Erdos & Morgan is proud to release the 2008-2009 Opinion Leaders Study. This national survey is the industry's leading syndicated study of contemporary issue involvement and media influences. For over 20 years this study has provided many of the most prestigious media, communications and advertising companies in the country with industry leading information about opinion leaders.

The objectives of the study are to gather information that would:

• Provide marketers with measures of the personal and professional involvement of prominent Americans in contemporary issues
• Furnish advertisers and advertising agencies with measurements of the reach and influence of media serving the opinion leader marketplace
• Provide media with data and opportunities to sell products and services to marketers and advertising agencies

Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on business, social, political, environmental and educational issues far exceeds their numbers in the population. They exercise far-reaching and powerful influences on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation.

The 2008-2009 Erdos & Morgan Opinion Leader Study produces two distinct measures for each media:

A coverage figure that equates to an audience measurement based upon occasional and regular readership/viewership, and a qualitative composition figure based upon the perception of each reader/viewer about their media. For each media, five different qualitative composition figures are generated.

The following are the top 25 media that reach the most Opinion Leaders.

TOP 25 MEDIA BASED ON COVERAGE
	%
The New York Times	60.9
The Wall Street Journal	59.5
NBC Nightly News	48.1
USA Today	48.0
ABC World News Tonight	44.4
Newsweek	43.8
The Washington Post	39.8
Time	39.6
National Geographic	39.4
CBS Evening News	38.2
The New York Times Sunday Edition	37.3
The NewsHour with Jim Lehrer (PBS)	36.7
The New Yorker	35.5
AARP Bulletin (11X)	33.5
Meet the Press (NBC, CNBC)	31.7
Smithsonian	29.2
U.S. News & World Report	28.9
The Economist	28.5
Larry King Live (CNN)	27.9
Anderson Cooper 360º (CNN)	27.0
The Daily Show with Jon Stewart (Comedy)	26.6
Scientific American	25.8
The O’Reilly Factor (FNC)	25.5
Hardball with Chris Matthews (MSNBC)	25.1
BBC News (PBS)	25.0

The following measurement is a qualitative look from the Erdos & Morgan 2008-2009 Opinion Leaders Study. These composition composites represent the percentage of a media's audience that identifies that media as exhibiting the quality measured. Despite audience size, this measurement illustrates how a media's audience is left with the impression of that media exhibiting each of the following five criteria measured:

The Most Influential
The New York Times
The New York Times Sunday Edition
The Economist
Foreign Affairs
Nature
Harvard Business Review
The Wall Street Journal
Science
The New England Journal of Medicine
JAMA: The Journal of the American Medical Association

The Most Objective
The Week
The NewsHour with Jim Lehrer (PBS)
Science
Nature
The Lancet
Scientific American
NOVA (PBS)
Nation's Cities Weekly
Natural History
JAMA: The Journal of the American Medical Association

The Most Current
The Week
NBC Nightly News
ABC World News Tonight
Defense News
Government Executive
Science
CNN Election Center with Campbell Brown
CBS Evening News
National Journal's CongressDaily AM
CQ Weekly

The Most Credible
Foreign Policy
CQ Weekly
The NewsHour with Jim Lehrer (PBS)
Scientific American
Nature
The Week
Harvard Business Review
NOW (PBS)
Science
JAMA: The Journal of the American Medical Association

The Most Enjoyable
The Daily Show with Jon Stewart (Comedy)
The Colbert Report (Comedy)
The Washingtonian
Reader's Digest
National Geographic
The New Yorker
Audubon
Vanity Fair
NOVA (PBS)
Natural History

In January 2009, Erdos & Morgan will be releasing the 2008-2009 Opinion Leader Digital Media Study. For more information about either Opinion Leader Study, please contact David March at (201) 236-0469 or david@erdosmorgan.com.