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Independent leads the pack

THE Zimbabwe Independent has overtaken its main competitor, the Financial Gazette
> (Fingaz) as the country’s leading business weekly, the latest Zimbabwe All Media Survey (Zamps) has revealed.

It is the first time the survey has shown the Independent eclipsing its traditional rival, the Fingaz, in readership rankings. The survey shows that in the third quarter of this year the readership of the Independent grew by four percentage points from 7% of market share to 11% while that of the Fingaz remained static at 8%.

The readership of the Fingaz has been stuck at 8% since the first quarter of the year. On the other hand the readership of the Independent grew marginally from 6% in the first quarter to 7% in the second, before the big jump to 11% in the third quarter. The Independent’s rise in readership to 11% is a tad short of the 2005 Q4 high of 12%.

Zimind publisher and chairman Trevor Ncube yesterday attributed the growth in readership to the paper’s editorial integrity.

“Our years of investment in our editorial integrity and independence have finally paid off,” said Ncube. “This is a resounding endorsement by the public who have now confirmed the Zimbabwe Independent as the leading business weekly in the country.

“This just confirms what we have always known, that our content and its packaging are second to none. This is a result of the great team work at the Independent and we thank all our staff for making it possible

He added: “The people have spoken and they are saying they trust us. We are grateful to our readers and advertisers who have remained loyal to us over the past decade. We thank our God who has been good and faithful to us.”

There was also growth in the Independent’s sister paper the Standard of two percentage points to 13%, slightly ahead of the Sunday News at 12%. The Sunday Mail maintained its dominance among Sunday weeklies at 40% while the Sunday Mirror, at 3%, brings up the rear. — Staff Writer.

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