Gulf News Leads on Readership

Dubai: The UAE likes to read. Nearly 90 per cent of the country’s population accesses some form of print publication, says the latest readership survey.

The print media survey (National Media Analysis – NMA) is done by Ipsos MediaCT, a global research company that specialises in market studies. Figures declare that seven out of every 10 people read a newspaper, which is great news for an industry that has been feeling the edge of the global recession.

International statistics show that Europeans and North Americans are letting go of their subscriptions. According to 2006-07 figures published by the World Association of Newspapers (WAN), a global independent body, newspaper circulation contracted 1.84 per cent in Europe and 2.14 per cent in the US. With continued job cuts and newspaper closures over the past months, the decline in the West continues.

However, the scenario does a complete turnabout when it shifts to Asia – newspaper circulation grew by 4.74 per cent, according to WAN’s figures for the last quarter of 2008.

Gulf News readership figures are reflective of this robust and steady growth. The NMA study, published this year, shows that it is “the English newspaper with the highest reach in the UAE”.

The 2007 study had also shown the same market domination displayed by the newspaper. There may have been no dramatic inclines in the growth graph but the market leadership has been maintained – people still like their morning newspaper, delivered at a specified time with award-winning content, design and printing.

Of the daily publications, while Gulf News reaches 49.5 per cent of the non-Arab population, its nearest competitor Khaleej Times shows a readership of 28.6 per cent, followed by 7Days at 8.5 per cent, The National at 8.1 per cent, The Gulf Today at 6.7 per cent and Emirates Business 24/7 at 3.8 per cent.

The Classifieds published by Gulf News reaches 26.7 per cent of the non-Arab population and tabloid! reaches 25 per cent.

Ipsos MediaCT does the survey annually. Its expertise lies in analysing market potential and future trends. In the study, sampling units are based on adult individuals in each household, created after detailed face-to-face interviews. The samples were then drawn, weighted and grossed to represent the total adult population of the UAE age 15 years and above.

As per a 2006 census, the UAE’s population is 4.1 million, of this it can be safely said that over 50 per cent is non-Arab, which helps place Gulf News’ readerlship lead in perspective.

The survey reveals some very interesting facts. It was found that Gulf News has also the highest readership reach – individually – in nearly all the emirates in the UAE, with 50.4 per cent in Abu Dhabi, 50 per cent in Dubai, 52.1 per cent in Sharjah, 35.6 per cent in Ajman, 53.8 per cent in Fujairah and 52 per cent in Ras Al Khaimah.

Above two-thirds of Gulf News readers are based in Abu Dhabi and Dubai at 66.1 per cent, followed by Sharjah at 20.5 per cent.

All well and good, but a newspaper can never be truly representative of its readers if it fails the gender scrutiny. Quite often, newspapers tend to be male-centric – in their attitude, display, tone and overall perception. In some cases it becomes definitively female oriented. But, for a newspaper to achieve a middle path is a milestone, for that means both men and women, equally, turn to the newspaper as a guide, information resource and friend – there is no sense of bias.

The female readership for Gulf News has been placed at 49.8 per cent and male readership at 49.3 per cent. In both cases the figures are nearly twice that of its nearest competitor Khaleej Times.

While women continue to battle the glass ceiling and break new barriers, Gulf News stands by their side – a mirror to their achievements and to society.

Readers vote for Gulf News

Gulf News has probably the highest reach by an English daily across the literate population of the UAE.

The Ipsos MediaCT survey states one in five of the university educated non-Arabs in the country comprise its regular readers. What makes it so popular? Is it news, features, pictures, design, advertising or the marketing that is making an impact – our readers provide an insight.

Dr Essam Ayache, an American Lebanese national based in Abu Dhabi, said the appeal is “the complete package”. He said: “I like the clear layout, printing quality and the clear division of the sections in it& each section is separate, be it news, sports or comments.”

Although, Dr Ayache would like to see more news and analysis on the Lebanese and Palestinian issues. He makes it a point to add that Friday magazine is a favourite, especially its “art, food and health” articles. “I read it from cover to cover.” The readership study shows that Friday has the maximum exposure across all age groups -more than double of all the other magazines, especially for readers age 25 and above. A chiropracter by profession, Dr Ayache has been in the UAE for four months.

He said: “I am impressed by the quality of printing and the paper.”

Dr Paul Gardiner, a senior lecturer in project management at a British university in Dubai, felt that the appeal for him has a lot to do with the newspaper’s “reader-friendly format”.

He said: “The newspaper offers a broad range of topics on issues that are relevant to my interest…comment and politics.”

A British national based in Dubai, he has been in the UAE for less than a year.

Jimmy Jacob, a Dubai-based Indian mechanical engineer employed in the field of aviation, said Gulf News’s selling point “is Nation news”. He has been in the UAE “all my life, which is 30 years. As an expatriate, when it comes to news about events in my country, I turn to television news channels. However, when it comes to the UAE I depend on Gulf News & Nation news.”

Jacob said the newspaper helps him stay informed and relevant to what is happening in his immediate community and the region at large. “Everything that I need to know about the UAE gets covered by Gulf News and it also has good Middle East coverage.”

Grade 12 student Megha Tony agreed and added that the newspaper takes into account the varied age groups of its readers. It is in line with the Ipsos survey, which shows that Gulf News and its related publications is most read by all age groups in the UAE.

Tony has been in the UAE for the past 15 years. The 16-year-old Indian said: “Gulf News does so much in the coverage it offers for all age groups and for teenagers there are articles, there is Friday and eplus, then you have Funday for smaller children. Funday is good even for those in play school, so they can develop their cognitive abilities even at home.”

But, the clincher for her is the sense of “trust” she has when she reads what is reported in the newspaper.

Tony said: “When you compare the Nation news in Gulf News to other newspapers, you can trust Gulf News, that is what I like about it.”

Ezzat Moghazy, an Egyptian national working in the UAE for the past six years, added that the newspaper is a “good collection of national and international news”.

A physiotherapist by profession, Moghazy said: “Gulf News is like a one-stop shop for global news, a journal once you read, you do not need to review other news sites because it covers all the latest happenings – national and international and updates it [online].”

By Anupa Kurian
March 17, 2009
source: gulfnews.com