Sunday, January 02, 2005

Oh-Man, part deux

"Research findings have shown us that newspapers are read largely in the capital area and most of the local population leaves for the interiors on Wednesday evenings to be with their relatives and families. It is believed that even if the target audience reads an advertisement over a long weekend, it will not have top-of-the-mind recall, come saturday." - an automobile marketing manager from one of the largest dealerships in Oman, quoted in BusinessToday magazine's November 2004 issue.

I've always been fascinated by the reverse trend in Oman. Throughout the world, the weekend papers are filled the brim with advertising and extra features. Even when I didn't buy daily papers, I used to buy the Sunday paper every weekend. In the UAE, both the Khaleej Times and Gulf News have a huge target audience on Friday. But in Oman if you buy the newspaper on Friday it has less pages, less features, and sometimes doesn't even include a single advert. Is it really because people go to the interior? Or is it because Omanis don't buy the paper and usually get it for free at work. No work on the weekend = no free paper ------------> huge drop in newspaper sales every weekend.


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