European Decision Makers’ Reading Habits Exposed

09 November 2000

The first results of the European Opinion Leaders Survey were unveiled yesterday in Paris, exposing the reading habits of Europe’s most influential men and women.

The survey – conducted by IPSOS-RSL and backed by media networks Universal McCann, MindShare, Carat, Initiative Media and Media Planning Group – polled leading figures from Europe’s top 750 companies. However, unlike the rival European Business Readership Survey which concentrates on business professionals, it its sampling to include EU administrators, the media and politics.

The Financial Times is the most widely read international daily newspaper, the choice of 32% of respondents, followed by the International Herald Tribune (24%) and the Wall Street Journal Europe (8%).

In the UK, The Times was voted the most popular daily (15%), followed by the Daily Telegraph (8%). The Times and the International Herald Tribune emerged as the most credible papers in their categories.

Among magazines, The Economist was most widely read (30%), followed by National Geographic (also voted most credible in its sector) and Time.

Commented Universal McCann’s Jim Kite: “By successfully identifying these opinion formers and then subsequently getting them to open up, this research will provide us with some essential tactics on how to communicate with the most important but media elusive European citizens”.

News Source: CampaignLive (UK)