The success of Saudi Research and Publishing Company (SRPC) publications continues, according to the latest KSA National media analysis (NMA) survey 2005, that was published by IPSOS-STAT. Asharq Al Awsat has 12.1 percent of the issue readership average throughout the kingdom, while all the other political Arabic newspapers in KSA have devoted readers in only one region in KSA. Also, according to the same survey, Arriyadiah is the leading newspaper among young males aged 15-24 years, who represent 26.6 percent of the newspapers' readership, surpassing by far any other local newspaper in KSA in this respect. El Eqtisadiah, on the other hand, is the leading national business newspaper with 13 percent of the market, with a readership base made up largely people who enjoy high income and high education, most of which are executives earning Riyals 12,000 and above.
Sayidaty, the most successful women's weekly magazine stands as the leading Pan-Arab, female weekly, according to IPSOS-STAT NMA, KSA survey-2005, with 23.4 percent penetration in this market, surpassing by far any other weekly magazine. Moreover, Sayidaty, has the most devoted female readers, which represent 73 percent of its reader-base, unlike its second rival. As regards the family segment, the difference between Sayidaty and its competition is only 1.4 percent, while the difference between Sayidaty and its second rival in the women's magazine category is 2.7 percent. Then there is Al Majalla, the leading political weekly magazine, which surpasses by far all the others weekly political magazines, and of which, 4.6 percent of its reader-base is comprised of male executives earning Riyals 16,000 and above.
IPSOS-STAT NMA KSA 2005 survey also shows that Hia is the leading monthly affluent women's specialised magazine, surpassing by 4 percent all other monthly magazines in this category. Arrajol, on the other hand, is the leading specialised men's magazine among male executives earning Riyals 16,000 and above, surpassing by 1.8 percent all other men's monthly magazines, while Al Jamila, the leading young women's (15 to 29 years) magazine, surpasses all magazines in this category by 4.7 percent.
The subject survey has identified the leading position of SRPC publications on main segments and targets, and in particular, Sayidaty, the number one women's magazine in KSA. The survey of Pan Arab Research Center (PARC) KSA-2005 has also identified the leading position of Saudi Research and Publishing Company publications on many other segments and targets, and again, Sayidaty, in particular, as the number one women's magazine in KSA.
"When advertisers place their ads in one of the SRPC publications they will not have any reach wastage as each one of the SRPC publications have a leading readership position on a certain target group, and this is one of the main advertiser-required criteria. This is why Sayidaty has a major aim to maintain its penetration among female readers", said Hassan Saadawi, managing director of Al Khaleejiah Advertising and Public Relations.
On its 25th Anniversary," Sayidaty has dedicated its role to cater for women's diverse tastes and needs, and will surge further in the female world to continue creating the auras sought after by all females", assured Mohammad Al-Harthi, Sayidaty's editor in chief.
© ArabAd 2005
