The Sunday Mail gains readership

Sunday Mail Reporter
The Sunday Mail continues to dominate the local weekly newspaper market, commanding 27 percent of the total readership over the last quarter of 2016, up from 19 percent over the same period in 2014. The Zimbabwe All Media Products (Zamps) Survey, published by the Zimbabwe Advertising Research Foundation (Zarf), found that The Sunday Mail also remains the most read weekly in urban areas where it commands 41 percent of the market.
Findings from the survey show that the local news section draws the bulk of the readership followed by the sports and entertainment sections.
Two other Zimpapers titles — B-Metro (16 percent) and Kwayedza (16 percent), complete a clean sweep of the top three weekly newspapers in the country for the integrated media giant.
Zarf was established in 1997 with a mandate to commission research on behalf of advertisers, the media, publishers, advertising agencies and public relations consultancies.
It is independently funded through a levy on all advertising.
A professional firm is hired through tender to conduct the research.
The ZAMPS survey has been conducted since the founding of Zarf, through various agencies using tender processes.
The report reads: “The 2016 Quarter 4 survey was national with fieldwork being conducted between November and December.
“In this report the survey results were compared to the 2014 survey since this was the last time a national study was carried out.”