National Journal’s annual study, Washington in the Information Age, discusses the media consumption habits of Washington decision-makers and leaders. As public and media relations professionals, it is our job to effectively target the audience that will benefit most from our messaging.
Regardless of the consumer’s age, radio and podcast consumption of news and information is highest during morning commutes as well as during evening commutes. According to Marketing Charts, listening is most heavily skewed towards out-of-home listening during the 3 to 7 p.m. period (75%), followed closely by the 10 a.m. to 3 p.m. period (74%). Only 47% of Washington insiders report consuming print news and information daily.
Despite misinformation becoming a prevalent problem in our society, Washington insiders believe that they can discern real news from fake news. “I am less likely to worry about hoaxes because I have multiple sources that I rely on,” said a Generation X Capitol Hill Democrat. However, the study found that hyper partisan content and sloppy reporting are significant concerns.