Final Topline

1. SOURCE
			CLINTON STORIES (#)			BUSH STORIES (#)
ALL PRINT			373			222
	ALL NEWSPAPERS			324			202
		Washington Post			182			100
		New York Times			142			102
	ALL NEWSWEEK			49			20
	ALL BROADCAST			193			111
		ABC World News			56			24
		CBS Evening News			64			26
		NBC Nightly News			38			23
		PBS Newshour			35			38
2. DATE
			CLINTON STORIES (%)			BUSH STORIES (%)
	Clinton First Half		57			–
	Clinton Second Half		43			–
			100
	Bush First Half		–			57
	Bush Second Half		–			43
						100
3. PLACEMENT (Newspapers only)
			CLINTON STORIES (%)			BUSH STORIES (%)
	Front page		34			34
	Front business/financial page		13			3
	Front page/ inside sections		4			5
	Sunday Review/Outlook		7			5
	Editorial		23			23
	Op/Ed		19			30
	Newspaper/Other		–			–
			100			100
4. TOPIC
			CLINTON STORIES (%)			BUSH STORIES (%)
ALL POLICY ISSUES			71			74
	All Domestic Issues			51			56
		Budget Issues Only			25			27
	All Foreign/Defense Issues			20			18
ALL PROFILE/CHARACTER ISSUES			26			22
OTHER			3			4
		Abortion/Family planning	1			2
		Agriculture	–			–
		Budget/Taxes	25			27
		Business/Economy (non-budget)	6			2
		Campaign Finance	1			2
		Civil rights/liberties	*			–
		Crime incidents or trends	–			–
		Crime/Gun policy	*			*
		Culture/Arts	–			*
		Defense–US	2			3
		Disasters	–			*
		Education	*			6
		Election Process	–			2
		Environment	*			6
		Foreign policy & US Intervention	16			14
		Foreign Trade	3			1
		Gays in the Military	7			–
		Health Care/The elderly	5			2
		Immigration	*			*
		Labor	2			2
		Poverty	1			–
		Religion	–			5
		Science/Technology	1			–
		Women’s Rights	1			–

		Personal profile/character	4			4
		Presidential appts./nom.-official	7			3
		Political skills/management	11			11
		Political philosopy/ideology	4			4
		Other	3			4
			100			100
5. FRAME
			CLINTON STORIES (%)			BUSH STORIES (%)
		Calendar/Process		3			3
		Future Implication (longterm)		1			–
		Historical Outlook/Trend		5			3
		Battleground		11			14
		Performance		13			13
		Policy explored/explained		35			48
		Official Reaction/Response		3			*
		Reality Check		5			2
		Tactics & Strategy		22			14
		Wrongdoing exposed		*			1
		Other		2			2
6. POLITICAL ARENA
			CLINTON STORIES (%)			BUSH STORIES (%)
President and:
		Cabinet/Advisors/VP		10			5
		Federal Employees/Agencies		3			1
		Congress		14			25
		Courts		1			1
		State Officials/Gov’t		1			2
		Military rank & file		2			2
		Foreign Leaders/affairs/markets		16			16
		Business/Financial Markets		9			3
		Interest Groups (organized)		4			7
		Citizens/Subgroups (not formally organized)		16			8
		The Media		1			1
		Family & Friends		2			1
		Office of the President		20			27
		Other		20			27
				100			100
7. UNDERLYING THEME
			CLINTON STORIES (%)			BUSH STORIES (%)
		Leadership Ability/Skills		37			31
		Core Ideology/Agenda		58			65
		Character/Personality/Temperament/Honesty		5			4
				100			100
8. TONE OF THEME
			CLINTON STORIES (%)			BUSH STORIES (%)
		Positive		27			22
		Neutral		44			49
		Negative		28			28
		Satire		1			1
				100			100
9. BIG STORY
			CLINTON STORIES (%)
CLINTON-1993
		Inauguration ’93		3
		Budget Speech to Cong		2
		Budget Plan Assessment/Explanation		12
		Budget Plan Passage (re. Congress or Citizen)		11
		Energy Tax		2
		Reducing/ “Reinventing” Gov’t		2
		Jobs Program		1
		Industrial/Tech. Policy		2
		Base Closings		1
		Abortion		1
		Health Care Plan		3
		Health Care Task Force		2
		Gays in the Military		7
		Welfare Reform		1
		Bosnia Intervention		7
		Iraq Intervention		1
		Russian Aid		3
		Free Trade		3
		Attorney General nominations		6
		FBI Director W. Sessions removal		*
		Justice White/Supreme Ct. nomination		1
		Not a Big Story		29
				100
						BUSH STORIES (%)
BUSH-2001
		2000 Election Controversy					2
		Inauguration					4
		Budget assessment					10
		Budget Passage					11
		Budget Speech to Congress					4
		Estate Tax Specific					1
		Defense Review					3
		Abortion					1
		California Power Crisis					1
		Education Plan					6
		Energy Crisis					1
		Environmental Policy/Global Warming					3
		Faith Based Initiative					6
		Hanssen Spy Capture					–
		Patient’s Bill of Rights					1
		Blair meeting					1
		Iraq Intervention					4
		Israel/Middle East Policy					1
		Mexico Policy & Meeting w/ Fox					2
		USS Greeneville Fishing Trawler					*
		Bush Reaching Out/Crossing Lines					3
		Role of Bush Cabinet/Advisors					2
		Ashcroft Nomination					2
		Clinton Scandals					1
		Not A Big Story					30

ADDITIONAL COMPARATIVE RESULTS

TOPIC
		CLINTON STORIES (%)			BUSH STORIES (%)
		All Newspapers	All Newsweek	All Television	All Newspapers	All Newsweek	All Television
ALL POLICY ISSUES		71	67	71	69	80	82
	All Domestic Issues	49	47	55	48	65	69
	All Domestic Issues	22	20	16	21	15	13
PROFILE/CHARACTER ISSUES		25	33	25	26	15	16
OTHER		4	–	4	5	5	2
		100	100	100	100	100	100
FRAME
		CLINTON STORIES (%)			BUSH STORIES (%)
		All Newspapers	All Newsweek	All Television	All Newspapers	All Newsweek	All Television
Calendar/Process		2	2	5	3	5	1
Future Implication (longterm)		1	2	1	–	–	–
Historical Outlook/Trend		6	6	3	5	5	–
Battleground/Conflict		10	12	13	7	15	25
Performance		13	16	12	16	10	9
Policy explored/explained		38	19	35	51	50	42
Official Reaction/Response		2	2	3	–	–	1
Reality Check		5	10	4	2	–	3
Tactics & Strategy		21	29	21	13	15	16
Wrongdoing exposed		–	–	2	–	–	2
Other		2	2	1	3	–	1
		100	100	100	100	100	100
POLITICAL ARENA
		CLINTON STORIES (%)			BUSH STORIES (%)
		All Newspapers	All Newsweek	All Television	All Newspapers	All Newsweek	All Television
President and:
	Cabinet/Advisors/VP	12	12	8	8	–	2
	Federal Employees/Agencies	2	6	3	1	–	2
	Congress	15	6	17	17	30	39
	Courts	1	–	2	1	–	–
	State Officials/Gov’t	1	–	2	2	5	1
	Military rank & file	1	–	3	2	–	2
	Foreign affairs/markets	17	19	13	20	15	11
	Business/Financial Markets	12	2	5	2	5	5
	Interest Groups (organized)	4	6	3	5	25	8
	Citizens/Subgroups (not formally organized)	12	12	23	7	–	12
	The Media	1	4	–	1	–	–
	Family & Friends	1	2	3	1	–	–
	Office of the President	19	29	18	32	20	18
	Other	2	2	–	1	–	–
UNDERLYING THEME
		CLINTON STORIES (%)			BUSH STORIES (%)
		All Newspapers	All Newsweek	All Television	All Newspapers	All Newsweek	All Television
	Leadership Ability/Skills	34	51	39	32	15	31
	Core Ideology/Agenda	60	47	58	63	80	67
	Character/Personality	6	2	3	5	5	2
		100	100	100	100	100	100
TONE OF THEME
		CLINTON STORIES (%)			BUSH STORIES (%)
		All Newspapers	All Newsweek	All Television	All Newspapers	All Newsweek	All Television
	Positive	30	22	22	22	30	22
	Neutral	42	39	48	43	35	62
	Negative	26	39	30	34	35	16
	Satire	2	–	–	1	–	–
		100	100	100	100	100	100