TGI Survey: TheMarker's Circulation Is Greater Than Competitors' Combined

TheMarker leads the competition Globes and Calcalist with 8 percent circulation among Israeli adults.

TheMarker is Israel's leading business newspaper, with an 8 percent circulation among Israel's adult, Hebrew-speaking population, according to TGI data released today. TheMarker's readership is also greater than that of its two competitors, Globes and Calcalist, put together.

During the period from 2006 to 2009 TheMarker's circulation rose 52.0 percent ? the greatest increase in Israeli press. Haaretz's exposure rose 3.0 percent during that period, while Maariv's fell 33.3 percent and Yedioth Ahronoth?s fell 15.5 percent.

Haaretz is Israel's only mainstream newspaper whose circulation increased between 2006 and 2009.

According to Single Source, the company that issues the TGI report, in 2009 the exposure to Israel?s newspapers and radio stations was stable. The report is based on a panel of 10,000 Hebrew speaking Israelis 18 years of age and older.

"The media market demonstrated stability after years of retreat," Single Souce said in its report. "Most papers' readership has not changed, and changes, if they occurred, are within the bounds of statistical error. Only Israel Post registered a statistically significant rise in circulation. Yedioth Ahronoth showed a statistically significant drop in weekday readership as did Maariv on weekends."

Yedioth Ahronoth remains Israel's largest newspaper, but its circulation is still dropping ? from 38.4 percent in 2007 to 34 percent last year, a loss of 11.5 percent in two years.

Israel's second largest newspaper is Israel Hayom, the free newspaper that was launched a year and a half ago. The newspaper?s circulation rose from 21.5 percent in 2008 to 26.8 percent in 2009.

The nation's third largest newspaper Maariv registered 14 percent circulation in 2009, a drop from 17 percent in 2007. It lost 17 percent of its readership in two years.

TheMarker's 8 percent figure puts it in fourth place. Haaretz's circulation in 2009 was 7.1 percent, compared with 7.3 percent in 2008 and 7.4 percent in 2007.

The biggest increase in 2009 was in Eli Azur and Dudi Weisman's free newspaper, Israel Post, which is distributed at Blue Square and AM:PM supermarket chains, of which Weisman is part of the controlling group. The newspaper?s readership increased from 4.2 percent in 2008 to 6.8 percent in 2009.

Calcalist, Yedioth Ahronoth's business newspaper, recorded 4 percent in 2009, compared with a 4.3 percent in the second half of 2008. Globes' circulation rate remained steady in the last two years at around 3.4 percent.