The #1 BM Newspaper

For
Intellectual and Discerning Malays

Malaysia is the
APAC country bucking the decline in
newspaper readership. Utusan Malaysia is one of the key
drivers

Base on adults 15+ ; AUS data based on adults 14+ and any Newspaper read in last 7 days
(including Community Newspapers

6 stunning facts why Utusan Malaysia

36%

higher daily circulation

108% higher Sunday circulation

Readership grew 12.9% while Berita Harian grew only 0.8%

450,000+ more online readers

More visits, more page-viewed, longer time
spent on Utusan Online

Source: Audit Bureau of Circulation

Utusan Malaysia records consistently higher average

daily circulation than Berita Harian since 2009
Utusan Malaysia

Berita Harian

197,952
192,982

181,346
170,558 172,609 172,859

178,211

183,187
160,597
150,750

130,463

126,777

2008

2009

2010

2011

2012

Dec-12

Source: Audit Bureau of Circulation, 2012

Note: 2012 refers to the Q2 2012 report, which reflects the period Jul-Dec11 while 2011 reflects the period Jul10-Jun11

Mingguan Malaysia is much preferred over

Berita Minggu
366,469
Mingguan Malaysia

Berita Minggu

176,430

2012
Source: Audit Bureau of Circulation, 2012
Note: 2012 refers to the Jul-Dec 2012 report, 2011 reflects the period Jul-Dec11

Utusan Malaysia daily readership is still growing while

Berita Harian begins to plateau
Utusan Malaysia (000s)
800
750

+12.9%

700
650
600
550
500

Source: Nielsen Consumer and Media View Q213

Berita Harian (000s)

+0.8%

Utusan Online also attracts more readers than Berita

Harian online
with over 450,000 more visitors between Jan-Jun 2012

Source: Effective Measure Jan-Jun 2012

Utusan Malaysia online visitors are more active

Source: Effective Measure Jan-Jun 2012

The
Malay newspaper to reach
the affluents and discerning consumers
Utusan readers earn more average monthly
household income
33% are college/university educated
Technology-savvy
Receptive towards advertising

Utusans readers tend to be more educated

56 57

%
Utusan

Berita Harian

30
25
14 15
9

Primary

Lower
Secondary

Source: Nielsen Consumer and Media View Q213

Base: Individuals aged 15+

Mid-Upper
Secondary

College/
University

Utusan Malaysia reaches the affuent households

Average Monthly Household Income
%

67 68

Utusan Malaysia

Berita Harian

38 36
26 26
20 19
13 12

2001+

3001+

Source: Nielsen Consumer and Media View Q213

Base: Individuals aged 15+

4001+

5001+

6001+

Utusans readers are more likely to travel and enjoy life

Berita Harian

Utusan Malaysia
159
165

Local Holiday past month

Travel by Air Out of Msia

past month

Travel by Air within M'sia

past month

Source: Nielsen Consumer and Media View Q213

Base: Indexed against all individuals aged 15+

78
152

137
217

Utusan Malaysia readers are tech-savvy and own

more gadgets
%

Utusan

89

Berita Harian

84

68
63

44

42 40

36

Mobile Phone

Phone with wifi

function

Source: Nielsen Consumer and Media View Q213

Base: Individuals aged 15+

Phone with camera

3G/4G phone

37

33

Smartphone

According to Research

On average,
Only 57% of newspaper advertisements are noticed by readers
Only 40% of the advertisements are read

Source: Newspaper study by OMG / Synovate

About 80% of ads advertised in Utusan Malaysia are

noticed by the readers

Source: Newspaper study by OMG / Synovate, 2009

* Based on percentage of ads advertised in that newspaper that the readers noticed

59% of ads advertised in Utusan Malaysia are read

The highest of all newspapers

Source: Newspaper study by OMG / Synovate, 2009

* Based on percentage of ads advertised in that newspaper that the readers noticed

THANK YOU