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Why Brand in Washington?. Legislative Branch Congress Congressional Aides/Staff. Executive Branch White House Cabinet Departments. Judicial Branch Supreme Court & Other Courts. Independent & Regulatory Agencies FCC, FTC. National Political Parties RNC, DNC, Paid Consultants. Media
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Legislative Branch CongressCongressional Aides/Staff Executive Branch White House Cabinet Departments Judicial Branch Supreme Court& Other Courts Independent & Regulatory Agencies FCC, FTC National Political Parties RNC, DNC, Paid Consultants Media Network & Local News Network & Local Cable Major U.S. Newspapers International Press Trade Press, Periodicals Lobbyists Corp. Gov’t Affairs OfficesTrade & Professional Assns. Advocacy Groups Public Interest Groups Public Relations Firms Affluent & Influential Consumers Think Tanks &Academia CorporateCommunity IT, Biotech, Defense Services, Financial Local-Global International Center Embassies Foreign-Owned Companies International Consortiums International Financial Organizations World Bank, IMF A Network of Influence
A Center of International Commerce The Washington region’s prosperity, as measured by GRP per capita, is greater than that of many global capitals. Gross Regional Product Per Capita (billions per million) $30.47 Greater Washington $19.38 Frankfurt London $18.14 $17.91 Toronto Paris $14.60 Madrid $13.95 Washington’s central location on the U.S. East Coast provides global firms with market access to millions. Tokyo $9.83 Source: Greater Washington Initiative report, “Greater Washington: International Commerce and Culture”.
Gateway to the World The 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”.
A Market of High Affluence Top 10 DMAs Index of DMA Adults With Household Incomes of $150,000 or more Washington 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. Source: 2006 Scarborough, Release 1.
A Market of Foreign Business Travelers Top 10 DMAs Index of DMA Adults Who Traveled Abroad on Business the Past 3 Years Washington 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. Source: 2006 Scarborough, Release 1.
Washington Post Media Products to reach your target audiences, where they want to be reached. washingtonpost.com Sunday Washington Post Magazine Daily & Sunday Editions
“Influentials” Favor Newspapers Over Other Media “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. Percent of “Influentials” Who Are Heavy Users 41% 33% 20% 14% NEWSPAPERS Magazines Radio TV Note: “Heavy Users defined as the top quintile of users. Source: MRI Survey of the American Consumer (Wave 51).
Exceptional Daily Reach Average-issue Reach of Leading Daily NewspapersDMA Adults 38% Washington Post 30% Houston Chronicle Atlanta Journal Constitution 23% Dallas Morning News 23% Chicago Tribune 23% Boston Globe 21% San Francisco Chronicle 20% Los Angeles Times The Washington Post delivers a higher percentage reach than other leading daily papers in the top 10 markets. 17% 17% New York Daily News Philadelphia Inquirer 15% 12% New York Times 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.
The Washington Post: a Powerful Medium Top 10 U.S. Newspapers Ranked by Daily Circulation The Washington Post 699,130 35 Source: Scarborough 2007 Release 1
Superior Sunday Reach Average-issue Reach of Leading Sunday NewspapersDMA Adults 52% Washington Post 42% Houston Chronicle Atlanta Journal Constitution 37% 36% Chicago Tribune Boston Globe 32% Dallas Morning News 32% 30% Philadelphia Inquirer The Washington Post is the only major market Sunday newspaper to reach more than half of its home market adults with a single issue. 25% Los Angeles Times 23% San Francisco Chronicle 18% New York Daily News New York Times 18% 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.
The Washington Post: a Powerful Medium Top 10 U.S. Newspapers Ranked by Sunday Circulation The Washington Post 929,921 48 Source: Scarborough 2007 Release 1
Washingtonpost.com Delivers your audience in Washington, the U.S. and around the world. • 8 million unique visitors a month, 85% of whomlive 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 only10% of the general population. Source: Nielsen/NetRatings Netview, March, 2006 & January 2005; Scarborough 2006, Release 1
Grazie per la vostra attenzione, Per ulteriori informazioni: PUBLICITAS INTERNATIONAL Tel: +39 02 55 19 43 85 Delphine Majoie @ delphine.majoie@publicitas.com
