Compass24 research measures 86 Media24 local newspaper titles with solid reach across all the provinces in South Africa, with their strongest presence in the Western and Eastern Cape, and the Free State. Local titles are valuable because they are able to reach geographically remote and demographically diverse communities. These newspaper titles are the voice of the community and have a loyal readership who invests great trust in them.
Ads24 commissioned Ask Afrika to conduct a readership survey, Compass24 for their local titles, with Wave 2 being released in September. The biggest benefit of the Compass24 survey is that it provides regional and per title readership figures and consumer information. It gives a general overview of all Media24 local titles and their footprint to industry, providing consumers with an opportunity to comment on the efficacy of advertising mediums used. At the same time, it gives the industry a view of the shopping habits of its consumers. Each wave of Compass24 introduces new market segments and Wave 2 will focus on the Automotive, Fast Food, Banking, and Education sectors.
“South Africans treasure local newspapers which embrace and acknowledge our diversity, personalised for the community. Through Compass24, advertisers gain access to not only reach figures for Media 24 local newspapers, but insights into consumer behaviour, preferences, interests and shopping habits of consumers which are vital for media planning. Media planners and strategists are provided with resources and information to improve and enhance their local newspaper selection, and to deliver optimum results for their clients and advertisers,” says Tania Barzu, head of marketing and strategy at Ads24.
Compass24 research and insights are available on Telmar and on the Compass24 website, which will be updated in September 2014 with the new data release.
