It’s official: The Times has 340 000 readers! Here’s an extract from our press release:

The first All Media and Products Survey (AMPS) results for The Times, since the paper’s launch last year, have exceeded expectations. The latest AMPS 2007B data shows that The Times has an average issue readership (AIR)
figure of 340 000 and just over 1 million people have come across it since its launch in June 2007. This new data, recently released for The Times, was gathered during the July to November 2007 period.
Before the launch of the new daily paper in June last year, a survey was conducted by the Sunday Times with a sample of 1 200 of its subscriber households to test its viability. Results of the survey forecasted a figure of just over 310 000. The Times, initially only delivered exclusively and free to around 130 000 Sunday Times subscribers on a daily basis, is now also on sale across Gauteng streets and in selected retail outlets in Gauteng, KwaZulu-Natal, the Free State and the Western Cape.
“We are thrilled that the first AMPS readership figures for The Times are 10% higher than we initially predicted and the results have notably surpassed our projections,” says Enver Groenewald, Avusa’s General Manager for advertising revenue & strategic communications.
Other key predictions that AMPS has now confirmed include that 85% of The Times readers fall into the high LSM range, LSM 7-10, and that there is a ratio of 55% male to 45% female readers. The AMPS results also established that the paper has a good racial demographic spread and is read by a predominantly younger audience, between the ages of 25 to 49.

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