For the first time in decades, Hebrew daily "Yediot Ahronot" is no longer Israel's leading newspaper, according the TGI survey for the first half of 2010. Sheldon Adelson's freesheet "Israel Today" surpassed it with an exposure rate of 35.2% compared with "Yediot Ahronot's" 34.9%.
Although "Israel Today" tops "Yediot Ahronot", the difference is statistically insignificant; in practical terms, the two papers are tied. However, from the perspective of the 12-month exposure rate, "Yediot Ahronot" is still Israel's largest paper, with an exposure of 34.3%, compared with 30.4% for "Israel Today".
Both papers' exposure rate was higher than in the first half of 2009, when "Yediot Ahronot's" exposure rate was 34.2% and "Israel Today's" was 26.9%.
The "Yediot Ahronot" Friday edition is also keeping its dominance, with a 12-month exposure rate of 46%. Following the launch of "Israel Today's" Friday edition, which TGI measured for the first time in its survey for the first half, it has an exposure rate of 25.7%. The exposure rate of "Yediot Ahronot's" Friday edition fell to 43.7% in the first half of the year.
The exposure rate of "Ma'ariv's" Friday edition fell to 16.1% in the first half from 18.2% in the first half of 2009, and the exposure rate of "Haaretz's" Friday edition fell to 7.4% in the first half.
Among the financial press, "Globes" increased its exposure rate to 4% in the first half of the year from 3.9% in the first half of 2009, while "TheMarker's" exposure rate declined to 7.4% from 8.1%.
Published by Globes [online], Israel business news - www.globes-online.com - on July 28, 2010
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