Media Market Description
General economic situation The Philippine economy grew at its fastest pace in three decades in 2007 with real GDP growth exceeding 7%, but growth slowed to 4.5% in 2008 as a result of the world financial crisis. High government spending has contributed to the growth, but a resilient service sector and large remittances from the millions of Filipinos who work abroad have played an increasingly important role. Although the general macroeconomic outlook has improved significantly, the Philippines continues to face important challenges. The inflation rate was estimated at 9.6% in 2008. Performance of newspapers vs. other media The government owned several television and radio stations; however, most print and electronic media were privately owned. The media were active and expressed a wide variety of views without restriction. Broadcast and print media were freewheeling and often criticized for lacking rigorous journalistic ethics. They tended to reflect the particular political or economic orientations of owners, publishers, or patrons, some of whom were close associates of present or past high-level officials. Special interests often used bribes and other inducements to solicit one-sided and erroneous reports and commentaries that supported their positions. Journalists continued to face harassment and threats of violence from individuals critical of their reporting. Readership Synovate, the market research arm of Aegis Group Plc., a marketing services firm based in London, said that 31 percent of Filipinos between 15 and 64 years old read newspapers while 28 percent read magazines. The Philippine Daily Inquirer has surged ahead in terms of readership in Metro Manila and all urban centers, solidifying its position as the most preferred newspaper in the Philippines, according to two readership surveys conducted in 2008. Conducted by two independent polling firms, the surveys found the Inquirer to be the No. 1 newspaper among economic classes ABC. (38 percent) for Philippine Star and 661,000 (34 percent) for Manila Bulletin. Some respondents read two or more broadsheets, explaining why the total exceeds 100 percent. The Synovate results translate to about 742,000 daily readers on average for the Inquirer, 636,000 readers for Star and 620,000 for Bulletin. The latest Media Index, conducted by Nielsen Media Research, covers a rolling sample of 6,000 respondents aged 10 and older in 21 cities in Luzon, the Visayas and Mindanao. They were randomly selected and were interviewed from February to August 2008. Conducted from July 2007 to June 2008, the Synovate survey interviewed 8,028 representative respondents aged 15 to 64. The Synovate survey covers Greater Manila Area and 24 cities in the rest of Luzon, the Visayas and Mindanao. Though they differ in methodology, both surveys show the wide lead of the Inquirer over Star and Bulletin in key areas across the country and among the upper classes. The Nielsen survey results show the Inquirer leading in “yesterday broadsheet readership” in all urban areas nationwide, especially in Metro Manila." In Metro Manila, Nielsen has found that the Inquirer has a 47-percent readership among those who said that they read a broadsheet the day before. Bulletin is in second place with 36 percent, while Star is third with 34 percent. Nielsen’s Metro Manila results show an 8-percentagepoint climb for the Inquirer from its market share of 39 percent in the second quarter (MI 2008 Q2).

The Inquirer also leads in broadsheet readership in Mega Manila (41 percent), the rest of Luzon (40 percent), the Visayas (70 percent), and Mindanao (53 percent). Mega The Nielsen Media Index study in the third quarter Manila covers Metro Manila, Bulacan, Cavite, Laguna, 2008 shows that the Inquirer accounts for 49 percent of Rizal and Pampanga. respondents who said they had read a broadsheet the day before. The Nielsen survey has found that the Inquirer is No. 1 in all seven days of the week, both in Metro Manila and The Media Atlas of Synovate also shows that the in other urban areas. Inquirer is the daily newspaper of choice for about half (44 percent) of those who read English dailies every day Nationwide, the survey shows that the Inquirer has in urban areas nationwide. Synovate is the market a 52-percent “yesterday broadsheet readership” from research arm of Aegis Group, a London-based marketing Mondays to Saturdays, and 53 percent readership on service firm. Sundays. The Nielsen results translate to about 964,000 Star has a 43-percent readership from Mondays to (49 percent) daily readers for the Inquirer, 738,000 Saturdays, while Bulletin has 32 percent. On Sundays,

Tacloban. Media / Press Laws The constitution provides for freedom of speech and of the press. General Santos and Zamboanga in Mindanao.000. In some situations it was difficult to discern if violence against journalists was carried out in retribution for their profession or if these journalists were the victims of random crime. Dagupan. the Inquirer’s daily reach is 156. with an average issue readership of 126. Its surveys cover GMA and the cities of Angeles. San Fernando. In Metro Manila. Agence France Presse. and in April through June for the MI Q2 study. Synovate has also found that Hinge Inquirer Publications’ Game magazine is among the Top 10 general-interest magazines. Bacoor in Cavite. Star has a 40-percent readership in Metro Manila. lifestyle. Other Factors Human rights NGOs frequently criticized the government for failing to protect journalists. In GMA. Forty-two percent said they read Star. Star has 37 percent and Bulletin. US State Department.1 million ABC readers who had read an English daily the day before (more than 556. Cebu Daily News. The other 2. and the government generally respected these rights in practice. Synovate used both telephone and face-to-face interviews with its 8.000). values and attitudes. Outside GMA. which had wide bipartisan support in the House of Representatives and Senate. Online / Digital Publishing There were no government restrictions on access to the Internet or reports that the government monitored e-mail or Internet chat rooms. On Sundays. Lapu-Lapu. who were asked about their media consumption. Iloilo. including the Greater Manila Area (GMA). Meycauayan in Bulacan and San Pedro in Laguna.000) and Bulletin (81. Laoag. The National Union of Journalists of the Philippines accused the police and the government of failing adequately to investigate these killings and of subjecting journalists to harassment and surveillance.000 and Bulletin’s 540. the Inquirer’s daily reach is 586. 2. while 35 percent said they read Bulletin. proposed heavy fines and jail terms for media groups who do not comply. 41 percent. Of the 6. Cebu. Source: CIA – The World Factbook. Inquirer’s “yesterday broadsheet readership” is 47 percent from Mondays to Saturdays and 45 percent on Sundays.000.000 Filipinos) said they read the Inquirer. Cagayan de Oro. the Inquirer’s regional newspaper. Tagbilaran.000 – nearly double that of Star (83. Legazpi. is the second most read. In the Synovate survey. Inquirer Publications’ Bandera is still the most-read tabloid in the Visayas (61 percent) and Mindanao (32 percent). including by e-mail.000 were interviewed in July and August 2008. 37 percent. Individuals and groups could engage in peaceful expressions of views via the Internet. Nielsen Media Research used to release the Media Index annually. Batangas. according to Nielsen. The cities of Bacolod. while Bulletin has 36 percent in the six days to Saturday. Among the regional dailies in the Visayas.000 Nielsen respondents. 34 percent. and the cities of Butuan. It started conducting the readership survey twice a year in 2006. The latest Nielsen survey results have also found the Inquirer leading in “yesterday readership” nationwide among upper and middle class ABC broadsheet readers with 51 percent. Calapan. Naga. A law proposed in February 2009 to guarantee the right of reply to anyone who feels they have been poorly treated by the media is said by NGOs to threaten press freedom in the Philippines. A version of the bill has been passed in the Senate. Davao. GMA covers Metro Manila and the adjacent areas of Antipolo and Cainta in Rizal. Dumaguete.PHILIPPINES Star has 42 percent and Bulletin. The Synovate survey has also found that about half of the 1. Olongapo and Santiago in Isabela in Luzon. and Mandaue in the Visayas. By contrast. ownership of a range of products. Baguio.000 compared with Star’s 553. while the House is debating a counterpart bill. No date has been given for a consolidated version of the bill by a committee of both houses.028 representative respondents. Synovate also found the Inquirer leading across the country. although officials say it too is likely to pass. Bulletin has 43 percent and Star. Philippine Daily Inquirer 736 WORLD ASSOCIATION OF NEWSPAPERS – WORLD PRESS TRENDS 2009 .000 respondents were interviewed in February and March for the MI Q1 study. Internet access was available widely. The Right of Reply Bill.

08 Source: 2007 International Telecommunication Union (ITU).001-30. bln) 2004 2005 2006 2007 Population by social class and sex (2005) All adults 000 % 538 3.763 1.678 39.483 11.061 35 60 4 100 Male 000 17.790 3.19 Number of titles Change (%) 2004 2005 2006 2007 2008 2008/04 2008/07 Source: ZenithOptimedia 7.32 (%) 2005 2.38 2007 2.905 3.120 139.0 - 95.00 -43.487 2.765 1 7 18 74 100 Male 000 268 1.890 110.760 3. excludes agency commission WORLD ASSOCIATION OF NEWSPAPERS – WORLD PRESS TRENDS 2009 737 .988 2.00 0.877 4.aa 2.866 7.826 19.4 69.920 3.887 4.764 9. 2007-2008 WAN estimate (paid-for dailies).592 8. peso. NMR.0 6.0 5.491 Advertising expenditure per medium (Philippines.8 64.00 0.061 % 36 60 3 100 Female 000 % 16.467 28.527 9. Definition of adult status: AB = monthly household income of Peso 50.033.a Population by age and sex (2008) All individuals 000 % 34. AdQuest Millennium.444.825 29.780 3. 2007 WAN estimate. WAN assessment (free dailies).682 48. DE = monthly household income of Peso 15. 2008 International Telecommunication Union (ITU) via Internet World Stats 2008 data as of March 2008 Source: CIA – The World Factbook 7.000 35 61 5 100 6.813 % 1 7 18 74 100 Female 000 % 270 1. WAN assessment (free dailies) 5.986 1.000.528 24. WAN assessment (free dailies).780 3.639 185. excludes production costs.863 10.216 48.00 0.708 29.d Internet subscribers and users (000) Change (%) 2003 2004 2005 2006 2007 2007/03 2007/06 Internet subscribers Internet users Map: CIA – The World Factbook - - - - 2.9 2007 75.00 -3.418 2.109 128.760 115 115 140 194 110 -0.851 19.393 28.00 -50.45 0.895 3.315 8.000 and below 3.606 13.PHILIPPINES 3.6 Source: National Statistics Office.944 26.191 11. mln) 2004 2005 2006 2007 2008 2009 2010 2011 Total dailies Total paid-for dailies National paid-for dailies Regional and local paid-for dailies Total free dailies 28 27 1 28 27 22 5 1 29 27 22 5 2 29 27 22 5 2 28 27 22 5 1 0.e Broadband Internet (000) Change (%) 2004 2005 2006 2007 2008 2008/04 2008/07 Age 0-14 15-64 65 + Total Broadband subscribers - - - 496.56 2006 2.010 154.906 34. 2008 WAN estimate (paid-for dailies).461 113.30 Source: 2004-2006 WAN assessment. ZenithOptimedia Based on estimates made in 2002 by the TV Research Council.728 2.90 -0.79 -4.786 53.867 14.694 2.442 173.b Gross domestic product 2003 (Philippine peso. C2 = monthly household income of Peso 15.0 4. 2005 WAN from public sources.952 1 7 18 74 100 GDP Source: ZenithOptimedia 7.000. excludes classified.0 Gross domestic product per capita 2003 (Philippine peso.0 6.898 96. ZenithOptimedia Before discounts. 000) 2004 2005 2006 58.00 Source: 2004 WAN assessment.a Newspaper reach (2008) (%) Reached All adults 1 31 Source: Synovate’s Nationwide Urban Media Atlas Survey 2007-2008 Wave 1 1 Aged 15-64 6.842 26. 2006 WAN from public sources.954 3.500 5.875 24.002 193.340 9.653 8.101 58.872.2 Ad spend as a % of GDP 2003 2004 2.898 82.807 31.648.305 1.001 and over.076 2.062 3.188 22.551 3.300 - - Source: International Telecommunication Union (ITU) 2. C1 = monthly household income of Peso 30.32 Ad expenditure 2.a GDP per capita Source: ZenithOptimedia 7.12 0.2 968.00 0.693 140.122 141.316. WAN assessment (free dailies) Press Newspapers Magazines Television Radio Total 11.204 19.007 8.ab Social class A+B C1 C2 DE Total 4.421 10.870 3.485 12.390 Source: NMR PMS.001-50.257 12.561 108.352 131.b Total average circulation per issue Change (%) 2004 2005 2006 2007 2008 2008/04 2008/07 Total dailies Total paid-for dailies Total free dailies 53.35 -2.996 144.456 105.

Manila Bulletin Publishing Corporation PhilStar Daily Inc. Asia Research Gallup.900 254. Manila Times Publishing Corp.910 118 503 64.m.900 794. WAN from public sources 2005 data Nielsen Media Index Q1 2008 (urban M/F.700 132. was closed down by the Marcos government in 1983 after it came out with a story exposing the fake medals of former strongman. Nielsen Media Advertising Information Service.600 Top free dailies (2008) Founded Language (year) Publishing company Philippine Daily Inquirer.051 1. the SuperFerry and selected McDonald’s stores between 6 and 10 a. Pilipino Star Ngayon Inc.048 184 84 Cover price usual (Philippine peso) 10. Rep.300 229. read yesterday) 3 Malaya shifted to English when its sister publication.000 Top owners (2007) Owners Philstar Daily Philippine Daily Enquirer Manila Bulletin Publishing Business World Publishing Philippine Business Daily Publishing Mindanao Times Philippine Journalists Sun Star Publications Network Monica Publishing Rural Press Com. Nielsen Media Advertising Information Service. Distripress WORLD ASSOCIATION OF NEWSPAPERS – WORLD PRESS TRENDS 2009 .012 Title Inquirer Libre 1 2 2 2001 Source: Nielsen Media Index.400 329.340 96.g Top newspaper advertisers (2007) Advertiser Expenditure (Philippine peso.000 349. The Council only ever conducted fifteen audits over eight years. AC Nielsen 738 Standard VAT VAT on: Single copy sales Tax on profits – standard rate Source: Deloitte Touche Tohmatsu.00 Tabloid Tabloid Tabloid Tabloid Tabloid Broadsheet Broadsheet Broadsheet Broadsheet Broadsheet Format Full page ad rate Mono Colour (Philippine peso) 65. 2.512 83.600 283. Source: Nielsen Adquest Millennium. other circulation figures are simply claims made by individual publishers.300 372.600 Source: Nielsen Adquest Millennium. We Forum.900 666. Taxes (2008) % 12 0 35 Tax Circulation is audited by Newspaper circulations were first audited in 1989 by the Print Media Audit Council (PMAC). ZenithOptimedia Based on rate cards Top paid-for dailies (2008) Founded (year) Language Publishing company Circulation 1 (000) Filipino Filipino Filipino Filipino Filipino English English English English English 3 Bagong Sibol Publications Inc. 000) Telecoms Retail Banks/finance Entertainment Real estate Auto Education Government agencies and public utilities Office equipment Travel 1. Wikipedia. Inc. 11. 620 601 418 418 278 260 220 200 187 150 Readership 2 (000) 1.171. Monica Publishing Corporation Monica Publishing Corporation Philippine Daily Inquirer.600 398. 000) 518. Readership is measured by Readership information is produced by: 1.f Top newspaper advertising categories (2007) Advertising sector Expenditure (Philippine peso.320 46. Social weather station. Malaya. ZenithOptimedia Shoesmart Smart Communications Globe Telecom Ayala Land Samsung Electronics Toyota Motors Digital Telecommunications Fortune Tobacco Philip Morris Robinson’s Recreation Source: Nielsen Adquest Millennium. 3.555 89.200 42. Inc.PHILIPPINES 7. People's Independent Media.700 89. Some parties plan to revive the audit process. Some publications still use figures from the last audit as their official circulations.459 277.835 40. ZenithOptimedia Based on rate cards 8.160 75.000 157.440 102.258 1. Circulation (000) Filipino 110 Readership 1 Full page ad rate Mono Colour (000) (Philippine peso) 157 53. Nielsen Media Index.00 10.410 150.900 92.255 154.00 10. aged 10+. and No audit has been conducted for the last six years. 8. Research 12.000 544. Inc.800 153.400 677.338 270. Inquirer. the Metro Railway Transit.800 Q1 2008 Distributed for free in the stations of Light Railway Transits 1 and 2.800 425.500 111.838 Title Remate Bulgar Pilipino Star Ngayon Abante Abante Tonite Philippine Daily Inquirer Manila Bulletin Philippine Star Manila Times Malaya (Free) 1 2 1985 1900 1986 1902 1981 Source: ZenithOptimedia.992 184.599 161.337 615 820 358 1.

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