Isolezwe, the country’s only isiZulu daily newspaper, has passed the milestone of one-million average issue readers, according to the All Media and Products (AMPS) survey results presented earlier this month. “The latest AMPS figures reveal that 1 049 000 people read our newspaper daily,” says editor, Sazi Hadebe. “This is the result of consistent growth since we started out in 2002. Titles come and go but these latest figures point to a bright and long future for Isolezwe.”
With over 70% reading at least three out of five copies a week off a low subscriber base, there must be something about the isiZulu daily that keeps readers coming back. According to recent focus group research it’s the catchy headlines, relevant content, credible unbiased reporting and an empathy and respect for readers. Because it’s published in isiZulu, readers get ‘all the detail’ and through the title, people are ‘encouraged to do things that make them better’.
“Readers see it as a quality newspaper – well laid out with the latest news and attention to grammar and spelling,” Hadebe says. “Among our columnists we have Fred Khumalo, who has a national profile, and Thulani Mbatha, a former Isolezwe editor. Contributors write about a wide range of subjects from isiZulu culture to politics and humour and periodic changes keep the content fresh.”
Sales in Durban make up just under half of the title’s total daily sale while AMPS indicates that 37% of readers are in Durban. Isolezwe’s weekend offspring are also doing well. Readership of the relatively new Saturday title, Isolezwe ngoMgqibelo, is 523 000 and the Sunday paper, Isolezwe ngeSonto, has 704 000 readers.
IMAGE: Sazi Hadebe
This story was first published in the October 2013 issue of The Media magazine. The issue can be downloaded here.
