Media24 local newspaper titles have 1.2 million readers more in 2014 than they did in 2013, with a total national readership of over 6.7 million, 75% of people in Ads24’s footprint read one of their local titles, as measured by Compass24 research. Of the readers 97% said that they would continue reading their local title, and 20% of respondents had recently started reading their Media24 local title.
“Wave 2 of Compass24 shows an impressive increase in readership, with high penetration levels, and a strong uptake. Local newspapers are powerful, they have impact and can wield a lot of influence on society, facilitating informed conversations with advertisers. In a country such as South Africa where internet penetration has not quite got to the masses, newspapers serve to expose, enlighten, inform, educate, and inspire,” says Andrea Rademeyer, CEO and founder of Ask Afrika.
Print circulation continues to rise in countries with a growing middle class and relatively low broadband penetration, but long-term structural declines in print circulation continue in mature markets as audiences shift their focus from print to digital, according to Wan-Ifra. While digital advertising continues to grow, it still represents a small part of overall newspaper revenue. Globally, 93%of all newspaper revenues continue to come from print. Digital and print co-exist very well particularly in South Africa and are complimentary to one-another, internet penetration is sitting at 30%, but out of pocket constraints put a limit on how much browsing can be done.
“Compass24 has revealed the advertising strength of Media24 local newspapers. Readership is increasing, the titles have low levels of attrition, and local newspapers, which is an admirable feat in the current economic climate. Our titles have comprehensive readership per copy,” says Tania Barzu, head of marketing and strategy at Ads24.
Compass24 looks at the demographic profile of the readers of each title and region, and at their retail behaviour. These valuable insights will be available to media strategists and planners on Telmar and on the Compass24 website later in September.
