The Business Elite's Quest for 'Insight'

Knowledge Type: Articles
Source:  Ipsos Ideas
Published Date:  March 2008

America’s business elite – senior executives, CEOs and other C-suite officers from mid- to large-size companies, including many from the Fortune 500 – see no clear media leaders as sources of ‘insight,’ according to the recent BE: USA survey carried out by Ipsos Media.

As part of a much broader profiling study, Ipsos Media asked these elite purchasers and influencers to assess a wide range of media properties in terms of their (1) authoritativeness, (2) trustworthiness, (3) influence, and (4) insightfulness as information sources. Media properties included leading business and current events periodicals, as well as daily and weekly news and current events TV programming, and web properties.