By Roselynn Karatsi
New Vision is the largest circulating newspaper in Uganda, the latest Audit Bureau of Circulation (ABC), figures have confirmed yet again.
ABC is a global organisation that tracks circulation figures of major registered newspapers. In the figures for April to June 2011, New Vision registered a daily circulation of 32,218 copies compared to 24,230 for the Daily Monitor newspaper.
Bukedde, a New Vision sister paper published in Luganda, cemented its position as the countryâ€™s second-highest newspaper with a circulation of 31,137.
â€œABC figures give advertisers a chance to make realistic comparisons and informed decisions as to which newspaper they should advertise with,â€ Tony Glencross, the Vision Group chief commercial officer, said.
He added that advertisers are also able to know how well they maximise the investment, which can be achieved by looking at the investment in the newspaper.
â€œBased on a full colour page, an advertiser pays sh265,000 to New Vision to reach 1,000 readers every day compared to sh307,000 to the second leading English paper to reach the same number of readers. This is 16% more expensive to advertise with them and 84% more affordable to advertise in Bukedde.
â€œTheoretically, they need to look at the circulation figure, which is the ABC figure,â€ Glencross added.
He explained that by taking the cost of the investment and dividing it by the ABC circulation figure one is able to assess the level of maximisation. He emphasised that advertisers need to look out for companies that are members of the ABC organisation since some newspapers claim bigger figures to attract advertisers.
In Uganda, New Vision, Bukedde, Sunday Vision and Daily Monitor are members of the ABC.
â€œABC figures are a decision-making tool for advertisers in terms of print media choice and selection,â€ Godfrey Mulengi, the groupâ€™s head of sales said.
These figures also help advertisers to manage their communication effectively as they are able to determine where they get the highest level of exposure he added.