Ads24 announced that it has re-launched PE Express Indaba in the Eastern Cape as a result of reviewing its readership profile through extensive research. It now distributes 55 000 copies throughout the Province every Thursday.
“PE Express Indaba has been around since 2007 as a monthly title in the black suburbs of Port Elizabeth. We distributed 30000 copies free, door to door on the last Wednesday of each month. Research identified that the homes that receive the newspaper are built with bricks, the owners have cars and driveways and also satellite dishes and post-boxes. The readers work either part or full time and had a steady income in the home,” says Evan Smith, Ads24’s business manager: Communities.
“Ads42 constantly makes use of a research company called Compass research to profile its readers per region, the readers’ requirements in terms of that they want in the papers and the demand in terms of numbers. Research has resulted in a new print run for PE Express Indaba as well as adding two new areas to the region based on demand,” he says.
The move has helped boost advertising too, as the paper has extended its distribution profile. “Advertisers have been very interested in the product and the weekly offering with increased print order (55 000 copies). Two new areas were added on Walmer Township and Kwanobuhle in Uitenhage. More wholesalers are taking a keen interest in the advertising opportunity,” says Smith.
Who is the market here? TheMediaOnline asked Smith to Unpack reader profile.
- The Xhosa people have a very rich heritage of which they are very proud;
- 5.3 million live in the Eastern Cape;
- 18% of SA’s population;
- Elders serve as herbalists, prophets and healers;
- Talented with beadwork, weaving, woodwork & pottery;
- Employed (full & part time);
- Possess houses and vehicles;
- Traditional by culture;
- Rapidly emerging;
- Interests: soccer (watching and playing); music; socializing; and family and community orientated
The paper focuses on wholesome community news and highlight achievements academically, in sports and general upliftment. “The Port Elizabeth Express focuses on news and people that matter to the community where the paper is distributed,” say Bettie Giliomee, PE Express Indaba editor. “Not only are municipal and crime news covered, but the Indaba gives people and organisations, which make a difference in the community, a platform. Regular columns also focus on topics ranging from health to wealth.”
The competition in terms of community newspapers, says Smith, comes from one bi-weekly publication called Zithethele.
· Kwanobuhle (10 000);
· Walmer (5 000);
· Motherwell (12 400);
· Bethelsdorp (900);
· Kwadwesi (3 770);
· Kwazakhele (7 000);
· New Brighton (6 500);
· Veeplaas / Joe Slovo (6 000);
· Port Elizabeth Commuter (2 800); and
· Spar and other (630).