Newspaper giveaways cloud media survey results

The full impact of newspaper giveaways during the April-May MFO Media survey could not be ascertained by MFO when collating the results of this survey, the results of which were presented yesterday.

MFO found of all the free newspapers given out, Express gave away the most. For example on Saturday, Express gave away over 60 percent of all free newspapers captured in the survey as compared to Guardian 12 percent and Newsday just over 20 percent. The presentation was made by Cassian Gyan of MFO and under special notices the survey report added, “The free distribution of newspapers in locations across the country continued during the survey period, we are not in a position to determine the full impact of this situation.” Newsday held its exclusive core readership position at 64 percent as compared to 12 percent to the Guardian and 28 percent to the Express. The survey showed the Express emerging in the number one position in daily readership with 43 percent Mon — Fri, compared to 36 percent for Newsday and 21 percent for Guardian. The Sunday Express was at 47 percent, Newsday 31 percent and Guardian 22 percent. The Saturday Express was 45 percent, Newsday 34 percent and Guardian 21 percent.

In the last survey, Newsday was number one with 41 percent compared to Express 36 percent and Guardian 15 percent. In that survey as well the Sunday Newsday was 38 percent, Express 43 percent and Guardian 19 percent. Newsday has held the number one position in the previous ten consecutive MFO surveys, and this year Newsday is marking its 10th Anniversary of success in the media industry.