1 P UBLIC A FFAIRS N EWS & I NFORMATION S OURCES 2005 Washington Leadership Study.
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PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
2005 Washington Leadership Study
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QSA Research is a full-service research and consulting firm based in Alexandria, Virginia serving business, government and non-profit organizations.
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
3
Executive Office of the
President
Leadership at Executive
Departments and Agencies
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
Does NOT include:
Junior staff members, Administrative
personnel, interns etc... Executive
Support StaffAdministrative Support Staff
Executive Office of the
President
Exec
utiv
e Br
anch
(254
Inte
rvie
ws)
Study Participants
Executive Branch
4
United States Congress
Leadership at Legislative Offices and Committees
Legislative Support Staff
Administrative Support Staff
Legi
slat
ive
Bra
nch
(201
Inte
rvie
ws)
Study Participants
Legislative BranchIncludes:
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
Which is your single most important source
of public affairs news and information?
Media Sources
PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
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Most Important News Source
Q. Which is your single most important source of public affairs news and information?
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
5%
8%
13%
19%
48%
3%
4%
Among All Washington Leaders
Other Publications
Radio
E-mail Newsletters
Television
Hill Publications
The Internet
Newspapers
8
Most Important News Source
Q. Which is your single most important source of public affairs news and information?
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
4%
4%
25%
15%
4%
6%
6%
12%
4%
21%
48%48%
2%
2%
By Branch of Government
Other Publications
Radio
E-mail Newsletters
Television
Hill Publications
The Internet
Newspapers
Executive Branch Legislative Branch
What daily newspapers do you read regularly (3 out
of 4 issues) when you are in Washington?
Newspapers
PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
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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
Q. What daily newspapers do you read regularly when you are in Washington?*
*Note/ Regular readership is defined as reading at least three out of four issues
8%
17%
20%
32%
88%
1%
2%
Among All Washington Leaders
The Examiner
Express
USA Today
Washington Times
Wall Street Journal
New York Times
The Washington Post
Regular Newspaper Readership*
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By Branch of Government
Executive Branch Legislative Branch
Q. What daily newspapers do you read regularly when you are in Washington?*
*Note/ Regular readership is defined as reading at least three out of four issues
Regular Newspaper Readership*
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
23%
46%
86%
10%
14%
18%
22%
89%
5%
22%
USA Today
Washington Times
Wall Street Journal
New York Times
The Washington Post
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Among All Washington Leaders who read The Washington Post: By Issue Involvement
*Note/ Regular readership is defined as reading at least three out of four issues
Regular Readership of The Washington Post*
Q. What daily newspapers do you read regularly when you are in Washington?*
86%
87%
89%
89%
86%
84%
91% The Washington Post is a
primary source for news and
information for leaders in all
areas of government policy
Health Care
Energy
Defense
Environment
Foreign Affairs
Communications
Financial Services
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38% of Washington leaders
read the Washington Post
exclusively
More than half (56%) of all
Washington leaders read more
than one daily newspaper
Q. What daily newspapers do you read regularly when you are in Washington?*
*Note/ Regular readership is defined as reading at least three out of four issues
Among All Washington Leaders
Exclusive and Multi-Paper Readership
38%
56%
5%
Exclusive Regular Readership of The Washington Post
Exclusive Regular Readership of The Washington Post
Multi-Newspaper Readership
Multi-Newspaper Readership
Exclusive Regular Readership of other Daily Newspapers
None (1%)
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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
Q. When you are in Washington and have time to read just one newspaper, which one do you read?
*Note/ “Busy Day” Exclusive readers are defined as readers who turn to one particular newspaper when they only have time to read one.
Among All Washington Leaders who read more
than one newspaper on a regular basis (56%)
"Busy Day" Exclusive Readership*
Washington Post - 67%
New York Times 9%
Wall Street Journal 6%
Washington Times 6%USA Today 1%
Other 11%
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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
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”
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%
ExclusiveBusy Day Exclusive
Among All Washington Leaders
Busy Day Combined
16
88%
96%
87%
82%
*Note/ Percent who read each newspaper regularly.
Percentage of Regular Readers* of Other Major Newspapers Who Also Read the Post
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
PostWashington Times (17%)
Wall Street Journal (20%)
USA Today (8%)
New York Times (32%)
Q. What daily newspapers do you read regularly when you are in Washington?*
Among All Washington Leaders
17
By Branch of Government
Executive Branch Legislative Branch
Q. When you are in Washington on a Sunday, which Sunday newspaper do you read?
*Note/ Regular readership is defined as reading at least three out of four issues
Regular Sunday Newspaper Readership*
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
33%
68%
5%
19%
82%
1%
6%
0%
The Examiner
Washington Times
New York Times
The Washington Post
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
Magazines etc.
PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
19
Roll Call (48%) and the Hill
(42%) lead all Capitol Hill
Publications, but neither
reaches as many as half of all
Washington leaders
24%
24%
42%
48%
16%
7%
88%
Among All Washington Leaders
CQ Monitor
National Journal
Congressional Quarterly
Congress Daily
The Hill
Roll Call
The Washington Post
Limited Circulation (25,000 - 50,000)
*Note/ Regular readership is defined as reading at least three out of four issues
Regular Readership of Hill Publications*
Q. What Capitol Hill publications do you read regularly when you are in Washington?*
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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 leaders40%
47%
75%
83%
3%
5%
11%
4%
13%
16%
89%86%
13%
28%
By Branch of Government
CQ Monitor
National Journal
Congressional Quarterly
Congress Daily
The Hill
Roll Call
The Washington Post
Executive Branch Legislative Branch
Q. What 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
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5%
6%
6%
8%
11%
11%
12%
88%
5%
5%
10%
Readership of non-newspaper
publications by Washington
leaders is highly fragmented,
with even the top publication
reaching only 12% of all leaders
Q. What other professional publications – if any – do you read that are relevant to your work?”
Among All Washington Leaders Other Publications Read Professionally*
*By 5% or more
Economist
Jane's Defense Review
Navy Times
U.S. News and World Report
Early Bird
Defense News
Time
Newsweek
Government Executive
Federal Times
The Washington Post
22
7%
9%
11%
11%
21%
88%
7%
5%
19% No publications—other than top
newspapers and Capitol Hill
publications—are read by more
than 21% of all leaders
Q. What other professional publications – if any – do you read that are relevant to your work?”
By Branch of Government: Legislative Other Publications Read Professionally*
*By 5% or more
New Republic
Economist
Atlantic Monthly
National Review
U.S. News and World Report
Weekly Standard
Time
Newsweek
The Washington Post
23
6%
9%
9%
11%
18%
88%
6%
6%
17% Executive Branch leaders are
focused on government sources
Federal Times (18%) and
Government Executive (17%)
are the most popular
publications among this group
Q. What other professional publications – if any – do you read that are relevant to your work?”
By Branch of Government: Executive Other Publications Read Professionally*
*By 6% or more
Defense Week
Armed Forces Magazine
Jane’s Defense Review
Navy Times
Early Bird
Defense News
Government Executive
Federal Times
The Washington Post
Do you use the Internet as a source of news and
information about public policy?
The Internet
PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
25
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
Q. What Website do you use regularly as a source for news and information about public policy?
All Washington Leaders Who Use the Internet (86%) Websites Used for News and Policy Information*
*By 5% or more
7%
9%
10%
10%
11%
12%
23%
28%
37%
6%
5%
11%
Drudge Report
Google.com
nationaljournal.com
cnn.com
washingtonpost.com
wallstreetjournal.com
CQ.com
MSNBC.com
newyorktimes.com
Yahoo.com
Foxnews.com
Early Bird
26
15%
15%
15%
21%
33%
52%
10%
8%
27% 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
Legislative Leaders Who Use the Internet (91%) Websites Used By Legislative Branch Leaders for News and Policy Information*
*By 8% or more
MSNBC.com
wallstreetjournal.com
Drudge Report
CQ.com
nationaljournal.com
cnn.com
newyorktimes.com
washingtonpost.com
Q. What Website do you use regularly as a source for news and information about public policy?
27
8%
10%
14%
14%
24%
29%
7%
7%
15%
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
Q. Do you use the Internet as a source of news and information about public policy?
Executive Branch Leaders Who Use the Internet (82%)
Websites Used By Executive Branch Leaders for News and Policy Information*
*By 7% or more
Govexec.com
Foxnews.com
Yahoo.com
Earlybird.com
MSNBC.com
washingtonpost.com
cnn.com
newyorktimes.com
Viewing of the evening news on national networks,
local stations and morning news shows
Television
PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
29
2%
8%
10%
16%
23%
30%
36%
2%
1%
23%
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
Regular Viewing of the Evening News on National Cable or Broadcast Networks*
MSNBC
BBC
CBS
PBS
ABC
Fox News
CNN
NBC
Among All Washington Leaders
Does Not View
C-Span
Q. On what national cable or broadcast networks do you regularly watch evening news programs when you are in Washington?*
*Note/ Regular viewership is defined as viewing at least three out of four shows
30
1%
5%
7%
12%
24%
30%
42%
2%
11%
12%
19%
29%
22%
30%
31%
1%
2%
16%
0%
2%
Fewer Legislative than
Executive Branch leaders view
regularly scheduled news
programs on NBC, ABC, CBS
and PBS
Regular Viewing of the Evening News on National Cable or Broadcast Networks
MSNBC
BBC
CBS
PBS
ABC
Fox News
CNN
NBC
Does Not View
C-Span
By Branch of Government
Executive Branch Legislative Branch
Q. On what national cable or broadcast networks do you regularly watch evening news programs when you are in Washington?*
*Note/ Regular viewership is defined as viewing at least three out of four shows
31
Regular Viewing of the Evening News on Local Stations 3 out of 5 Washington leaders
are not regular viewers of local
evening broadcast news
programming8%
14%
21%
61%
3%
7%
Among All Washington Leaders
News Channel 8
WUSA: Channel 9 (CBS)
WTTG: Channel 5 (FOX)
WJLA: Channel 7 (ABC)
WRC: Channel 4 (NBC)
Does Not View
Q. On what broadcast networks do you regularly watch local evening news programs when you are in Washington?*
*Note/ Regular viewership is defined as viewing at least three out of four shows
32
Regular Viewing of the Evening News on Local Stations Three quarters of Legislative
leaders are not regular viewers
of local evening broadcast news
programming7%
7%
14%
76%
4%
10%
8%
19%
27%
48%
2%
3%
News Channel 8
WUSA: Channel 9 (CBS)
WTTG: Channel 5 (FOX)
WJLA: Channel 7 (ABC)
WRC: Channel 4 (NBC)
Does Not View
By Branch of Government
Q. On what broadcast networks do you regularly watch local evening news programs when you are in Washington?*
Executive Branch Legislative Branch
*Note/ Regular viewership is defined as viewing at least three out of four shows
33
2%
4%
7%
8%
66%
2%
2%
13%
Two thirds of all Washington
leaders are not regular viewers
of cable or broadcast television
morning shows
Regular Viewing of TV Morning Shows
Early Show (CBS)
MSNBC
C-Span
Good Morning America (ABC)
CNN
Fox Weekday (FOX)
Today Show (NBC)
Does Not View
Among All Washington Leaders
Q. On what national cable or broadcast networks do you regularly watch TV morning news programs when you are in Washington?*
*Note/ Regular viewership is defined as viewing at least three out of four shows
34
3%
7%
12%
10%
56%
1%
2%
1%
2%
3%
6%
11%
73%
1%
2%
17% Regular viewership of TV
morning shows is significantly
more in the Legislative Branch
(44%) than in the Executive
Branch (27%)
By Branch of Government Regular Viewing of TV Morning Shows
*By 2% or more
Early Show (CBS)
MSNBC
C-Span
Good Morning America (ABC)
CNN
Fox Weekday (FOX)
Today Show (NBC)
Does Not View
Q. On what national cable or broadcast networks do you regularly watch TV morning news programs when you are in Washington?*
Executive Branch Legislative Branch
35
20%
24%
25%
26%
34%
43%
46%
65%
70%
12%
7%
28%
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
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
Called a phone number in the ad
Called a meeting to discuss
Made the issue a higher priority
Used in decision-making process
Clipped or saved the message
Wrote a letter, memo or e-mail
Used to support own position
Sent a copy to someone
Looked at a website in the ad
Looked for more information
Discussed issue with colleagues
Took Any of These Actions
Conclusions
PUBLIC AFFAIRS NEWS & INFORMATION SOURCES
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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