Newspaper dealers hit Nielsen ratings

MANILA, Philippines - Top newspaper dealers across the country were quick to challenge the latest ranking of newspapers released recently by the Nielsen Company (Philippines) Inc.

In its nationwide readership results for the first quarter of 2009, the Nielsen Media Index ranked Philippine STAR third behind rival Philippine Daily Inquirer and erstwhile third placer Manila Bulletin.

“It’s farfetched,” Danilo Jose, one of the top newspaper dealers in Metro Manila, said of the results, echoing what other dealers across the country had to say. “Yung sabihin na Bulletin is ahead of The STAR, malayo yun (To say Bulletin is ahead of The STAR is farfetched.) I would say that on the average, Bulletin is half of Phil. STAR in terms of copies sold in my area.”

Jose, chairman of the Print Media Dealers Organization (PMDO), the umbrella organization of newspaper dealers in the country, cites a neck-and-neck race for leadership between The STAR and Inquirer in Metro Manila – a situation mirrored in many other parts of the country. He also noted that sales of newspapers, including The STAR, have been steady from 2008 to 2009 despite the prolonged recession.

Southern Luzon dealer Eloy Espinosa, who distributes newspapers in Daet, Camarines Norte and parts of Camarines Sur, echoes the observation.

“Hindi ako makapaniwala na gano’n ang standing. Malayo ’yun para sa akin kung ibe-base sa copies namin dito (I can’t believe that’s the standing. I think it’s a far cry based on the copies sold here.)”

Espinosa adds that Manila Bulletin has been making an effort to arrive first in the provinces to help turn around its sales, but to no avail. “Maagang-maaga dito pero hindi din nabibili (They’re very early but they’re still not selling),” he said.

It’s the same scenario in Cebu, whether in terms of street sales or paid subscriptions, dealer Jorge Villanueva reports.

“Sales-wise, Bulletin has a lot of catching up to do,” he said. On the average, The STAR sells double that of Bulletin in the area.

Dealer Ramon Sia, who covers Naga City and portions of Camarines Sur, concurs.

“In terms of standing, ang STAR at Inquirer, hindi nagkakalayo. Malayo talaga ang Bulletin (STAR and Inquirer are pretty close. Bulletin is really far behind).”

Sia adds that the growth of STAR in 2008-2009 has been above-average compared to other publications. On the other hand, Nielsen reported a decline in STAR readership in the first quarter of 2009.

“Wala akong nakitang (I don’t see a) decline during that period. Based on my actual records, from month to month, quarter to quarter, sales have been pretty much consistent. There has been no major shakeup in my area,” clarified Nelia Partoza, who represents the biggest dealership in Davao City.

“I also asked around and checked with my counterparts from Central Luzon and Metro Manila and we had common experiences,” she added.

In Metro Manila, sales have even been growing, reports top Metro Manila dealer Cely Santos.

“Kahit nagkaroon ng adjustment last year sa price, hindi naapektuhan ang sale ng Phil. STAR. (Even with the price adjustment last year, sales of Phil. STAR were not affected.) As a matter of fact, we even increased our order this year,” she shared.

Despite the hard times, The STAR managed to post a 14-percent growth in circulation sales in March 2009.

Mimi Valeriano, who controls newspaper sales for the most part of Bulacan, shares that The STAR has consistently maintained its upward sales trend. She attributes this to the paper’s loyal following.

“That’s clearly one factor for its growth, coupled with its strategies in the area,” she said.

For her part, Cely Santos believes that value offering has a lot to do with The STAR’s continued success. “Readers cannot ask for anything more from Phil. STAR. Sabi nga eh (as they say), from cover to cover, hindi ka manghihinayang basahin (you won’t regret reading it).”

Santos, whose experience of selling newspapers dates back to the ’80s, further clarifies, “Rankings-wise, Phil. STAR and Phil. Daily Inquirer are almost equal. Bulletin would be no. 3.”

The latest Nielsen survey results showed Manila Bulletin leading over Inquirer and STAR in Mega Manila.

In Iloilo City, dealer Marilou Ty pointed out STAR is the hands-down favorite, selling three times more than Inquirer and four times more than Bulletin.

“Phil. STAR talaga ang no. 1 dito sa amin (STAR is really no. 1 here in our place). That’s why nagulat kami dun sa (we were surprised with the) survey. In our case, the opposite is true,” daughter Analiza Ty revealed. She also noted a growth in copies sold of Phil. STAR between the second half of 2008 and the first quarter of 2009.

For his part, Baguio City dealer Engr. Victor Navarro said he finds it difficult to explain the discrepancy between the Nielsen readership findings and their own sales figures.

“Di ba kung sino ang maraming benta, siya ang marami readers? Di naman magkakaiba ang mga ’yan sa pass-on (Isn’t it true the one who sells more copies has more readers? It won’t make much difference in the pass-on readership),” he said. For the record, he added, he sells almost the same number of copies of Phil. STAR and Inquirer. Sales have been stable over the past year, he also shared. “The only difference is that yung Phil. STAR pakapal na’ng pakapal sa dami ng (gets thicker and thicker with so many) sections. Padami nang padami ang (There are more and more) customer sa ads.”

Despite their fierce rivalry in the circulation front in most parts of the country, Phil. STAR dominates Philippine Daily Inquirer in advertising – a fact that may be attributed to the quality of The STAR’s core audience.

In 2008, advertising billings of The STAR totaled P3.1 billion vis-à-vis Inquirer’s P2.7 billion and Bulletin’s P1.4 billion. Comparing the figures to 2007, The STAR’s market share in 2008 grew from 42 to 43 percent while Inquirer’s share dipped from 38.3 to 37 percent.

The STAR continued to lead the advertising race in the first four months of 2009.