With the exception of "Yediot Ahronot", the exposure rates of Israel's daily newspapers were higher in the first half of 2009 than in the second half of 2008, according to a TGI survey, published today.
The readership of "Yediot Ahronot", which has the largest circulation, has been declining for 18 months, a slide that the paper has been unable to stem. The paper's exposure rate fell to 34.2% in the first half of 2009 from 35.9% in the second half of 2008. Part of the reason has been the success of the freesheets, especially "Israel Today", which have had steady increase in circulation since their launch.
The economic crisis cannot be ruled as contributing to the rise in the freesheets' readership in the first half of the year compare with the for-pay papers, headed by "Yediot Ahronot". However, this factor cannot account for the growth in "Ma'ariv's" exposure rate, especially given the uncertainties at that paper in recent months, including waves of layoffs and the resignations of its editors in chief. To see whether the rise in "Ma'ariv's" readership is temporary or a trend, it will be necessary to wait for circulation figures for the second half of the year.
"Israel Today" had the largest increase in exposure rates, rising to 26.9% in the first half of 2009 from 23.2% in the second half of 2008. Despite the situation at "Ma'ariv", the paper boosted its exposure rate to 14.4% from 13.8%.
"Globes" boosted its exposure rate by 5.3% to 4% in the in the first half of 2009 from 3.8% in the second half of 2008.
"Haaretz exposure rate was unchanged at 7.5%. "Yediot Ahronot's" financial section "Calcalist" saw its exposure rate fall 14% to 3.7% in the first half of 2009 from 4.3% in the second half of 2008.
Published by Globes [online], Israel business news - www.globes-online.com - on July 29, 2009
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