The results of the European Opinion Leaders Survey 2007 (EOLS 2007), published on Tuesday show that The New York Times Media Group publications combined have the highest coverage of Europe’s most influential policy makers and senior business decision makers.
EOLS helps advertisers determine the reach of Europe’s leading media among those at the very pinnacle of position and influence across a variety of sectors. The survey universe of 31,713 includes chairpersons and CEOs from a wide range of industries as well as members of parliament, senior diplomats, heads of EU commissions and think tanks, leading academics, lawyers and editors.
The International Herald Tribune which has been fully owned the New York Times Company since 2003, held its position as the third-highest placed print title on the survey with an average issue readership of 23%. The New York Times’s International Weekly editions which appear in Europe’s major markets inside Le Monde, El Pais, La Repubblica, Sueddeutsche Zeitung and The Observer achieved a similarly impressive result, with 22% coverage of this powerful audience. This is the first time the weekly edition has been included in this study but the results are consistent with its high showing on other pan-regional surveys of important target groups like business readers.
This means that EuroReach, The New York Times Media Group’s advertising package that combines the IHT and the five weekly editions, delivers an unsurpassed reach of 38% of Europe’s opinion leaders via one convenient pan-regional buy, ahead of The Economist (31%) and the Financial Times (29%).
Jean Christophe Demarta, international advertising director for The New York Times Media Group, said: “The New York Times is renowned as the publication for reaching opinion leaders in the US and now these results show that the Group is also the number one option for reaching Europe’s most influential audience. And the great news is that this cost-effectiveness only improves when clients advertise in US and Europe via our group Global Buy”.
EOLS 2007 is the fifth in the series and was conducted by iCD Research, a leading, independent, London based research consultancy. The survey focuses uniquely on the media preferences of Europe’s leading opinion makers of 12 international media, 58 national publications and 7 pan-European television outlets plus a cross-section of international news Web sites. The study is supported by leading media agencies and sponsored by a consortium of international media that included BBC World, The Economist, Financial Times, Frankfurter Allgemeine Zeitung, the International Herald Tribune and EuroNews.
The International Herald Tribune (IHT) is the premier international newspaper for opinion leaders and decision-makers around the globe. It combines the extensive resources of its own correspondents with those of The New York Times, is printed at 36 sites throughout the world and is for sale in more than 180 countries. Based in Paris since 1887, the IHT is part of The New York Times Company.
The New York Times Media Group comprises The New York Times, NYTimes.com, the International Herald Tribune and IHT.com and New York Times’ radio. The NYTMG has a combined, unduplicated print-online audience of 21 million worldwide*. The group’s unified international sales network has regional offices in the United Kingdom, France, Switzerland, Germany and Hong Kong.
The New York Times Company (NYSE: NYT), a leading media company with 2006 revenues of $3.3 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers, WQXR-FM and more than 30 Web sites, including NYTimes.com, Boston.com and About.com. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.