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Print still leads as Singaporeans consume more media

SINGAPORE: Nielsen Media Research's 2004 Singapore Media Index has revealed that there is increasing consumption across all major media channels, with print maintaining its traditional dominance.

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Overall daily newspaper readership was stable at 84 per cent, compared to 85 per cent in 2003.

Significantly, the population reading two dailies increased by three per cent to a high of 27 per cent, with a corresponding drop of six per cent of people who only read one daily.

"The survey results obviously signify the growing sophistication and maturity of the readers in Singapore," said Nielsen Media Research executive director Rebecca Tan.

"While overall readership remains stable, more people are reading two dailies, while those reading only one daily has seen a decline. Mainly, titles that have seen growth this year are the tabloids, like The New Paper (TNP) and Today, both up two percentage points to hit 17 per cent and 16 per cent respectively."

Given this trend, Tan believes the onus is on newspaper titles to ensure they effectively connect with their readers.

"This suggests that people are partial to more than one title, and perceive differentiation among the various publications which they read," explained Tan.

"Faced with a perceptive audience, print media should stay focused in knowing and providing what these readers find relevant."

Further, magazine readership has generally garnered more readers this year.

Magazines scored a relatively strong rise, with entertainment and female titles in particular garnering higher reach. I-weekly and Her World stood out, each gaining by two per cent.

"Magazine readership is generally a niche market, and hence has room for growth," said Tan.

"Thus, it is not surprising that magazine readership has grown this year, with aggressive promotions by various magazines, such as credit card tie-ins and roadshows."

This article was first published on Media Asia

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