Herald House, the headquarters of one of Zimbabwe's state newspapers in Harare. It was reported that over one million adults read the paper, one of the leading state newspaper in Africa., a photo by Pan-African News Wire File Photos on Flickr.
Over a million adults read The Herald - survey
Tuesday, 31 May 2011 22:54
MORE than a million adults read The Herald in the first quarter of this year, confirming Zimbabwe's first newspaper keeps the top spot for daily newspapers it has held for 120 years.
The Zimbabwe All Media and Products Survey, run by the independent Zimbabwe Research Bu-reau for the Zimbabwe Advertising Research Foundation, found that The Herald had 1 038 392 adult urban readers in the first quarter, or an estimated 41 percent of the entire adult urban population of Zimbabwe.
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In second place in the daily stakes was NewsDay, with 658 219 readers just pipping The Herald's Harare stablemate H-Metro, which had 577 835 readers.
The Herald's Bulawayo stablemate, Chronicle, was fourth with 377 342 readers and B-Metro, H-Metro's southern stablemate, had 244 621 rea-ders.
This means Zimbabwe Newspapers' daily titles are read by a whopping 2 138 190 adults, or well over three times the nearest daily competitor, which tries to cross the four markets served by Zimpapers every day with a single title.
ZARF said The Herald led daily newspapers with 41 percent of the adult urban population, followed by NewsDay at 26 percent, H-Metro 23 percent, Chronicle 15 percent, and B-Metro 10 percent.
The last survey had established that The Hera-ld had a penetration of 44 percent of the adult urban population, which has grown, H-Metro 28 percent, NewsDay 23 percent and Chronicle 18 percent.
It means daily newspapers from the Zimpapers stable are read by almost 80 percent of urban adults.
ZAMPS is a continuous survey by ZARF to provide information on media consumption and products.
It provides leads to marketers on the audience for media products including radio and TV stations, newspapers and the Internet.
The Marketers Association of Zimbabwe last year conferred The Herald with the Super Brand award for its excellence in providing real-time news every time.