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placed the newspaper as the most read among rural adults.
This time the rural market was not sampled.

Zamps samples the urban market quarterly, but the rural market less often.
NewsDay came second, edging the Daily News out of the second place.

Its urban readership is now 745 812 or 29 percent of the adult urban population.
Daily News gained four percent to 26 percent of the adult urban population or 662,131 readers.

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In fourth place is H-Metro, The Herald’s tabloid stablemate with 22 percent of the market or 526,136 readers.
The Chronicle’s is in fifth position and its readership marginally fell three percent to 12 percent.

B-Metro was stagnant at 7 percent.
Overall, the readership of dailies grew 8 percent during the period under review.
Last week, The Herald won the prestigious Superbrand of the Year Award in the print media category for 2011 for the second year running.

The contest was dominated by the Zimpapers stable, with the Sunday Mail coming third. NewsDay was second.
The Superbrand of the Year Awards is an annual event which recognises outstanding brands in the country.
Commenting on the latest results, Zimpapers group chief executive Mr Justin Mutasa said the Zamps results were an indication that the group was geared to maintain its dominance over the country’s media landscape.

“The market has spoken and it is for all to see,” said Mr Mutasa.
“We are very proud that we have remained on top and we shall move a gear up towards further improving our quality publications.”

Mr Mutasa paid tribute to Zimpapers publications’ readers and advertisers for supporting the group’s titles.
Zamps is put out by the Zimbabwe Advertising Research Foundation, a trust that is backed by all major adverting agencies and major publishing houses.

The foundation is funded by a small levy on advertising, regardless of where the advertising is placed, so is financially independent of any media house, whether an agency or a media owner.
In turn, it hires an independent research group to conduct actual surveys.

This particular survey was done by Research Bureau International.
The foundation’s role is limited to paying for the work and publishing the results.