The Galway Advertiser has come out as the most effective newspaper for advertising in the city and county, according to a comprehensive poll carried out by the RED C polling agency.
The survey comprised the extensive interviewing of 400 individuals in the city and county and for the first time ever, featured each of the eight local newspapers currently available in Galway.
It is the first time that a top national research company has undertaken a readership survey of all local newspaper readership patterns in the region.
The RED C findings which are released this week show that the Galway Advertiser outperforms its local rivals by many multiples when it comes to the effectiveness of its advertising.
Fifty-seven per cent of all job seekers said they would consult the Advertiser in their job search, compared to just one per cent for the Galway Independent and 20 per cent for the Connacht Tribune.
Sixty-three per cent of house buyers said they would consult the Advertiser first; 15 per cent said they would use the Connacht Tribune, while just two per cent use the Galway Independent.
Respondents to the RED C survey who were asked which newspaper they would consult if they were to buy a used or new car came down heavily in favour of the Advertiser with 62 per cent saying they would consult that first.
This contrasted sharply with just two per cent who would use the Galway Independent and just nine per cent who would use the Connacht Tribune.
RED C was set up in June 2003 to provide a new independent and free thinking research resource within the market place, since which time it has become the fastest growing full service research company in Ireland.
Its client list includes RTE, Diageo, Intel, Centra, Dunnes Stores, Super Valu, The Sunday Business Post, the Irish Daily Star and the Dublin Airport Authority.
The Advertiser also came out tops for best entertainment information with 66 per cent of all the respondents saying they consult it before deciding where to go; compared to 14 per cent for the Connacht Tribune and just four per cent for the Galway Independent.
Not surprisingly, the RED C poll showed that the Advertiser’s classified ads — the biggest in the country — were read by 80 per cent of respondents; while just two per cent of respondents read classifieds in the Galway Independent and just 11 per cent in the Connacht Tribune.
In terms of readership Galway First, the Advertiser group’s newest newspaper which has just been expanded to cover the city and county, came in fourth ahead of the Galway City Tribune, The Galway Voice, The Connacht Sentinel and the Tuam Herald.
The Advertiser also came out as the newspaper with the longest shelf life with 52 per cent keeping it until the new one comes out each week. Only one per cent of the respondents said they had never read the Galway Advertiser, while a massive 77 per cent of respondents said they had read a copy during the past week.
Only 40 per cent of respondents said they had read the Connacht Tribune during the past week.
The findings confirm that the Galway Advertiser is the most effective medium in helping local businesses attract customers in challenging economic times.
Poll’s main findings
Almost 80 per cent of all respondents had read the Galway Advertiser that week,
30 per cent more than its nearest rival.
Fifty-seven per cent of all job seekers said they would consult the Advertiser
in their job search, compared to just one per cent for the Galway Independent
and 20 per cent for the Connacht Tribune.
Sixty-three per cent of house buyers said they would consult the Advertiser first; 15 per cent said they would use the Connacht Tribune, while just two per cent use the Galway Independent.
62 per cent of car buyers said they would consult the Galway Advertiser first,
with nine per cent using the Tribune and two per cent using the Galway Independent.
66 per cent of all the respondents saying they consult the Advertiser’s entertainment/arts section before deciding where to go; compared to 14 per cent for the Connacht Tribune and just four per cent for the Galway Independent
80 per cent of respondents read the Advertiser’s classified ads,
compared to two per cent of respondents who read classifieds in the Galway Independent
and 11 per cent in the Connacht Tribune
