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ERDOS & MORGAN/MPG: INFLUENCING THE INFLUENTIAL

 ERDOS & MORGAN/MPG: INFLUENCING THE INFLUENTIAL
 NEW YORK, Oct. 5 /PRNewswire/ -- According to a recent survey, The


Wall Street Journal is the "most read" publication among the nation's top opinion leaders. The survey, conducted by Erdos & Morgan/MPG, a strategic market and media research firm indicates 65 percent of America's opinion leaders read The Wall Street Journal, making it the publication most likely to reach the nation's VIPs.
 The study reported on more than 1,700 interviews representing 246,574 opinion leaders who are involved in selected political, business, consumer, environmental, economic, social, and scientific issues. Those interviewed were in the executive or congressional branches of the federal government, state and local government officials or are influential in law, medicine, science, education, communications/media, or business.
 Erdos & Morgan/MPG President Patricia Botwinick said, "Opinion Leaders: 1992 found that the top five publications to reach issue- involved opinion leaders in the country are the Wall Street Journal, (read by 65 percent of opinion leaders), Time (read by 50 percent), The New York Times (48 percent), Newsweek (46 percent) and USA Today (45 percent)."
 Among television news programs, CBS's 60 Minutes has the highest number of average program viewers, followed by ABC World News Tonight, MacNeil/Lehrer News Hour, 20/20 and World News Today (CNN).
 "Some of the most influential print media are not always the most widely read," Botwinick said. Scoring high among their readers in terms of influence are Harvard Business Review and The Economist, in addition to The New York Times, The Washington Post, and The Wall Street Journal.
 To influence special interest groups among opinion leaders can require different strategies. Roll Call, Congressional Quarterly and The Washington Post have the highest readership among congressional opinion leaders. But to reach the executive branch opinion leaders, the top publications are The Washington Post, The Wall Street Journal and The New York Times.
 TOP 10 PUBLICATIONS REACHING OPINION LEADERS
 Issue-Involved Opinion Leaders
 Percent
 The Wall Street Journal 64.5
 Time 49.5
 The New York Times 48.4
 Newsweek 46.4
 USA Today 44.9
 National Geographic 44.3
 U.S. News & World Report 38.7
 Smithsonian 36.8
 Business Week 33.6
 Money 30.7
 Executive Branch
 Percent
 The Washington Post 94.7
 The Wall Street Journal 67.8
 The New York Times 65.8
 USA Today 59.2
 Newsweek 55.9
 Smithsonian 55.3

 Time 53.9
 National Geographic 51.3
 The Washington Times 50.0
 Government Executive 47.4
 Congressional Branch
 Percent
 The Washington Post 98.0
 Congressional Quarterly 88.6
 Roll Call 87.2
 The Wall Street Journal 82.6
 National Journal 75.8
 Newsweek 75.2
 Time 73.2
 The New York Times 71.1
 The Washington Times 65.8
 U.S. News & World Report 63.8
 THE 10 MOST INFLUENTIAL PRINT MEDIA
 Readers Reporting Publication
 is influential
 Percent
 The Wall Street Journal 61.6
 The Washington Post 56.4
 Harvard Business Review 56.4
 The New York Times 56.1
 The Economist 55.5
 The New Republic 52.7
 The New England Journal of Medicine 49.8
 National Review 48.8
 Foreign Affairs 47.4
 Journal of the American Medical Association 45.7
 THE TOP FIVE TV NEWS PROGRAMS VIEWED BY OPINION LEADERS
 Issue-Involved Opinion Leaders
 Percent
 60 Minutes 72.5
 ABC World News Tonight 50.6
 MacNeil/Lehrer News Hour 50.1
 20/20 49.8
 World News Today 45.5
 Source: Opinion Leaders 1992, Erdos & Morgan/MPG. Research included prominent individuals in the executive and congressional branches of the federal, state and local government, business, education, communications/media, law, medicine and science.
 For more information on Opinion Leaders 1992: A National Survey on Important Issues and Media Influence, contact Erdos & Morgan/MPG, 116 East 27th Street, New York, N.Y. 10016; telephone: 212-685-9393.
 -0- 10/5/92
 /CONTACT: Patricia Botwinick, president of Erdos & Morgan/MPG, 212-685-9393/


TS-LR -- NY001B -- 6563 10/05/92 11:58 EDT
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