Print Media Are More Effective Than TV for Reaching Influential Americans.

Print media, in general, are more effective than television for reaching Influential Americans — the critical 10% of the population who drive what the other 90% think, do and buy. By incorporating its Influentials research battery into Mediamark Research Inc.’s Survey of the American Consumer, NOP World found that 41% of Influential Americans are among the nation’s most avid newspaper readers, and a third of Influential Americans are counted among the country’s heaviest
magazine readers. In contrast, just 14% of Influential Americans are heavy TV viewers.

Radio is somewhat more effective than TV for reaching Influential Americans, with 20% of Influentials among the most frequent radio listeners. The print media, however, provide a far more efficient way to reach Influential Americans than either major broadcast vehicle.

Percent of Influentials
Who Are Heavy Users* of Each Media

Newspapers – 41%
Magazines – 33%
Radio – 20%
Television – 14%

* Heavy users defined as the top quintile of users according to MRI Survey of the American Consumer, Wave 51.

“With 30 years of Influentials research to draw on, we know that these consumers are the principal drivers of ‘word-of-mouth’ conversations across a diverse range of categories, including cars, technology, food, beverages, media, home decorating and financial investments,” says Ed Keller, CEO of NOP World Consumer and the author with Jon Berry of The Influentials, a book published by Simon & Schuster in 2002. “By identifying Influential Americans’ media usage patterns, we can help advertisers create media plans that most effectively reach and impact these critical targets who amplify marketing messages, set new trends and speed product adoption.

“In addition, we can help media better represent the true value of their audiences. A smaller audience with a higher concentration of Influential Americans may, in certain cases, be a better buy for achieving results in the market. Now, NOP World can provide a new and more effective way to reach those consumers who can truly help spread the word about a brand — and multiply the effect of ad campaigns.”

Influentials Are Better Educated Than the Average American Demographically, Influential Americans are similar to the average citizen. They are found in almost all regions, and in both rural and urban areas. They are about twice as likely as the general population, however, to be college graduates, as well as to hold professional or management jobs.

“Although Influentials are similar to the general public demographically, they stand apart in their level of participation in their communities,” according to Keller. “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.”

For more information a http://www.nopworld.com