Postimees read by 613,000 people a day

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Postimees, in its Estonian and Russian versions both on paper and in the Internet, is read daily by 613,000 people aged 15 and older, shows study done in March.

AS Postimees issues four printed newspapers: Postimees, Tartu Postimees, Postimees in Russian, and the Russian weekly Den za Dnjom. 280,000 nationals of Estonia read a copy of an AS Postimees printed newspaper.

In addition to physical newspapers, Postimees has over 20 web environments, all also readable by mobile phone and tablet computer. Over the web and mobiles, Postimees is read by 442,000 people. The websites of regional papers related to Postimees have 55,000 online readers.

«The exceedingly large numbers revealed by the study confirm that Postimees is providing good journalism,» says the Postimees principal editor-in-chief Anvar Samost. «These past weeks, many have surely seen the Postimees promise to provide people with unbiased fresh news, to stand for freedom of speech, to make the world understandable and meaningful for all. Considering our unique position, that’s the only way to go.»

According to the Postimees economist Kristina Randver, the physical Postimees and website readers only overlap by 18 per cent – thus, the environments are not in competition for readers; rather they complement one another, offering every reader the information they need and are interested in, in the way most fitting and comfortable for them.

In the Estonian language, Postimees’ paper and internet readership overlaps by 14 per cent, in Russian – by 13 per cent. About 68,000 people daily read Postimees over their mobile phones; paper edition and mobile readership overlaps by 5 per cent; web and mobile readers overlap by 12 per cent.

Nearly 70,000 phone readers

Estonian language paper, web and mobile environments have a total of 520,000 readers, newspaper and website users overlapping by 14 per cent.

The Postimees in Russian and its website have 126,000 readers all in all. 13 per cent of those read Postimees-related publications both on paper and over the web.

Ekspress Grupp’s paper and web publications are read by 603,000 people a day.

Taken together, the two media groups have close to 800,000 readers in Estonia, aged 15 and older – only a third of those reading publications of both media groups. Compared to the Ekspress Grupp publications, the Postimees readership includes more men and townsfolk. Readers under 40 years of age prefer the publications of Postimees.

The mobile environments of Postimees and Delfi total 93,000 readers; among them, 68,000 read Postimees over the phone, 48,000 reading Delfi. A quarter of people consuming journalism over mobile phones use both environments. The majority of Postimees and Delfi readers over mobile phones are Estonians, from Tallinn, aged 20-29.

Postimees read by youth

In the Russian language, Postimees on paper/in web and Delfi are read by 184,000 Estonian nationals; Postimees having 126,000 Russian paper and web readers, Delfi in Russian has 119,000. A quarter of Russian language readership consumes both Postimees and Delfi.

According to Ms Randver, there is something for everybody in the Postimees publications. For instance: 58 per cent of the youth (aged 15-19) read Postimees news daily. In age group 20-29, the Postimees readership amounts to a whopping 68 per cent. The Postimees readers come from all over the land. For instance, over half of Tallinners read Postimees daily, on paper or in web. Also, Postimees has a wide readership in Southern and Western Estonia.

The size and division of readerships is based on the March survey by market research company Turu-uuringute AS, ordered by Postimees.

Postimees also has Estonia’s largest Facebook community – close to 100,000 people follow news by Postimees via the world’s biggest social network.

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