Who We Are
Reaching Opinion Leaders and Decision Makers
09/16/2003
Survey of Visitors to NYTimes.com
Opinion leaders and decision makers nationwide are sophisticated and omnivorous users of online resources, who pick and choose among multiple information streams available on the Internet each day. In a comprehensive survey conducted in partnership with NYTimes.com, Virilion found that these public affairs specialists filter online information through the daily perusal of online news sites, frequent use of search engines, and targeted e-mail communications from trusted sources.
This survey highlights the habits of inside-the-beltway decision makers, those who live and work in and around the Washington, DC area, and opinion leaders from state capitols, major cities, and the centers of economic and political power nationwide. The results of this survey illustrate the power of targeted Internet communications for reaching opinion leaders and decision makers for online lobbying, advertising and persuasion by coalitions, advocacy groups, and others. This study clearly demonstrates how individuals and groups can use online tactics to engage this prized audience with measurable results.
The survey was conducted on NYTimes.com between July 25, 2003 and August 8, 2003. Two separate surveys were conducted, one targeting NYTimes.com readers in and around the Washington, DC area, and one targeting readers nationwide. Identical banner advertising was used to attract readers to the survey, and both audiences were asked the same questions.
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