[2008-09-18]  New Vision tops circulation figures
THE New Vision has continued to outsell its competitors, the most recent independent audit of newspaper circulation in Uganda shows.

According to the Audit Bureau of Circulation (ABC) figures for April to June, The New Vision sold an average of 34,368 copies, up 4.5% the same period last year.

The Sunday Vision sales slipped by 7.5% to 31,533 copies over the period, though it still remians the leading Sunday paper, the report indicates.

ABC, an audit firm of international repute , put The Daily Monitor sales over the same period at an average of 22,157 copies daily, 55% less than The New Vision’s.

Bukedde, the group’s Luganda daily, continued to gain market share among the three dailys while selling an average of 14,898 copies daily.

“The figures show that not only have we grown our sales, but that we are the comfortable leaders in the market,” Godfrey Mulengi, the group advertising manager, said.

He pointed out that because of the breadth and scope of Vision Group’s media offerings, “We deliver to distinct audiences and we are the only media house with such an equation.”

The ABC has its headquarters in the UK. Its African head office is in South Africa. The New Vision pioneered the use of the ABC certification two years ago.

Mulengi said ABC figures are the most independent measure of sales figures and would be useful to media clients wanting to make and justify spending decisions.

“Advertisers should use this tool to ensure more budget efficiency,” he said.

“They should not only focus on discounts, but on the mileage and reach their adverts would achieve,” Mulengi explained on Tuesday. He pointed out that the cost of a full page advert per 1,000 is 30% cheaper than the newspaper’s nearest rival.

“By subjecting ourselves to independent verification, we stay under pressure to keep growing and offering our clients best value,” he said.

The Vision Group also publishes three regional weekly papers namely Orumuri, Rupiny and Etop.



Source: © Copyright The New Vision 2000-2008.