why brand in washington?. malaysia 1 a network of influence executive branch white house cabinet...
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Why Brand in Washington?
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A Network of InfluenceExecutive Branch
White HouseCabinet Departments
National Political PartiesRNC, DNC, Paid
Consultants
Independent & Regulatory Agencies
FCC, FTC
Think Tanks &Academia
Affluent & Influential Consumers
CorporateCommunity
IT, Biotech, Defense Services, Financial
Local-Global
International CenterEmbassies
Foreign-Owned CompaniesInternational Consortiums
LobbyistsCorp. Gov’t Affairs Offices
Trade & Professional Assns.Advocacy Groups
Public Interest GroupsPublic Relations Firms
MediaNetwork & Local NewsNetwork & Local CableMajor U.S. Newspapers
International PressTrade Press, Periodicals
International Financial
OrganizationsWorld Bank, IMF
Legislative BranchCongress
Congressional Aides/Staff
Judicial BranchSupreme Court& Other Courts
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$30.47
$19.38
$18.14
$17.91
$14.60
$13.95
$9.83
Greater Washington
Frankfurt
London
Toronto
Paris
Madrid
TokyoWashington’s central location on the U.S. East Coast provides global firms with market access to millions.
Gross Regional Product Per Capita(billions per million)
The Washington region’s prosperity, as measured by GRP per capita, is greater than that of many global capitals.
A Center of International Commerce
Source: Greater Washington Initiative report, “Greater Washington: International Commerce and Culture”.
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Gateway to the WorldThe region’s three airports offer direct flights to more than 30 international destinations and served 5.6 million international passengers in 2005 – a 10% increase since 2000.
Breaking News: United Airlines began non-stop daily flights between Washington and Beijing on March 28, 2007.
Source: Greater Washington Initiative, “2006 Regional Report”.
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A Market of High Affluence
Top 10 DMAsWashington 259
San Francisco 238
New York 201
Chicago 155
Boston 153
Los Angeles 141
Houston 135
Philadelphia 130
Atlanta 125
Dallas-Ft. Worth 114
Washington residents are 159% more likely to have household incomes of $150,000 or more than the national average.
Index of DMA Adults With HouseholdIncomes of $150,000 or more
Source: 2006 Scarborough, Release 1.
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A Market of Foreign Business Travelers
Top 10 DMAsWashington 171
San Francisco 159
Los Angeles 155
New York 139
Houston 126
Boston 117
Dallas-Ft. Worth 111
Philadelphia 103
Chicago 99
Atlanta 93
Washington residents are 71% more likely to have traveled abroad on business in the past 3 years than the national average.
Index of DMA Adults Who Traveled Abroadon Business the Past 3 Years
Source: 2006 Scarborough, Release 1.
Why The Washington Post?
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Products to reach your target audiences, where they want to be reached.
Daily & Sunday Editions
washingtonpost.com
Sunday Washington Post Magazine
Washington Post Media
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Source: MRI Survey of the American Consumer (Wave 51).
“Influentials” lend a multiplier effect to the power of advertisements, greatly expanding the reach of a message far beyond the consumers who are directly exposed to an ad.
41%33%
20%
14%
NEWSPAPERS Magazines Radio TV
Percent of “Influentials” Who Are Heavy Users
Note: “Heavy Users defined as the top quintile of users.
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Exceptional Daily Reach
New York Daily NewsPhiladelphia Inquirer
Los Angeles Times
San Francisco Chronicle
Chicago Tribune
Dallas Morning News
Boston Globe
Atlanta Journal Constitution
Houston Chronicle
Washington Post
15%
17%
17%
20%
21%
23%
23%
23%
30%
38%
Average-issue Reach of Leading Daily NewspapersDMA Adults
The Washington Post delivers a higher percentage reach than other leading daily papers in the top 10 markets.
Note: The leading daily and Sunday newspaper in the New York DMA is the New York Daily News, not the New York Times.
Source: 2006 Scarborough, Release 1.
12%New York Times
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The Washington Post: a Powerful Medium
Top 10 U.S. Newspapers Ranked by Top 10 U.S. Newspapers Ranked by DailyDaily Circulation Circulation
Source: Scarborough 2007 Release 1
Average Daily Circulation
Average Daily DMA Reach %
USA Today 2,278,022 -
Wall Street Journal 2,062,312 -
New York Times 1,120,420 11
Los Angeles Times 815,723 17
New York Post 724,748 12
New York Daily News 718,174 16
Chicago Tribune 566,827 22
Houston Chronicle 503,114 27
Arizona Republic 433,731 29
The Washington Post The Washington Post 699,130 35699,130 35
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18%
23%
25%
30%
32%
32%
36%
Superior Sunday ReachAverage-issue Reach of Leading Sunday NewspapersDMA Adults
New York Daily News
San Francisco Chronicle
Los Angeles Times
Philadelphia Inquirer
Boston GlobeDallas Morning News
Chicago Tribune
Atlanta Journal Constitution
Houston Chronicle
Washington Post
37%
42%
52%
The Washington Post is the only major market Sunday newspaper to reach more than half of its home market adults with a single issue.
Note: The leading daily and Sunday newspaper in the New York DMA is the New York Daily News, not the New York Times.
Source: 2006 Scarborough, Release 1.
New York Times 18%
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Average Sunday Circulation
Average Sunday DMA Reach %
New York Times 1,627,062 15
Los Angeles Times 1,173,096 25
Chicago Tribune 940,620 37
New York Daily News 775,543 17
Houston Chronicle 677,425 39
Arizona Republic 541,757 39
New York Post 439,202 8
USA Today - -
Wall Street Journal - -
The Washington Post: a Powerful MediumTop 10 U.S. Newspapers Ranked by Sunday CirculationTop 10 U.S. Newspapers Ranked by Sunday Circulation
The Washington Post 929,921 48
Source: Scarborough 2007 Release 1
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Source: Nielsen/NetRatings Netview, March, 2006 & January 2005; Scarborough 2006, Release 1
• 8 million unique visitors a month, 85% of whom live outside the Washington region.
• 1.5 million non-U.S. readers.• Washingtonpost.com reaches more than
580,000 C-Level executives each month.• 27% of washingtonpost.com users have
household incomes of $150,000 or higher.• 61% of washingtonpost.com users have
traveled abroad in the past 3 years.• 34% of washingtonpost.com users are
Influentials, compared to 15% of the online population and only 10% of the general population.
Delivers your audience in Washington,
the U.S. and around the world.
Washingtonpost.com
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Grazie per la vostra attenzione,
Per ulteriori informazioni:
PUBLICITAS INTERNATIONAL
Tel: +39 02 55 19 43 85
Delphine Majoie @ [email protected]