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P UBLIC A FFAIRS N EWS & I NFORMATION S OURCES

P UBLIC A FFAIRS N EWS & I NFORMATION S OURCES. 2005 Washington Leadership Study. Overview. An independent study on the use of major daily newspapers, Capitol Hill publications, the Internet, and television news as sources for news and information about public policy

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P UBLIC A FFAIRS N EWS & I NFORMATION S OURCES

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  1. PUBLICAFFAIRSNEWS&INFORMATION SOURCES 2005 Washington Leadership Study

  2. Overview An independent study on the use of major daily newspapers, Capitol Hill publications, the Internet, and television news as sources for news and information about public policy Conducted “blind” so that respondents did not know the study sponsor Based on interviews with 455 federal government leaders in both the Legislative and Executive Branches QSA Research is a full-service research and consulting firm based in Alexandria, Virginia serving business, government and non-profit organizations.

  3. Study Participants Executive Branch • Includes: • Senior Officials – Above highest ranking civil service • - Presidential and Schedule C appointees • - Senior Executive Service • - Military: Highest ranking uniformed officer in office • Respondents include: • - Cabinet secretaries and deputies • - Directors, commissioners, chiefs of staff Executive Office of the President Executive Office of the President Executive Branch (254 Interviews) Leadership at Executive Departments and Agencies Does NOT include: Junior staff members, Administrative personnel, interns etc... Executive Support Staff Administrative Support Staff

  4. United States Congress Legislative Branch (201 Interviews) Leadership at Legislative Offices and Committees Legislative Support Staff Administrative Support Staff Study Participants Legislative Branch • Includes: • Types of respondents • - Congressional staff • - Key aides speaking for Members of Congress • - Committee Staff Directors • Top aides/staff • - Press Secretaries • - Chiefs of Staff • - Legislative Directors/Assistants Does NOT include: Junior Staff Members Administrative Personnel Interns etc...

  5. Measurement Objectives Most important media information source Readership of print media Major daily newspapers Limited-circulation Capitol Hill publications Other publications read professionally Use of the Internet Viewing of TV news Responses to paid public policy messages

  6. PUBLIC AFFAIRS NEWS &INFORMATION SOURCES Media Sources Which is your single most important source of public affairs news and information?

  7. Q. Which is your single most important source of public affairs news and information? Most Important News Source • 48% named newspapers their single most important source for public affairs news and information • That is 2 1/2 times as many as named the Internet • It is nearly 4 times as many as named Hill publications and 6 times as many as named television Among All Washington Leaders Newspapers The Internet Hill Publications Television E-mail Newsletters Radio Other Publications

  8. Executive Branch Legislative Branch Q. Which is your single most important source of public affairs news and information? Most Important News Source • Newspapers dominate in both the Executive and Legislative Branches (48%) • One quarter of Legislative Branch leaders—but just 4% of Executive Branch leaders— consider Hill publications as their single most important source of public affairs news and information By Branch of Government Newspapers The Internet Hill Publications Television E-mail Newsletters Radio Other Publications

  9. PUBLIC AFFAIRS NEWS &INFORMATION SOURCES Newspapers What daily newspapers do you read regularly (3 out of 4 issues) when you are in Washington?

  10. Q. What daily newspapers do you read regularly when you are in Washington?* Regular Newspaper Readership* Among All Washington Leaders • Almost 9 out of 10 leaders read at least three out of four issues of the Washington Post • About one-third read the New York Times and one fifth read the Wall Street Journal on a regular basis The Washington Post New York Times Wall Street Journal Washington Times USA Today Express The Examiner *Note/ Regular readership is defined as reading at least three out of four issues

  11. Executive Branch Legislative Branch Q. What daily newspapers do you read regularly when you are in Washington?* Regular Newspaper Readership* By Branch of Government • The Washington Post is the only major newspaper that reaches almost nine in ten leaders in both branches of government • It is the only newspaper to reach at least half of Legislative Branch leaders and at least one fourth of Executive Branch leaders The Washington Post New York Times Wall Street Journal Washington Times USA Today *Note/ Regular readership is defined as reading at least three out of four issues

  12. Q. What daily newspapers do you read regularly when you are in Washington?* Regular Readership of The Washington Post* Among All Washington Leaders who read The Washington Post: By Issue Involvement • The Washington Post is a primary source for news and information for leaders in all areas of government policy Financial Services Communications Foreign Affairs Environment Defense Energy Health Care *Note/ Regular readership is defined as reading at least three out of four issues

  13. Q. What daily newspapers do you read regularly when you are in Washington?* Exclusive and Multi-Paper Readership Among All Washington Leaders • 38% of Washington leaders read the Washington Post exclusively • More than half (56%) of all Washington leaders read more than one daily newspaper Exclusive Regular Readership of The Washington Post Multi-Newspaper Readership None (1%) Exclusive Regular Readership of other Daily Newspapers *Note/ Regular readership is defined as reading at least three out of four issues

  14. Q. When you are in Washington and have time to read just one newspaper, which one do you read? "Busy Day" Exclusive Readership* Among All Washington Leaders who read more than one newspaper on a regular basis (56%) • When the 56% of all Washington leaders who read more than one daily newspaper on a regular basis were asked which newspaper they read when they “have time to read just one,” 67% (representing 38% of all leaders) named the Washington Post Washington Post - 67% New York Times 9% Other 11% Wall Street Journal 6% USA Today 1% Washington Times 6% *Note/ “Busy Day” Exclusive readers are defined as readers who turn to one particular newspaper when they only have time to read one.

  15. Q. When you are in Washington and have time to read just one newspaper, which one do you read? Exclusive and "Busy Day" Exclusive Readership Combined Among All Washington Leaders Busy Day Combined Busy Day Exclusive Exclusive Washington Post 38% 38% 76% New York Times 1% 5% 6% Wall Street Journal 2% 3% 5% Washington Times 2% 3% 5% USA Today 0% 1% 1% • Factoring in 38% exclusive regular readers and the 38% “busy day” exclusive Post readers, 76% of all leaders are exclusively reading The Washington Post on a “busy day”

  16. Q. What daily newspapers do you read regularly when you are in Washington?* Percentage of Regular Readers* of Other Major Newspapers Who Also Read the Post Among All Washington Leaders New York Times (32%) • The Washington Post reaches the vast majority of readers of other major daily newspapers • In fact, all but 4% of New York Times readers are also regular readers of The Washington Post USA Today (8%) Wall Street Journal (20%) Washington Times (17%) *Note/ Percent who read each newspaper regularly.

  17. Executive Branch Legislative Branch Q. When you are in Washington on a Sunday, which Sunday newspaper do you read? Regular Sunday Newspaper Readership* By Branch of Government • More than 4 out of 5 Executive Branch leaders read the Sunday Washington Post when they are in Washington on a Sunday • 68% of Legislative Branch leaders are regular readers of the Sunday Washington Post The Washington Post New York Times Washington Times The Examiner *Note/ Regular readership is defined as reading at least three out of four issues

  18. PUBLIC AFFAIRS NEWS &INFORMATION SOURCES Magazines etc. What magazines or Capitol Hill publications do you read regularly* when you are in Washington? *Note/ Regular readership is defined as reading at least three out of four issues

  19. Q. What Capitol Hill publications do you read regularly when you are in Washington?* • Roll Call (48%) and the Hill (42%) lead all Capitol Hill Publications, but neither reaches as many as half of all Washington leaders Regular Readership of Hill Publications* Among All Washington Leaders The Washington Post Roll Call The Hill Congress Daily Congressional Quarterly National Journal CQ Monitor *Note/ Regular readership is defined as reading at least three out of four issues Limited Circulation (25,000 - 50,000)

  20. Executive Branch Legislative Branch Q. What Capitol Hill publications do you read regularly when you are in Washington?* Regular Readership of Hill Publications* • The two leading Capitol Hill Publications—Roll Call and The Hill—do an effective job of reaching Legislative Branch leaders, but reach very few Executive Branch leaders By Branch of Government The Washington Post Roll Call The Hill Congress Daily Congressional Quarterly National Journal CQ Monitor *Note/ Regular readership is defined as reading at least three out of four issues

  21. Q. What other professional publications – if any – do you read that are relevant to your work?” Other Publications Read Professionally* Among All Washington Leaders The Washington Post • Readership of non-newspaper publications by Washington leaders is highly fragmented, with even the top publication reaching only 12% of all leaders Federal Times Government Executive Newsweek Time Defense News Early Bird U.S. News and World Report Navy Times Jane's Defense Review Economist *By 5% or more

  22. Q. What other professional publications – if any – do you read that are relevant to your work?” Other Publications Read Professionally* By Branch of Government: Legislative The Washington Post • No publications—other than top newspapers and Capitol Hill publications—are read by more than 21% of all leaders Newsweek Time Weekly Standard U.S. News and World Report National Review Atlantic Monthly Economist New Republic *By 5% or more

  23. Q. What other professional publications – if any – do you read that are relevant to your work?” Other Publications Read Professionally* By Branch of Government: Executive The Washington Post • Executive Branch leaders are focused on government sources • Federal Times (18%) and Government Executive (17%) are the most popular publications among this group Federal Times Government Executive Defense News Early Bird Navy Times Jane’s Defense Review Armed Forces Magazine Defense Week *By 6% or more

  24. PUBLIC AFFAIRS NEWS &INFORMATION SOURCES The Internet Do you use the Internet as a source of news and information about public policy?

  25. Q. What Website do you use regularly as a source for news and information about public policy? Websites Used for News and Policy Information* All Washington Leaders Who Use the Internet (86%) washingtonpost.com • 86% of all Washington leaders regularly use the Internet as a source for news and information about public policy • washingtonpost.com is the leading Internet site for news and information about public policy cnn.com newyorktimes.com MSNBC.com nationaljournal.com Google.com CQ.com Drudge Report wallstreetjournal.com Yahoo.com Foxnews.com Early Bird *By 5% or more

  26. Q. What Website do you use regularly as a source for news and information about public policy? Websites Used By Legislative Branch Leaders for News and Policy Information* Legislative Leaders Who Use the Internet (91%) washingtonpost.com newyorktimes.com • 91% of all Legislative leaders regularly use the Internet as a source for news and information about public policy • More than half regularly use washingtonpost.com, which leads the closest runner-up by 19 percentage points cnn.com nationaljournal.com CQ.com Drudge Report wallstreetjournal.com MSNBC.com Google *By 8% or more

  27. Q. Do you use the Internet as a source of news and information about public policy? Websites Used By Executive Branch Leaders for News and Policy Information* Executive Branch Leaders Who Use the Internet (82%) cnn.com • 82% of all Executive leaders regularly use the Internet as a source for news and information about public policy • CNN.com (29%) leads washingtonpost.com (24%) by 5 percentage points washingtonpost.com MSNBC.com newyorktimes.com Google Earlybird.com Yahoo.com Foxnews.com Govexec.com *By 7% or more

  28. PUBLIC AFFAIRS NEWS &INFORMATION SOURCES Television Viewing of the evening news on national networks, local stations and morning news shows

  29. Q. On what national cable or broadcast networks do you regularly watch evening news programs when you are in Washington?* Regular Viewing of the Evening News on National Cable or Broadcast Networks* Among All Washington Leaders Does Not View CNN • 36% of all Washington leaders are not regular viewers of the evening news on any broadcast or cable network • Three in 10 leaders view news on CNN and almost one-quarter view news on Fox News at sometime during the evening • Among the regularly scheduled news programs, NBC is the most popular Fox News NBC ABC PBS CBS BBC MSNBC C-Span *Note/ Regular viewership is defined as viewing at least three out of four shows

  30. Executive Branch Legislative Branch Q. On what national cable or broadcast networks do you regularly watch evening news programs when you are in Washington?* By Branch of Government Regular Viewing of the Evening News on National Cable or Broadcast Networks Does Not View CNN • Fewer Legislative than Executive Branch leaders view regularly scheduled news programs on NBC, ABC, CBS and PBS Fox News NBC ABC PBS CBS BBC MSNBC C-Span *Note/ Regular viewership is defined as viewing at least three out of four shows

  31. Q. On what broadcast networks do you regularly watch local evening news programs when you are in Washington?* Regular Viewing of the Evening News on Local Stations • 3 out of 5 Washington leaders are not regular viewers of local evening broadcast news programming Among All Washington Leaders Does Not View WRC: Channel 4 (NBC) WJLA: Channel 7 (ABC) WTTG: Channel 5 (FOX) WUSA: Channel 9 (CBS) News Channel 8 *Note/ Regular viewership is defined as viewing at least three out of four shows

  32. Executive Branch Legislative Branch Q. On what broadcast networks do you regularly watch local evening news programs when you are in Washington?* Regular Viewing of the Evening News on Local Stations By Branch of Government • Three quarters of Legislative leaders are not regular viewers of local evening broadcast news programming Does Not View WRC: Channel 4 (NBC) WJLA: Channel 7 (ABC) WTTG: Channel 5 (FOX) WUSA: Channel 9 (CBS) News Channel 8 *Note/ Regular viewership is defined as viewing at least three out of four shows

  33. Q. On what national cable or broadcast networks do you regularly watch TV morning news programs when you are in Washington?* Regular Viewing of TV Morning Shows Among All Washington Leaders • Two thirds of all Washington leaders are not regular viewers of cable or broadcast television morning shows Does Not View Today Show (NBC) Fox Weekday (FOX) CNN Good Morning America (ABC) C-Span MSNBC Early Show (CBS) *Note/ Regular viewership is defined as viewing at least three out of four shows

  34. Executive Branch Legislative Branch Q. On what national cable or broadcast networks do you regularly watch TV morning news programs when you are in Washington?* Regular Viewing of TV Morning Shows By Branch of Government Does Not View • Regular viewership of TV morning shows is significantly more in the Legislative Branch (44%) than in the Executive Branch (27%) Today Show (NBC) Fox Weekday (FOX) CNN Good Morning America (ABC) C-Span MSNBC Early Show (CBS) *By 2% or more

  35. Q. Have you taken any action during the past year or so in response to a paid public policy message in the print or online version of a newspaper? Responses to Paid Public Policy Messages Among All Washington Leaders Took Any of These Actions Discussed issue with colleagues • 70% of leaders say they have taken action in response to a paid public policy message in the print or online version of a newspaper Looked for more information Looked at a website in the ad Sent a copy to someone Used to support own position Wrote a letter, memo or e-mail Clipped or saved the message Used in decision-making process Made the issue a higher priority Called a meeting to discuss Called a phone number in the ad

  36. PUBLIC AFFAIRS NEWS &INFORMATION SOURCES Conclusions

  37. Conclusions Newspapers remain by far the most important news source Nearly half said newspapers are their single most important news source More than twice as many as any other medium 88% read The Washington Post regularly Nearly three times as many as read any other major daily newspaper The Post is the only newspaper to reach more than 22% of the Executive Branch

  38. Conclusions The Internet is the second most important news source Used by more than 8 in 10 leaders Nearly one in five say it is their single most important news source Overall, washingtonpost.com leads all other news sites by a wide margin In the Legislative Branch, it is ahead of the top second tier site by a margin of nearly 20 percentage points. In the Executive Branch, CNN.com leads washingtonpost.com, which is number two, but CNN leads by just 5 percentage points.

  39. Conclusions Capitol Hill publications are the third most important news source 13% say they are their single most important news source But Hill publications do not reach the Executive Branch Roll Call and The Hill are the top Hill publications, but regular readership of both lags behind The Post

  40. Conclusions Readership of other publications is highly fragmented. Legislative leaders read more general interest publications Executive Branch leaders read more specialized publications None (except Newsweek at 21%) are read by more than one in five of either Legislative or Executive Branch leaders

  41. Conclusions Television news shows have limited audiences 66% do not watch TV morning shows 61% do not watch the local evening news 36% do not watch the evening news on cable or broadcast networks 30% watch CNN at some time during the evening 23% watch FOX News at some time during the evening 23% watch the evening news on NBC

  42. Conclusions Paid public policy messages in newspapers (print or online) help set the agenda for the decision-making process Seven in ten took action as a result of seeing a public policy message: Nearly two-thirds discussed issue with colleagues Nearly half looked for more information More than four in ten looked at a listed website More than one-third sent a copy to someone Nearly three in ten supported their position Nearly one-quarter used in the decision-making One-quarter clipped or saved the message

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