Inquirer takes commanding lead in Metro, RP readership
By Kate Pedroso
Inquirer Research
THE PHILIPPINE DAILY INquirer has surged ahead in Metro Manila and all urban centers in the latest readership surveys, solidifying its position as the most preferred newspaper in the Philippines.
Conducted by two independent polling firms, the surveys have found that the Inquirer is also No. 1 among economic classes ABC.
The Nielsen Media Index study in the third quarter shows that the Inquirer accounts for 49 percent of respondents who said they had read a broadsheet the day before. Philippine Star ranked second, followed by Manila Bulletin.
Nielsen Media Research is one of the leading providers of advertising information services worldwide.
The Media Atlas of Synovate also shows that the Inquirer is the daily newspaper of choice for about half (44 percent) of those who read English dailies every day in urban areas nationwide.
Synovate is the market research arm of Aegis Group, a London-based marketing service firm.
The Nielsen results translate to about 964,000 (49 percent) daily readers for the Inquirer, 738,000 (38 percent) for Philippine Star and 661,000 (34 percent) for Manila Bulletin. Because some respondents read two or more broadsheets, the total exceeds 100 percent.
The Synovate results translate to about 742,000 daily readers on average for the Inquirer, 636,000 readers for Star and 620,000 for Bulletin.
Pursuit of excellence
“The latest survey results are a testament to the Inquirer’s pursuit of excellence. Our sincerest gratitude to our readers and partners for their overwhelming support,” Inquirer president Alexandra Prieto-Romualdez said.
She said the results strengthened the newspaper’s resolve to provide the public with balanced news and fearless views and to work for social progress.
Getting money’s worth
“We are ecstatic about this development, more so for our advertisers, dealers and key stakeholders for getting their money’s worth whenever they do business with us,” said Rene Reinoso, Inquirer senior vice president for sales and marketing.
“This is likewise the result of hard work, commitment to service and passion to excel of the Inquirer group’s entire workforce,” he said.
The latest Media Index, conducted by Nielsen Media Research, covers a rolling sample of 6,000 respondents aged 10 and older in 21 cities in Luzon, the Visayas and Mindanao. They were randomly selected and were interviewed from February to August this year.
Margin of error
The Nielsen survey has a margin of error of plus or minus 1 percentage point.
Conducted from July 2007 to June 2008, the Synovate survey interviewed 8,028 representative respondents aged 15 to 64.
The Synovate survey also has a margin of error of plus or minus 1 percentage point, and covers Greater Manila Area and 24 cities in the rest of Luzon, the Visayas and Mindanao.
Though they differ in methodology, both surveys show the wide lead of the Inquirer over Star and Bulletin in key areas across the country and among the upper classes.
The Nielsen survey results show the Inquirer leading in yesterday broadsheet readership in all urban areas nationwide, especially in Metro Manila.
Huge lead in Metro Manila
In Metro Manila, Nielsen has found that the Inquirer has a 47-percent readership among those who said that they had read a broadsheet the day before. Bulletin is in second place with 36 percent, while Star is third with 34 percent.
Nielsen’s Metro Manila results show an 8-percentage-point climb for the Inquirer from its market share of 39 percent in the second quarter (MI 2008 Q2).
The Inquirer also leads in broadsheet readership in Mega Manila (41 percent), the rest of Luzon (40 percent), the Visayas (70 percent), and Mindanao (53 percent). Mega Manila covers Metro Manila, Bulacan, Cavite, Laguna, Rizal and Pampanga.
No. 1 seven days of the week
The Nielsen survey has found that the Inquirer is No. 1 in all seven days of the week, both in Metro Manila and in other urban areas.
Nationwide, the survey shows that the Inquirer has a 52-percent yesterday broadsheet readership from Monday to Saturday, and 53 percent readership on Sunday.
Star has a 43-percent readership from Monday to Saturday, while Bulletin has 32 percent. On Sunday, Star has 42 percent and Bulletin, 37 percent, according to Nielsen.
In Metro Manila, Inquirer’s yesterday broadsheet readership is 47 percent from Monday to Saturday and 45 percent on Sunday.
By contrast, Star has a 40-percent readership in Metro Manila, while Bulletin has 36 percent in the six days to Saturday. On Sunday, Bulletin has 43 percent and Star, 41 percent.
The latest Nielsen survey results have also found the Inquirer leading in yesterday readership nationwide among upper and middle class ABC broadsheet readers with 51 percent. Star has 37 percent and Bulletin, 34 percent.
Bandera leads
Inquirer Publications’ Bandera is still the most-read tabloid in the Visayas (61 percent) and Mindanao (32 percent).
Of the 6,000 Nielsen respondents, 2,000 were interviewed in July and August this year. Another set of 2,000 respondents was interviewed in February and March for the MI Q1 study, and the same sample size in April through June for the MI Q2 study.
Nielsen Media Research used to release the Media Index annually. It started conducting the readership survey twice a year in 2006.
Synovate also found the Inquirer leading across the country, including the Greater Manila Area (GMA). In GMA, the Inquirer’s daily reach is 586,000 compared with Star’s 553,000 and Bulletin’s 540,000.
In the Synovate survey, GMA covers Metro Manila and the adjacent areas of Antipolo and Cainta in Rizal, Bacoor in Cavite, Meycauayan in Bulacan and San Pedro in Laguna.
Outside GMA, the Inquirer’s daily reach is 156,000—nearly double that of Star (83,000) and Bulletin (81,000).
CDN, Game magazine
The Synovate survey has also found that about half of the 1.1 million ABC readers who had read an English daily the day before (more than 556,000 Filipinos) said they read the Inquirer. Forty-two percent said they read Star, while 35 percent said they read Bulletin.
Among the regional dailies in the Visayas, Cebu Daily News, the Inquirer’s regional newspaper, is the second most read.
Synovate has also found that Hinge Inquirer Publications’ Game magazine is among the Top 10 general-interest magazines, with an average issue readership of 126,000.
Synovate used both telephone and face-to-face interviews with its 8,028 representative respondents, who were asked about their media consumption, ownership of a range of products, lifestyle, values and attitudes.
Its surveys cover GMA and the cities of Angeles, San Fernando, Baguio, Batangas, Calapan, Dagupan, Laoag, Legazpi, Naga, Olongapo and Santiago in Isabela in Luzon.
The cities of Bacolod, Dumaguete, Iloilo, Tacloban, Tagbilaran, Cebu, Lapu-Lapu and Mandaue in the Visayas, and the cities of Butuan, Cagayan de Oro, Davao, General Santos and Zamboanga in Mindanao.
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Inquirer still No. 1 by bigger margin, says Nielsen survey THE PHILIPPINE DAILY IN-quirer generated the largest readership among Filipino broadsheet readers nationwide, according to the latest survey conducted by Nielsen Media Research.
The Inquirer captured 53 percent of broadsheet readership in the country’s key cities, according to the Nielsen Media Index 2008 Q1. The Manila Bulletin and Philippine Star both got 44 percent.
This translates to an estimated 1.258 million readers for the Inquirer, 1.051 million for the Star and 1.048 million for Bulletin nationwide.
Yesterday, Inquirer president and CEO Alexandra Prieto-Romualdez thanked the readers “for making us still No. 1.”
“We are overjoyed about the news that this year’s Nielsen survey shows we have an even bigger lead than last year—our heartfelt thanks to our readers,” Romualdez said.
The latest findings demonstrated the widening gap between the Inquirer and its nearest competitor, from 6 percentage points in 2007 to 9 percentage points in the recent wave—the widest gap the Inquirer has had over the second most-read broadsheet since 2002, according to Nielsen.
This translates to roughly 200,000 more readers for the Inquirer, compared to its nearest competitor.
“And to show our appreciation, we are not increasing our cover price. Besides, we are one with the Filipino people in weathering the current crises in food and oil prices,” Romualdez added.
Absorbing rising costs
“We have decided to absorb the rising newsprint and delivery cost and not increase our weekday and Saturday cover price of P18 and Sunday price of P20. We shall of course continue to provide excellent news and features to deserve your continued patronage,” Romualdez added.
According to the survey, a high 52 percent of the ABC1 class of broadsheet readers said they read the Inquirer the day before. Star accounted for 42 percent while Bulletin had 37 percent.
The Inquirer also led across all regions—82 percent in the Visayas, 64 percent in Mindanao, 63 percent in the balance of Luzon and 46 percent in Mega Manila.
Mega Manila includes Metro Manila, Angeles, Antipolo, Cavite, San Pablo and Malolos. Balance of Luzon covers 11 cities in Luzon outside Metro Manila.
The latest survey findings were similar to results obtained by an earlier Nielsen survey covering the whole of 2007, which also showed the Inquirer on top with 53 percent, or an estimated 1.3 million readers.
The 2007 survey showed the Bulletin coming in second with 47 percent, or 1.17 million readers, while the Star was third with 42 percent, or 1.05 million.
Magazine leader, too
In the latest Nielsen survey, the Inquirer’s weekend supplement, the Sunday Inquirer Magazine, also maintained its leadership with 48 percent readership among those who said they had read a magazine the previous week. The Bulletin’s Panorama magazine got 44 percent and the Star’s Starweek, 17 percent.
Inquirer Libre was the sixth most read tabloid in Metro Manila with 8 percent readership among respondents who said they had read a tabloid the day before.
The Inquirer Publications’ Bandera was the leading tabloid among respondents who said they had read a tabloid the previous week in the Visayas (51 percent) and Mindanao (36 percent).
The survey used face-to-face interviews with a total of 7,100 respondents aged 10 and older from all socioeconomic classes in 21 cities in Luzon, Visayas and Mindanao.
Of the total number of respondents, 2,550 were from the Nielsen Media Index 2007 Wave 2, who were interviewed over the months of August and September in 2007. The rest of the respondents were interviewed over the months of February and March this year. The survey had a margin of error of plus-minus 1 percentage point.
Nielsen Media Research is one of the leading providers of television audience measurement and advertising information services worldwide. It used to release the Media Index annually. It started conducting the readership survey twice a year in 2006. Kate Pedroso, Inquirer Research
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PDI’s payola exposé wins Asian publishers’ Scoop Award
By Bill Formoso
HONG KONG—REVELATIONS OF CORruption in the highest places have won for the Philippine Daily Inquirer the Scoop Award in an Asia-wide contest organized by The Society of Publishers in Asia (Sopa).
The Inquirer was awarded the Certificate of Excellence in the scoop category for a series of reports on the P500,000 cash handouts distributed in Malacañang to congressmen and local government officials in October 2007, as the House of Representatives was confronted with an impeachment complaint against President Macapagal-Arroyo.
The Inquirer bested The South China Morning Post in this award category.
It also won Honorable Mention in two other categories—Excellence in Reporting of Breaking News and Excellence in News Photography.
The Sopa Awards for Editorial Excellence were handed out at a dinner in Hong Kong on June 4 attended by editors of various publications in Asia.
For the Scoop Award, Sopa cited the series of Inquirer reports on the cash handouts contained in gift bags under the headlines “Gov bares Palace payoffs,” “Palace fixes 190 solons,” “Pro-GMA solons given P.5M in cash” and “3 more solons confirm Christmas gift.”
The reports, which appeared in the newspaper’s Oct. 12-14, 2007, issues, were written by Norman Bordadora, Christian Esguerra, Michael Lim Ubac and Juliet Labog-Javellana, all based in Manila, and provincial correspondents Tonette Orejas (Inquirer Central Luzon), and Jhunnex Napallacan and Jolene Bulambot (Inquirer Visayas).
The team effort was led by Day Desk Editor Javellana and Orejas.
Sopa’s comment: “A clear glimpse of the money-politics nexus, despite efforts of elected representatives to both obscure and justify it.”
Hostage-taking
The Inquirer won Honorable Mention in Excellence in Reporting of Breaking News for its coverage of the hostage-taking of Tondo children by Armando Ducat, an engineer who had earlier put up a school for them.
The daylong drama of the children held hostage in a bus was beamed on worldwide TV.
Again, the reports were the result of a team effort.
The banner story, “World watched drama,” marked by the drop-head “Hostage-taker hits RP poverty, corruption,” was written by Javellana and Cenon Bibe.
It was accompanied by three sidebars: “Two men free 26 kids after 10-hr standoff” by Volt Contreras, Tina G. Santos and Alcuin Papa, “Sir Ducat gave toys, kids thought it was a game” by Allison W. Lopez and Tarra Quismundo, and “Ducat: Not your typical hostage-taker,” again by Contreras.
The hostage-taking reports appeared in the March 29, 2007, issue.
Sopa’s comment: “Riveting and comprehensive coverage of breaking news. Good coverage of gripping crime.”
In news photography, the pictures that won Sopa’s nod were “Hostage Crisis,” “Lanao elections,” “Wall collapses in Antipolo” and “Makati mutiny,” which saw print in the March 29, May 27, Aug. 9 and Nov. 30, 2007, issues of the newspaper.
They were taken by Ryan Lim, Rem Zamora, Raffy Lerma and Edwin Bacasmas.
Sopa’s comment: “Overall, the photographers judged the right chance to shoot the impressive images. Powerful photos of powerful events.”
629 entries
The Sopa Awards for Editorial Excellence was established in 1999 to “pay tribute to, honor and encourage editorial excellence and vitality throughout the Asian region.”
This year, a record 629 entries in 18 categories and three groups were received from the Philippines, Hong Kong, China, Taiwan, Malaysia, Singapore, India, Korea and the United States.
The US was represented by the Asian editions of its international periodicals like Time magazine, the Wall Street Journal and the International Herald Tribune.
National English publications
The Inquirer competed in Group B, which covers national publications in English. It has won awards in this group every year for the past few years, except in 2007 when it did not receive an invitation to participate. It is the only Filipino publication to join the contest.
Group A covers the international outfits, and Group C is for Chinese-language periodicals.
The keynote speaker at this year’s presentation rites held at the JW Marriott hotel was Ching Cheong, the celebrated Chinese journalist who worked for the pro-Beijing newspaper Wen Wei Po but resigned in protest of the Tiananmen Square massacre in 1989.
In 2005, Ching was accused by Chinese authorities of spying for Taiwan and imprisoned. Hong Kong residents mounted a huge protest last February that won his freedom.
Keep the faith, change will happen soon enough, Ching told the audience of journalists.
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‘No. 1 feeling’: PDI grants wish of 22 dreamers
LIKE THE SONG SAYS, “A DREAM IS A wish your heart makes.”
The Inquirer is granting the wishes of 22 dreamers.
To share that “No. 1 feeling” on the occasion of its 22nd founding anniversary last Dec. 9, the Inquirer invited readers to write in what they like/don’t like about the Inquirer as well as the wishes closest to their heart.
The wishes ranged from a one-year subscription to the Inquirer sent in by a man from Abuyog, Southern Leyte, to a designer gown by Auggie Cordero/Inno Sotto/Nolie Hans to a photo shoot with Tessa Prieto-Valdes.
Some of the sponsors who will help the Inquirer make their wishes come true are Cebu Pacific and SM department store.
And the winners (in no particular order) and their wishes are: Maximo M. Galang, one-year subscription; Luigene Yanoria, one-year subscription; Richard Bongon, one-year subscription; Caesar Vallejos, publication of his letter with his byline; Sally Velarde, designer gown for son’s wedding.
Angelito Suarez, NBA Spalding ball and Mikasa volleyball for use to coach a summer sports clinic for kids; John Paul Yap, computer videocam to help spread God’s Word; Charmie Dumago, to bring mother to spa/makeover/shopping spree; Mon Sta. Juana, home entertainment system/digicam; Ladylove Torsiende, to meet her idol John Gokongwei.
Adelina Lucero (at 88 the eldest wish-maker), 5-star hotel accommodations for her husband, son and herself; Bill Francisco, “Page One Book II” (a compilation of PDI’s front pages from 1996-2001); Theresa Tatum Jugalbut, to honeymoon with husband of four years; Gigi Te, photo shoot with Tessa Prieto-Valdes for publication in PDI; Noria Adam-Lim, trip to Bohol for herself, husband and son; Paulina Regine Miranda, to publish her story about a 72-year-old news vendor.
Robert Badrina, camera to capture life while his parents are both OFWs; Roel Andag, laptop; Rodolfo Acebes, laptop; Joan T. Lumba, run series on hydrocephalus and birthday party for afflicted son; Shierre Ann Palicpic, medical mission for Pagbilao, Quezon and Marlon Valconcha, to bring 80-year-old dad to his hometown in Ozamiz City.
Judges
The judges consisted of 10 of the Inquirer’s editors and executives. The winners were chosen on the basis of their rigorous and loyal Inquirer reading habit and the circumstances that surround their wishes.
The winners will be officially notified by mail (for those without e-mail) and by phone.
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