It’s the paper that just keeps on growing. Latest ABC figures for Isolezwe show sales increasing to 117 226 from 103 467 in the previous quarter (October to December 2011), a 13% growth.
And it doesn’t stop there. The weekend editions are flying too. Saturday’s Isolezwe ngoMgqibelo has rocketed to 69 695 from 58 851 (18%) and while that of Sunday paper, Isolezwe ngeSonto, has grown 7% from 80 050 to 85 575.
Acting Isolezwe editor, Sazi Hadebe, points out how motivating these high sales are for the editorial team. “It keeps us on our toes! As a daily, we’re under constant pressure to break news and cover issues in a way which keeps readers coming back for more.”
The daily title – which celebrated its 10th anniversary earlier this year – has won the confidence and trust of its audiences. “We don’t let readers down, or have them tire of an editorial formula, our news agenda is truly reader-driven,” said Hadebe.
“We’re over the moon about the latest sales figures but we’re keeping our feet on the ground and are determined to just keep on getting stronger,” said Hadebe.
Weekend editor, Slindile Khanyile, said the Saturday sales were an indication of the growing strength of the brand. “The first edition of Isolezwe ngoMgqibelo hit the streets just nine months ago and we are already close to 70 000 sales with the potential to go much higher. Sunday paper sales are now in the mid-80s and the title is ready to break new barriers in its position as No 1 in the Zulu Sunday market.”
Occupying a coveted space in the burgeoning middle-market, Isolezwe’s advertising support comes from a wide range of market sectors.
“The influence of Isolezwe in the market cannot be ignored,” says The INC’s national sales manager in KZN, Andrew Taylor. “With readerships of the daily and Sunday titles fast-approaching one-million, advertisers experience the effect of this influence with the response they achieve.”
Printed in Durban and Johannesburg, Isolezwe is widely available from a vast network of sales agents that includes hyperstores, spazas, street-sellers and, more recently, roving bicycle vendors.