The Readership Profile

The readership of Mera is senior and multidisciplinary. Physicians dominate, but other professionals also feature importantly. In Africa many professionals have to be "Jack of all Trades" and not just a master of one single discipline as is so often the case in Europe or North America. A readership survey (of Africa Health) more than 1000 responses were received. Over 90% of respondents either rated it as essential or very useful reading. Its practicality and relevance were particularly appreciated. Many doctors said that Africa Health was their only regular source of reliable information on medicine and healthcare. (The survey also established that almost half the readership are involved in the procurement of pharmaceuticals and 47% involved in the procurement of lab equipment, diagnostics and consumables with 4 out of 10 being involved with the procurement of hospital equipment). Notable fact - 92% of the readers said that they would want to receive information about pharmaceutical product launches.

Pass-on readership - most copies (75%) are read by up to 9 people and 18% are read by 10 or more. On average 4.7 people read each copy. If this was sustained with Mera, the circulation would in excess of 50,000 readers.