Dubai: Gulf News’ print readership grew in 2014. As per the latest Ipsos MediaCT survey, the UAE’s leading English language newspaper, with the highest spread among non-Arabs, has increased that reach by 1.5 per cent to 50.5 per cent.
In a day and age when newspapers around the world are downsizing, re-structuring or shutting down, growth is a remarkable piece of news. It is a beacon of success delivered by consistent hard work, drive for quality and innovation. The numbers prove that the newspaper has not failed its readers.
The Ipsos MediaCT survey report shows that non-Arab English language newspaper readers of all age groups in the UAE – from 15 to 55+ years — continue to prefer Gulf News as their main news source. Every experiment and evolution has been driven with one core purpose — to offer the reader a better experience. And that has paid off.
Young readers
However, one of the key aspects is the increase in young readership, the 15 to 24 years group. In the results published in 2014, it was 19.7 per cent. Today it stands at 21.5 per cent.
One of the prime reasons that print products globally are affected is because the young readership is dropping, so the scope of growth is low. The shift is to a digital presence.
So, being relevant, as a print product, to generations that live in a world swarmed by smart devices is something that Gulf News is proud of. But true to our evolutionary drive, multi-platform presence is also part of this push, including online and social media.
Some of the other highlights of the survey include the fact that 60 per cent of Gulf News readers are university educated, while 40 per cent enjoy a monthly household income of above Dh10,000. In fact, 15 per cent of the readers are in the upper or middle management levels. We are looking at a readership that is upwardly mobile and includes employees, professionals, entrepreneurs and decision-makers. Gulf News truly is ‘the intelligent choice’.
The results are based on 4,017 face-to-face interviews held from March to September last year.
