Dubai: Readership numbers have declined for all major English newspapers in the UAE, ranging from a 2 to 5 per cent drop. This is as per the latest Print Readership Survey by Ipsos Connect.
However, Gulf News continues to be the market leader at 45.1 per cent readership coverage across all non-Arabs. Khaleej Times stands at 29 per cent, The National at 9 per cent and 7 Days at 8.6 per cent.
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The overall readership is in some measure reflective of an increasingly diverse media market in the country. The competition is getting wider, which gives readers more options for their money. This is good news for both the publisher and the consumer because it creates drives innovation, creativity and quality.
The study covered fieldwork from March to October 2015, and includes face-to-face, telephone and online interviews, using a wide sample base reflective of the country’s demography.
We, as a media house, have striven hard to deliver an immersive experience to our readers consistently. The key reason Gulf News stays at the top of the pyramid and has witnessed readership growth, especially in the 25 to 34 age group – a 1.1 per cent increase from last year’s report.
This upward trend applies even if the readership base is divided into men and women. “Gulf News has a very high reach among males and females, reaching above 40 per cent in each gender,” states the survey. Readership by men rose by 4.1 per cent.
Some of the other highlights include the fact that 70.8 per cent of Gulf News readers are university educated, which is an increase by 10 per cent over the previous year. Additionally 55 per cent enjoy a monthly household income of above Dh10,000. In fact, nearly 30 per cent of the readers are in the upper or middle management levels, a 15 per cent jump over 2014.
Essentially, we are looking at a readership that is upwardly mobile, educated and likes to stay informed.
