According to the data of the 2000 readers’ survey, 2/3 of the Zerkalo Nedeli readership are male readers and 1/3 are female readers. The readers’ average age is 39, that is, the age of the most socially active population. As compared to the 1997 data, the Zerkalo Nedeli readership has grown younger (in 1997, the average age was 44.9).
The overwhelming majority (79.7%) of our readers have higher education. The analysis of the readers’ occupations shows that the majority of our readers are highly qualified professionals, they make up 39% of the total number polled, 15% of the respondents have their own businesses, enterprise heads account for 13% of readership, and department heads – for 19%. Maintenance personnel and workers make up 3% each, and pensioners – 8%.
1% of the respondents describe their standard of living as high, 3 % as above average, 38% as average, 36% as below average, and 22% as low.
The professional activities of the respondents are concentrated in the following areas: bodies of state power - 14%, production – 13%, trade mediation – 6%, finance – 3%, services – 4%, education – 21%, mass media – 3%, healthcare – 8%, science and culture – 15%, other – 13%.
The survey shows that each copy of the newspaper is read by 5 people on average, which also increases its readership.
The paper enjoys the special trust of its readers most of whom find it unbiased and objective. This trust has been achieved due to the high professionalism and intellectual level of our journalists. The Zerkalo Nedeli articles, even the most critical ones, always reflect political, economic, social or cultural developments in Ukraine and they never express a subjective opinion.
The following are the awards received by Zerkalo Nedeli weekly:
In 2001- the ZEIT-Stiftung Foundation awarded the Gerd Bucerius award “Young press of Western Europe” to ZN.
In 2000- the paper received the highest journalistic award “Golden Pen” at the Ukrainian national annual mass media competition.
In 1999- the paper won the national contest “The Man of The Year” in the nomination “The Paper of the Year”.
In 1999- the editor of ZN department of politics Sergey Rakhmanin was awarded “Journalist of the Year” as a part of “The Man of the Year” contest.
In 1998- the paper was the prizewinner in “The Man of the Year” national contest in the nomination “The Paper of the Year”.
In 1998- the paper won the title “National Recognition” at the Ukrainian journalistic festival.
In 1997- the paper was the prizewinner in “The Man of The Year” national contest in the nomination “The Paper of the Year”.
In 1997- deputy editor-in-chief Yuliya Mostova was awarded “Journalist of the Year” as a part of “The Man of The Year” contest.
Leading information agencies, analytical centers, and other mass media regularly refer to the articles published in Zerkalo Nedeli.
When asked “Why do you read Zerkalo Nedeli?”, 52% percent of the respondents answered that they like the content of the paper, one third of the respondents like the analysis provided by the publication, and about 30% like the paper’s “comprehensiveness” - everything is in one paper, 16 % of its readers like the style of the publication.
Thus, it is possible to draw the conclusion that the name Zerkalo Nedeli stands for top professionalism, analysis, trustworthiness, and comprehensiveness.
Advertisers with Zekalo Nedeli prefer text advertisements, which account for 74% of all paid advertisements. Part of the readership does not identify such texts as advertising. In the view of a weight of authority of the newspaper, such a notion as “trust to the advertising carrier” is the major argument in favor of placing advertisements in this publication.