MEDIA MARKET DATA - World Association of Newspapers

eaders than traditional magazines. Key findings included: * 73 per cent of readers go throughat least half of a newspaper magazine in detail. * 63 per cent of newspaper magazine readersread most current issues, compared with 54 per cent of other magazine readers. * Newspapermagazine readers spend more time per page than newsstand magazine readers (53seconds v40 seconds). * Newspaper magazine readers are loyal, with 48 per cent reading each of thefour most recent issues; the comparative figure for other magazine readers is 32 per cent.Fairfax General Magazines director Karim Temsamani said the study shows newspapermagazines had a competitive edge as a prime advertising platform. However, MPA executivedirector Helen Kingsmill said that many of the survey's claims "aren't plausible". "To arguethat consumer magazines are less relevant and inspiring for their readers than free newspaperinsertedmagazines goes against all that we know about why people pay substantial coverprices for magazines," Ms Kingsmill said. She said if newspaper magazines were moreimportant to readers, "Why not charge a cover price for them and see how many people buythem?" http://www.theaustralian.news.com.au/story/0,20867,19170212-7582,00.html; May18, 2006IndiaAccording to the IRS 2006 Round 1 statistics, the readership of any English daily hasincreased by 2.24 per cent in comparison to the previous round of the IRS (Round 2, 2005).The current readership of any English daily stands at 17,396,000. However, the study revealsthat there are fewer takers for our national language. The readership of any Hindi daily hasdeclined marginally by 0.28 per cent from 62,883,000 to 62,710,000. The difference inreadership between the last two rounds is around 173,000 readers. Among the regional dailies,the highest growth has been attained by the Assamese dailies. The readership of anyAssamese daily has increased 11 per cent from 2,340,000 in Round 2, IRS 2005, to 2,600,000readers in Round 1, 2006. However, in terms of absolute numbers, the highest growth hasbeen achieved by the Gujarati dailies. The readership of any Gujarati daily has increased by838,000 readers. As per IRS 2006, Round 1, the readership of any Gujarati daily today standsat 12,582,000. http://www.agencyfaqs.com/news/stories/2006/04/07/14665.html; April 7,2006United States of AmericaA new Outsell, Inc. survey of 2,800 consumers’ news habits shows most Americans get theirnews from television, and that newspapers continue to cede readership to the Internet.Outsell’s HotTopics report, The Future Of News: Latest Reader Study Shows NewsPublishers Caught Between TV And Internet reveals how the interactivity and personalizationafforded by the Internet has not only cut into newspaper readership, but in addition hasweakened the link between reading and shopping, costing publishers revenue opportunities.Consumers also prefer the Web as the best route to news and information about health,personal finance and travel, topics that allow for both deeper exploration and sponsoredcontent. Among the survey’s key findings: * Television is top choice for national news* Local remains a stronghold for newspapers * News Companies Losing their Central Place inCommerce * Web Now First for Health, Wealth and Travel.http://www.outsellinc.com/outsell/press%20room/pr_release/pr20060228_01.htm; February28, 200645