The Washington Post is the leading media source for all federal government leaders nationally, and the overwhelming #1 print and online source for “inside the beltway” opinion leaders, according to the 2011 Erdos & Morgan Opinion Leaders’ Survey, a leading syndicated study of media influence.
The study – covering both public and private sector opinion leaders – provides a detailed profile of media consumption habits across print, digital and television sources.
“These numbers show yet again that The Post is the top source for the nation’s capital and for those who care about the decisions made here,” said Steve Hills, President and General Manager of The Washington Post.
Detailed results from the new survey:
The Post is the #1 print and online media source for all federal government leaders.
77% of federal opinion leaders read The Post newspaper at least occasionally.
44% of federal leaders nationally visit The Post online every month, significantly higher than any other source.
The Post is the #1 print and online media source for all opinion leaders inside the beltway.
97% of all leaders inside the beltway – including both public and private sectors – read The Post newspaper at least occasionally.
62% of all leaders use The Post’s website every month, significantly higher than any other source.
The Post is #1 in print and online for government leaders inside the beltway.
98% of all beltway government leaders read The Post in print at least occasionally. 71% read The Post regularly.
57% of all beltway government leaders visit The Post’s website monthly, topping all others by big margins.
The Post is #1 online for regular usage among legislative branch leaders.
59% of all congressional leaders go to The Post’s website weekly.
52% said they visited The Post “yesterday,” with no other publication reaching 50% coverage on regular visits.
The Post is #1 in print and online among private associations nationally.
84% of association leaders surveyed read The Post newspaper and 63% visit The Post’s website at least occasionally.
The Erdos & Morgan Opinion Leaders study is a widely used survey of thought leaders in the U.S. and measures print, broadcast and online media. Results are based on 2,145 interviews with randomly selected opinion leaders, conducted from April through June, 2011. The margin of sampling error for the full poll is plus or minus 2.1 percentage points. It is larger for subgroups. “Regular” print readership is defined as using three out of every four issues; regular web usage defined as past 7-day or “yesterday” visits.