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(HERALD) The Herald tops readership

The Herald tops readership
Wednesday, 14 December 2011 00:00
Business Reporter

THE Herald has maintained its pole position as the most widely-read daily in Zimbabwe, with close to a million adult urban readers, according to a latest independent media survey.

In its third quarter report covering July to September, the Zimbabwe All Media and Product Survey shows that the Zimpapers flagship is read by an estimated 916,714 people from the age of 15.

This makes it the most widely-read daily among urbanites, being read by 36 percent of all urban Zimbabweans over 15.
It is a slight improvement compared to the second quarter when the paper was read by 34 percent of the adult population.
The latest Zamps results keep The Herald at the top of the readership list, as it has been for 12 decades.

The newspaper celebrated its 120th anniversary in July this year and during this period, it has been the most widely-read paper.
While the latest report has confirmed The Herald's dominance of the urban market, the previous independent Zamps survey also placed the newspaper as the most read among rural adults.
This time the rural market was not sampled.

Zamps samples the urban market quarterly, but the rural market less often.
NewsDay came second, edging the Daily News out of the second place.

Its urban readership is now 745 812 or 29 percent of the adult urban population.
Daily News gained four percent to 26 percent of the adult urban population or 662,131 readers.

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In fourth place is H-Metro, The Herald's tabloid stablemate with 22 percent of the market or 526,136 readers.
The Chronicle's is in fifth position and its readership marginally fell three percent to 12 percent.

B-Metro was stagnant at 7 percent.
Overall, the readership of dailies grew 8 percent during the period under review.
Last week, The Herald won the prestigious Superbrand of the Year Award in the print media category for 2011 for the second year running.

The contest was dominated by the Zimpapers stable, with the Sunday Mail coming third. NewsDay was second.
The Superbrand of the Year Awards is an annual event which recognises outstanding brands in the country.
Commenting on the latest results, Zimpapers group chief executive Mr Justin Mutasa said the Zamps results were an indication that the group was geared to maintain its dominance over the country's media landscape.

"The market has spoken and it is for all to see," said Mr Mutasa.
"We are very proud that we have remained on top and we shall move a gear up towards further improving our quality publications."

Mr Mutasa paid tribute to Zimpapers publications' readers and advertisers for supporting the group's titles.
Zamps is put out by the Zimbabwe Advertising Research Foundation, a trust that is backed by all major adverting agencies and major publishing houses.

The foundation is funded by a small levy on advertising, regardless of where the advertising is placed, so is financially independent of any media house, whether an agency or a media owner.
In turn, it hires an independent research group to conduct actual surveys.

This particular survey was done by Research Bureau International.
The foundation's role is limited to paying for the work and publishing the results.

Labels: THE HERALD

posted by MrK @ 4:55 PM