Print and online versions of The Royal Gazette reach almost 90 percent of the Island's adult population, according to independent research.

And 64 percent of those surveyed also believe the paper has the best coverage of local news of any media outlet on the Island.

The study, commissioned by this paper and completed in April, was done by Urban and Associates, Inc. an independent research and consulting company in the US.

It was commissioned after Government cancelled its advertising and subscriptions with The Royal Gazette in March.

In a press release at the time Cabinet argued that it was not "cost effective or penetrative enough" to rely heavily on print advertising.

"The cancellation of subscriptions and advertising would save the Government $800,000 and at the time the Premier said he wanted to concentrate more on the Internet and radio.

Cabinet received a copy of the study on August 27 and yesterday a spokesman said: "Given the current economic climate it seems to have been wise to cut back on the amount of money spent on print advertising, just as it was wise to cutback on the Government fleet of vehicles."

"It would be foolish to abandon the belt-tightening, on something non-essential like advertising, just as we hear warnings that the global economic climate is worsening.

"We remain committed to greater fiscal prudence in all areas especially those highlighted earlier this year which included Government vehicles, newspaper advertising and subscriptions and travel.

"And rest assured wherever the Government attempts to cut back there is resistance." The Premier refused to comment.

Government continues to advertise in other print publications and has never revealed the methodology used to reach its March decision.

At the time of the advertising cutbacks, Government also said it was reviewing the Government fleet and travel costs.

However, asked to explain what has been done to reduce travel there was no comment from Cabinet or the Premier and the Minister of Works and Engineering would not indicate how much had been saved from the recent scale-back of the Government fleet by 45 cars.

Royal Gazette Editor Bill Zuill said: "The Government thought that Internet and other forms of media were more effective. This study shows that's not the case.

"The Royal Gazette is by far and away the most effective way of reaching people and the second (reason) was the cost cutting approach when they said they were not convinced advertising in The Gazette was best.

"Again this study shows that The RoyalGazette is by far and away the most effective means. Although this was supposed to be an economic drive this affected one media outlet — The Royal Gazette.

"When you look at which newspaper has the greatest reach it's clear to me that the tax payer is not getting value for money."

According to statistics revealed in the study, which randomly conducted telephone interviews of adult Bermudians, the most cost-effective way to reach the public was through this paper.

Through a combination of the daily paper and The Royal Gazette website, 88 percent of the adult population — anyone over 18 — is reached on a weekly basis.

While on a daily basis 66 percent of the adult population or 31,700 people read The Royal Gazette newspaper — the most people reached by any single media outlet on the Island.

The report goes on to show that although advertising may also be the most expensive in this paper — $360 for a 20in advertisement — it is the most cost effective breaking down to $11.35 to reach every 1,000 people.

At the time of the survey, the consultants calculated that to reach 1,000 people on Hott 107.5, it would cost an average of $14.21. The surveyors said they calculated the cost based on first-time contracts.

As well as providing the most cost-effective advertising, the public also regards this paper as offering the best local news coverage.

Those surveyed were asked: "Thinking about all the news media available to you in Bermuda — in your opinion, which news outlet offers the best local news coverage?"

They ranked The Royal Gazette at the top with 64 percent, second came all TV stations (ZBM TV-9, VSB TV-11, ZFB TV-7), 21 percent, the Bermuda Sun, seven percent, all radio (Power 95, Hott 107.5), seven percent and others, one percent.