"Influentials" don't get their news from TV

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According to the the findings of a new Mediamark Research Survey of the American Consumer by NOP World, print media are more effective than TV for reaching influential Americans˜the critical 10% of the population who drive what the others do and buy.

Percent of Influentials Who Are Heavy Users of Each Media:

NEWSPAPERS.........41%
MAGAZINES..........33%
RADIO..............20%
TV.................14%

My only question is - what's the criteria for 'influential?'