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SubscribeResults of Jordan’s First Free and Independent Media Survey Unveiled
On March 10, journalists packed a press conference to hear the results of a groundbreaking media survey in Jordan. Chief of Party on the Jordan Media Strengthening Program (JMSP) Sam Compton and Strategies Director Muin Khoury addressed the 50 eager attendees. The survey revealed new trends among Jordanian readers and listeners, offering fresh data on the most popular newspapers, magazines, and radio stations across the kingdom.
The nationwide poll included 2,912 Jordanians aged 15 and above. The results demonstrated that radio has a much higher penetration rate than any other medium, excluding mobile telephones, with 46% of respondents having listened to the radio in the preceding 24 hours. Furthermore, 54% of radio listeners in Jordan are below 29 years of age.
The results shocked many, as it had long been assumed that newspapers dominated the industry. However, the survey revealed that readership of daily newspapers was much lower than that of radio listeners, with only 19% having confirmed reading a newspaper in the last 24 hours.
Telephone interviews were also conducted with 600 individuals who represent Jordan’s opinion leaders, including business leaders, union and political party leaders, academics, professionals, and government officials. This was the first time a Jordan media survey gauged the reading and listening habits of opinion leaders.
The results of the survey are intended to inform business owners of the value of advertising and marketing in media and the impact it would have on their business. In light of the survey results, plans are already in the works to conduct two workshops for small and medium-sized businesses with the aim of creating awareness of the value and viability of advertising in non-press media (i.e. radio).
The survey, conducted by JMSP grantee Strategies, a Jordan affiliate of Harris-Interactive, was part of the JMSP small grants program. JMSP, a USAID-funded project administered by IREX, aims to increase professionalism, objectivity, and skills among students, journalists, editors, and owners; foster independent local media that serve community needs, reflect local viewpoints, and contribute to the decentralization process; improve the enabling legal environment for independent media; and enhance sustainability of media NGOs and media businesses.
May 2008
By Farida Ibrahim
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