ERDOS & MORGAN OPINION LEADERS STUDY
BusinessWeek reaches more influential opinion leaders than any title in the three book set (BusinessWeek, Forbes, and Fortune). In fact, BusinessWeek reaches the most opinion leaders across both major leadership groups (Federal Government & Private Sector).
Additionally, BusinessWeek reaches more opinion leaders involved in all the major issues facing the world today:
| International Trade/Global Economic Issues |
40% |
| Defense and National Security Issues |
34% |
| Economic/Financial Policy Issues |
31% |
| Legislative/Government Policy Issues |
31% |
| Agricultural Issues |
31% |
| Media & Cultural Issues |
31% |
| Environmental & Energy Issues |
30% |
| Science & Technology Issues |
30% |
| Business Issues |
28% |
| Law & Legal Issues |
28% |
| Health, Education, & Human Services Issues |
26% |
For more information about these magazine studies, contact your BusinessWeek Account Manager.
METHODOLOGY
Frequency/Latest Study
- Bi-annual
- 2008 - 2009 ( November 2008 )
Target Universe
- Key elected and appointed officials in the federal government, state and local government officials throughout the U.S., and prominent citizens in selected fields within the private sector.
- Population projection: 538,408
Sample/Response
- Sources: Federal Yellow Book, Congressional Yellow Book, Associations Yellow Book, Carroll's Online State, Municipal and County Directories, and Marquis' Who's Who in America.
- 1,486 total opinion leaders respondents
- 50% response rate
Method
- Self-administered print and online questionnaire
- 4 pages, $5 incentive for charity of choice, 4 mailings
Data Collected
- Level of Involvement: Any, Personal, Professional
- 11 Issue Categories
- 167 Individual issues
- Readership of 80 publications
- Readership: Regular, Qualitative values (i.e, "Influential")
- Viewership of 49 broadcast and cable programs