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Conrad Mwanawashe Herald Reporter
The Herald continues to rule the roost, with the paper emerging yet again as the most-read daily preferred by readers in almost all news categories and on the digital platforms, with 26 percent of Zimbabweans over 15 having read the printed paper in the last three months.
Zimbabwe All Media Products Survey results published by the Zimbabwe Advertising Research Foundation yesterday revealed that readers for all daily newspapers had increased compared to the same period last year.

The Herald dominates in both urban and rural markets with 39 percent of urban adults and 14 percent of rural adults having read the paper in the last three months

The Herald’s readership increased by two percent from the 24 percent of the over-15 population who read the paper in 2013.

The Zamps survey showed that the Daily News came second and accounting for 15 percent of the potential market compared to 12 percent during the same period last year.

Another of Zimpapers publications, H-Metro was third with 14 percent of the potential market, a two percent increase from last year.

Alpha Media Holdings’ NewsDay occupied the fourth position and accounted for 13 percent of the potential market compared to 11 percent last year.

The Chronicle, another Zimpapers publication came fifth having increased its market share by two percent to nine percent.

Southern Eye from the AMH stable fared the least among the dailies accounting for three percent of the potential market share from one percent last year.

The figures do not add up to 100 percent since some people read more than one paper and all papers combined read around 41 percent of the adult population.

The Herald is also leading on the digital platforms with six percent of readers having accessed the paper through the Internet in the last three months, an increase from two percent recorded last year.

Newsday and Daily News are tied at five percent on the digital platform.

The Zamps survey was conducted by Topline Research Solutions on behalf of the Zimbabwe Advertising Research Foundation (ZARF).

ZARF is an independent board mandated to monitor and undertake independent market research on behalf of advertisers, the media, publishers, advertising agencies and public relations consultants in Zimbabwe. It is finded through a levy on all advertising.

The research company commissions from an independent company an annual study called the Zimbabwe All Media Products Survey, with the main purpose of gathering yearly data on different media and products consumption. The system of funding and survey commissioning puts the results at a double-arms length from any media house, meaning that no media company can influence the results.

A total of 4 000 respondents were sampled for the latest survey, drawn from all the country’s 10 provinces and covering both urban and rural areas.

Its targeted population were adult Zimbabweans aged 15 years and above for both males and females. The sample was split equally between both sexes.

increase from last year.

Alpha Media Holdings’ NewsDay occupied the fourth position and accounted for 13 percent of the potential market compared to 11 percent last year.

The Chronicle, another Zimpapers publication came fifth, having increased its market share by two percent to nine percent.

Southern Eye from the AMH stable fared the least among the dailies accounting for three percent of the potential market share from one percent last year.

The figures do not add up to 100 percent since some people read more than one paper and all papers combined read around 41 percent of the adult population.

The Herald is also leading on the digital platforms with six percent of readers having accessed the paper through the Internet in the last three months, an increase from two percent recorded last year.

Newsday and Daily News are tied at five percent on the digital platform.

The Zamps survey was conducted by Topline Research Solutions on behalf of the Zimbabwe Advertising Research Foundation (ZARF).

ZARF is an independent board mandated to monitor and undertake independent market research on behalf of advertisers, the media, publishers, advertising agencies and public relations consultants in Zimbabwe. It is funded through a levy on all advertising.

The research company commissions from an independent company an annual study called the Zimbabwe All Media Products Survey, with the main purpose of gathering yearly data on different media and products consumption. The system of funding and survey commissioning puts the results at a double-arms length from any media house, meaning that no media company can influence the results.

A total of 4 000 respondents were sampled for the latest survey, drawn from all the country’s 10 provinces and covering both urban and rural areas.

Its targeted population were adult Zimbabweans aged 15 years and above for both males and females. The sample was split equally between both sexes.