 |
| Most widely read ! |
The GRENADA TODAY has again emerged as the most widely read newspaper on the island.
That's based on a recent survey of the local newspaper that was conducted by the Barbados-based Systematic Marketing & Research Services Inc and targeted at the local private sector.
A copy of the resulted obtained by this newspaper showed that the GRENADA TODAY was way in front of the other competitors with a high 67% readership rating with the GRENADA INFORMER way behind in second spot (48%) and followed by the Grenadian Voice (16%) in a distant third.
The two other weeklies, SPICE ISLE REVIEW and GRENADA ADVOCATE took up the other positions.
The survey found out that:
*Readership of Grenada Today newspaper (67%) was the highest of the local newspapers read.
*Readership of this newspaper was well spread across all socio-economic groups, and both sexes, but was in higher proportions among the 25-54 years age group.
*By extrapolation, readership of Grenada Today is placed at 42 600 individuals.
Following are highlights of the Systematic survey:
Fieldwork was conducted in households during the period July 6th to July 25th, 2006.
Over that period five hundred and twenty five (525) interviews were conducted and accepted with selected individuals from a selected sample of households.
Fieldwork was carried out at various times of the day so as to ensure adequate opportunity for inclusion of working respondents.
Fieldwork was conducted island wide according to the proportionate population distribution within the parish.
A team of trained, experienced interviewers undertook the fieldwork for the survey.
After fieldwork was completed, the questionnaires were edited for consistency and correctness of the data. They were then coded, and the results processed by computer.
Newspaper Readership
Respondents were asked to indicate which local newspapers they had read during the week prior to being interviewed.
Newspaper readership during the week prior to the survey was fairly high (75%).
This readership was high throughout all demographic groups, but was marginally higher among upper socio-economic respondents, females and the
15-54 years age group.
This high level of readership, and the demographics reached could suggest an excellent opportunity to target many segments of the national market.
Readership of the Voice
Just about one in six of the respondents (16%) said that they had read the Grenadian Voice newspaper.
Readership of this newspaper was in marginally higher proportions among middle and upper socio-economic households, both sexes, and the 20 years and older age group.
By extrapolation, readership of the voice newspaper placed at 10 000 individuals.
Readership of the Informer
Just under half of the respondents claimed readership of the Informer newspaper (48%), and this was the second highest of the local newspapers read.
Readership of this newspaper was well spread by socio-economic household, and by sex, but was marginally higher among the 20-24, 35-44 and the 55 years and older age group.
By extrapolation, readership of the Informer newspaper is placed at 30 600 persons.
Readership of the Spice Isle Review
Readership of the Spice isle Review newspaper (13%) was the fourth highest of the local newspapers read.
Readership of this newspaper was in higher proportions among middle and upper socio-economic households, both sexes, and the 15-34 and the 45 years and older age group.
By extrapolation, readership of the Spice Isle newspaper is placed at 7900 individuals
Readership of the Grenada Advocate
Readership of the Grenada Advocate newspaper (5%) was the lowest of the local newspapers read.
Readership of this newspaper was in higher proportions among middle and upper socio-economic households, both sexes, and the 15-34 and the 55 years and older age group.
By extrapolation, readership of the Grenada Advocate newspaper is placed at 3400 individuals.
