |
| DrudgeReport.com | 21% |
| USAToday.com | 20% |
| Slate.com | 16% |
| RealClearPolitics.com | 15% |
| Newsweek.com | 12% |
| Forbes.com | 11% |
Among All Washington Leaders, past 30 days
Responses to paid public policy messages
5. Washington Leaders respond to paid public policy messages in the past year.
| Took some action | 62% |
| Discussed issue with colleagues | 48% |
| Looked at a Web site | 36% |
| Looked for more information | 34% |
| Sent a copy | 27% |
| Clipped or saved the message | 22% |
| Used information to support your position | 17% |
| Used information in decision-making | 17% |
| Written a letter, memo or e-mail | 16% |
| Called a meeting | 7% |
| Called a phone number | 2% |
Among All Washington Leaders
Source: 2009 Washington Leadership Study, conducted by The Nielsen Company
