For Immediate Release
Contact: Kathy Bell
Jericho Communications
(212) 645-6900 x 117

The Typical Fortune 1000 CEO…900 Square Foot Corner Office, $2.5 Million in Stock Options,
Powerful Leader…and Diehard Simpson Fan
Public Relations Kit For Dummies Survey Finds That The Best Way To Target Your Audience
Is To Hit Them Where They Least Expect It

You may think that by 8:00 a.m. a Fortune 1000 CEO has watched CNBC, read the Wall Street Journal and checked out the business section of the New York Times. But according to a new survey they may also be checking the television column for new episodes of The Simpsons, listening to Howard Stern and reading about the newest Survivor series.

According to a survey conducted by Jericho Communications' CEO Eric Yaverbaum in conjunction with the release of his second book, PUBLIC RELATIONS KIT FOR DUMMIES, which queried 628 professionals (Fortune 1000 and Internet CEOs, investment bankers) and non-professionals (stay-at-home moms) about their reading, viewing and listening habits, only 6% of all Fortune 1000 CEOs surveyed said that they watched all three Presidential debates, while 21% of Fortune 1000 surveyed said that they regularly watch The Simpsons. The survey also found that Fortune 1000 CEOs were five times as likely to listen to The Howard Stern Show compared to Bloomberg radio, while 33% of Fortune 1000 CEOs were able to name more members of the new "Survivor" cast than George W. Bush's Cabinet nominees.

"One of the ways to break through the clutter of so many media choices and so many marketing entities delivering messages is to go beyond the traditional areas that you would normally target and look to surround your audience in multiple media outlets that they read, watch and hear," said Eric Yaverbaum, co-author of PUBLIC RELATIONS KIT FOR DUMMIES(IDG, $29.99) "Of course, CEOs watch CNBC, but they also watch ESPN and read the food section of the paper. If you can deliver your message in these areas of the media as well as the expected media that you normally target, you will be creating a much more effective way of reaching your target audience."

Proving that not only have Internet stocks cooled but so has the stock of the media that covers the industry, the survey found that 65% of Internet CEOs would prefer to be featured on the cover of People than on the cover of the Industry Standard. Internet CEOs were also three times more likely to read about current events in a print newspaper or magazine than on an online publication or news service.

And it would be hard to say that everyone was awaiting the naming of the new GE CEO: 38% of investment bankers said they watched news about the new basketball coach of Indiana, Mike Davis, while only 19% said they watched news about the naming of the next CEO for General Electric, Jeffrey Immelt.

Eric Yaverbaum is available for interview.

Did You Know
According To The PR for Dummies Survey

Fortune 1000 CEOs

Survivor Hype
33% of Fortune 1000 CEOs were able to name more members of the new 'Survivor' cast than Bush's cabinet nominees.

Reading Into Bill
Fortune 1000 CEOs were four times more likely to have read President Clinton's interview in the December issue of Esquire than to have watched his speech at the Democratic National Convention.

Celebs Over Stocks
Fortune 1000 CEOs were twice as likely to watch EXTRA compared to CNBC's "Power Lunch."

Now If Homer Was A Third Party Candidate
Surprisingly, only 6% of all Fortune 1000 CEOs surveyed said that they watched all three Presidential debates. However, 21% of Fortune 1000 surveyed said that they regularly watch The Simpsons.

I'll Watch Mario Score Over Al Bore
Only 12% of Fortune 1000 CEOs said they watched Gore's concession speech, while 18% of Fortune 1000 CEOs said that they watched Mario Lemieux's return to ice on ESPN.
Pleasure Before Business
41% of Fortune 1000 CEOs said that the read the arts section of The New York Times before any other section.

Ba-ba-booey Bloomberg
Fortune 1000 CEOs were five times as likely to listen to The Howard Stern Show compared to Bloomberg radio.

A Kiss Is Just A Kiss. Even Political Ones
A whopping 59% of Fortune 1000 CEOs surveyed said that they saw George W. Bush kiss Oprah, while only 11% of Fortune 1000 CEOs surveyed said they saw Al Gore kiss Tipper at the Democratic National Convention.

The Five Most Regularly Watched Television Shows By Fortune 1000 CEOs

1. Oz
2. Ally McBeal
3. "Larry King Live"
4. The Howard Stern Radio Show (CBS)
5. The Simpsons

The Five Most Read Publications of Fortune 1000 CEOs

1. GQ
2. Newsweek
3. Fortune
4. Rolling Stone
5. Sports Illustrated

Internet CEOs

Bezos And Beck Neck And Neck
29% of Internet CEOs said they regularly read Red Herring while 27% of Internet CEOs regularly read Spin Magazine.

A Further Sign Of The dot-com Fallout
65% of Internet CEOs would prefer to be featured on the cover of People than the cover of the Industry Standard.

For the Latest News
Internet CEOs were three times more likely to read about current events in a print newspaper or magazine than on an online publication or news service.

Investment Bankers

The Firing of a Knight Beats The Replacement Of A King
38% of investment bankers were said they watched news about the new basketball coach of Indiana, Mike Davis, while only 19% said they watched news about naming of the next CEO for General Electric, Jeffrey Immelt.

This Stock Is Fashionable
Investment bankers were three times more likely to make a stock purchase based on something they read in GQ Magazine compared to Investor's Business Daily.

Uncovering Assets
Investment bankers were five times more likely to read Maxim magazine cover to cover compared to Business Week.

Stay-at-home moms

Oprah Makes Me Weep, But Wolf Makes Me Think
Surprisingly, only 16% of stay-at-home moms said they regularly watch Oprah, while 28% of stay-at-home moms said they regularly watch CNN.

Working At home 9 to 5
Stay-at-home moms were four times as likely to read the business section of the newspaper than the Food section.

The King Of All Media For Moms
Only 14% of stay-at-home moms in New York said that they watched Hillary Clinton's acceptance speech for Senator of New York while 39% of stay-at-home moms in New York said that they listened to the hyped "last day" of Howard Stern's radio program.