Despite uncertainty about its future, the free newspaper “Israeli” has bucked the downward trend in exposure of print newspapers in the year since paper’s launch. “Israeli” achieved an exposure rate of 11.4% in the latest TGI survey for the second half of 2006, after it was not even included in the survey for the first half.
The surge in readership of “Israeli” resulted in overall readership of Israeli newspapers in the second half of 2006, compared with the first half. However, excluding “Israeli”, exposure rates continued to fall. Except for “Globes”, which was unchanged, the exposure rates for all newspapers were lower in 2006 than in 2005.
The exposure rate for “Ma’ariv” fell from 22% in 2005 to 19.2% in 2006, “Yediot Ahronot” fell from 42.9% to 39.8%, and “Haaretz” fell from 7.6% to 6.5%. “Globes” was stable: 3.3% in 2005 and 3.2% in 2006.
Among the Friday papers, only “Globes” saw an increase in its exposure rate, rising to 2.5% in 2006 from 2.2% in 2005. The exposure rate for “Ma’ariv” fell from 27.1% to 24.8% in 2006, “Yediot Ahronot” fell from 54.1% to 50.7%, and “Haaretz” fell from 8.8% to 7.9%.
The second Lebanon war during the summer of 2006 demonstrated the importance of radio for news. “Reshet Bet” and “IDF Radio” (Galei Zahal) both saw an increase in listeners during the second half of last year. The exposure rate of “Reshet Bet” rose to 31.5% from 28.8% in first half of the year, and the exposure rate of “IDF Radio” rose to 27.8% from 25.1%.
The TGI survey was conducted among 10,000 Jewish adults aged 18+, representing 3.72 million. The survey uses the “single source data” method for monitoring consumer behavior.
Published by Globes [online], Israel business news - www.globes.co.il - on January 29, 2007
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