Adelson’s Israel Today widens lead over ‘Yediot’

Sheldon Adelson’s free newspaper is gradually continuing its rise, reaching an exposure rate of 37.4 percent in the second half of 2010.

By LI-OR AVERBACH
The circulation gap between Israel Today and Yediot Aharonot is widening.
Sheldon Adelson’s free newspaper is gradually continuing its rise, reaching an exposure rate of 37.4 percent in the second half of 2010. The exposure rate of Hebrew daily Yediot Aharonot was not affected, as it stemmed its slide and stayed steady with an exposure rate of 34.9%.
Yediot Aharonot still has the leading weekend edition, with an exposure rate of 43.4% in the second half of 2010, almost unchanged from the first half. However, its exposure was down over 3% from 2009. The Israel Today weekend edition reached an exposure rate of 28% in 2010, its first year of publication. Its exposure rate reached 30.3% in the second half of the year.
The exposure rate of Globes rose during 2010, according to the TGI survey of newspapers exposure rates for the second half of 2010. Globes’s exposure rate rose from 3.5% in the first half of the year to 4.4% in the second half, a growth rate of 26%. This was the fastest growth rate of any Israeli financial newspaper compared with 2009. For 2010 as a whole, Globes’s exposure rate was stable at 4%, compared with 4.2% in 2009.
As for the financial supplements of the daily newspapers, the exposure rate of Haaretz’s supplement, The- Marker, fell to 7.4% in 2010 from 8% in 2009. The exposure rate of Yediot Aharonot’s supplement, Calcalist, which benefit’s from Yediot Aharonot’s distribution network, reached 11.4%.
The Israel Post, like Israel Today, benefited from being free of charge. Its exposure rate rose from 6.8% in 2009 to 8.7% in 2010, making it Israel’s fourth-largest daily paper.
Although Ma’ariv increased the exposure rate for its daily edition in the second half of 2010, its full-year exposure rate fell to 13%. Ma’ariv’s weekend edition saw its exposure rate fall to 16% in 2010 from 17.7% in 2009.
The exposure rate of Haaretz’s daily edition rose in the second half of 2010, but the full-year exposure rate for its both its daily and weekend editions fell from 7.1% in 2009 to 6.6% in 2010.