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The Nation Publishing Co. Limited

Reader Demographics
& Market Reach
Nation Newspapers


Barbados Population - By
Age*
2003
Under 15
15-24
25-34
35-44
45-54
55-64
Over 64
Total

Male

2004
Total

Male

29819
20195
21299
21626
15865

9086
13360
131250

Female
Total
28828
58647
19772
39967
21592
42891
23234
44860
17035
32900
10941
20027
19577
32937
140979
272229

Female
Total
131400
140000
272400

*Based on information from the Barbados Statistical Service

Our Newspaper Readership
• Barbados has a very high level of newspaper
readership
– Based on total population, the island has one of the
highest adult literacy rates in the world* - 99.7%
– 93% of the population admit to reading a
newspaper**
– Majority of newspaper readers are loyal to The
Nation

• When you advertise with The Nation you reach
all demographics of the market

* World Facts Now – Data-Maps and World Bank Group, statistical data
**Based on information from the Systematic Survey on Newspaper Readership November 2005


Comparative Newspaper
Readership Statistics*
196,200

Sunday

56,700
135,200

Monday

28,300
130,800

Tuesday

26,200

159,100

Wednesday

Other Daily
Nation

28,300
128,200

Thursday

24,000

181,400

Friday

36,200

158,700

Saturday

31,000

*Based on information from the Systematic Survey on Newspaper Readership Nov ember 2005
0

20,000

40,000

60,000

80,000 100,000 120,000 140,000 160,000 180,000 200,000

*Based on information from the Systematic Survey on Newspaper Readership November 2005


% of Total Readership Newspaper Comparison*
Comparison of Newspaper Readership
93%
90.0%

88%

80.0%
70.0%

% of Readership

78%

79%
71%

69%

71%

60.0%
50.0%
40.0%
30.0%

23%

Other Daily
Nation
15%
13%

20.0%

13%

13%

16%

14%

10.0%
0.0%
ay
nd
Su

Mo

ay
nd

e
Tu

ay
sd

y
da
es
n
ed
W

ay
rsd
u
Th

y

ida
Fr

t
Sa

y
da
ur

*Based on information from the Systematic Survey on Newspaper Readership Nov ember 2005
Days of the Week

*Based on information from the Systematic Survey on Newspaper Readership November 2005


Market Share of Newspaper
Readers in Barbados*

Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday

Nation
Other Daily
78%

22%
83%
17%
83%
17%
85%
15%
82%
18%
83%
17%
84%
16%

*Based on information from the Systematic Survey on Newspaper Readership November 2005


Competitive Analysis of
Cost-Per-Thousand Ad Rates*
Daily
Midweek
Weekend
Saturday
Sunday

Nation
Nation - Gross
Newspaper
Print Run
$55.24

33,000
$53.32
38,600
$61.83
44,700
$49.26
37,000
$59.54
55,300

Other
Other - Gross
Newspaper
Print Run
$104.70
15,000
$104.70
15,000
$102.40
17,800
$104.70
15,000
$103.49
25,000

*Cost-per-thousand is based on the cost of a full-page ad, divided by the circulation number on any
given day. All figures are audited by KPMG for the six months ended June 30th 2005.
** Other newspaper information taken from circulated correspondence

Nation Readers - By Income
Level*
Upper
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday

12.6%
14.9%
13.3%
12.7%
13.9%
12.4%
14.5%

Middle
Lower
36.5%
50.8%
35.4%
49.7%
37.4%
49.3%
36.9%
50.4%
35.5%

50.5%
37.2%
50.4%
37.5%
48.1%

*Based on information from the Systematic Survey on Newspaper Readership November 2005


Nation Readers - By Gender*
Male
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday

47.3%
48.3%
47.1%
45.7%
48.7%
46.0%
47.2%

Female
52.7%
51.7%

52.9%
54.3%
51.3%
54.0%
52.8%

*Based on information from the Systematic Survey on Newspaper Readership November 2005


Nation Readers - By Age*

*Based on information from the Systematic Survey on Newspaper Readership November 2005


Why Advertise with The
Nation?
•

Expand your reach in the local and regional market
– You expect results, we deliver everytime

•

•
•
•
•
•

Online or in print, our Advertising Products and

Services as well as our Community Outreach
Initiatives offer you the perfect promotion vehicles to
reach target audiences
We are a reliable partner
We truly know our audience
We offer you more extensive brand exposure than
any other medium in the market
We have products geared for your business.
We have the most competitive & cost effective
newspaper advertising rates in the market!


Key Advertising Contacts
Wilfred Field
Advertising Manager/ Director
Tel: 246-430-5510
Email:
Paulette Jones
Assistant Advertising Manager
Tel: 246-430-5412
Email:


Key Advertising Contacts
Trevor Marshall
Advertising Administration Manager
Tel: 246-430-5512
Email:
Valerie Hope
Marketing Executive

Tel: 246-430-5589
Email:


Contact Us
The Nation Publishing Co. Limited
P.O. Box 1203
Fontabelle
St. Michael
Barbados, BB11000
West Indies
Website: www.nationnews.com
Tel: (246) 430-5400
Fax: (246) 430-9214