Printed Word Reaches US Influentials

Print media, in general, are more effective than television for reaching influential Americans, according to new analysis from NOP. 41% of this group are among the nation's most avid newspaper readers, and a third of among the heaviest magazine readers, whereas just 14% are heavy TV viewers and 20% avid radio listeners.

NOP defines Influentials(SM) as 'the critical 10% of the population who drive what the other 90% think, do and buy' and has been surveying them for around 30 years. Data from regular research among them was combined with subsidiary Mediamark Research Inc.'s Survey of the American Consumer to produce the findings. The Influentials are similar to the average citizen in terms of regional spread and urban / rural split, but are about twice as likely as the general population, however, to be college graduates, as well as to hold professional or management jobs.

According to Ed Keller, CEO of NOP World Consumer and co-author of a 2002 book on The Influentials, the group 'stand apart in their level of participation in their communities... They are more likely, for instance, to attend public meetings or to give speeches or talks. In addition, in the US, they are twice as likely to recommend a product-one of the reasons they are such key targets for companies looking to build the word-of-mouth momentum critical for market success'.

The agency's home page is at www.nopworld.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• All news