It’s been a long while in coming but South Africa’s top-selling daily newspaper, the Daily Sun, has launched a website as well as an app in an effort to reach all its readers, not just the thousands accessing content on mobile and print. Glenda Nevill reports.
“The Daily Sun has had a successful mobisite for many years and a decision was made to create a responsive website for better usability. We have quite a large desktop and smartphone audience who has now benefited from the optimised site,” said Gaafele Mbele, portfolio manager for digital at Ads24.
Deputy editor of the tabloid, Ben Viljoen, said while 82% of its reader are on mobile, desktop usage could grow up to 37% while people are at work. “The custom designed Redactor platform allows us to deliver content on any size screen. We have had great success with video, and the new site allows us to incorporate social media and multimedia in a rich content environment,” he said.
The app is being marketed in the Daily Sun, and has had over 5 000 downloads since launching in December. Asked if the cost of data would be prohibitive for readers, Mbele said, “The app has been designed with this particular market in mind and is in line with their data consumption habits”.
Not only that, but it contains features such as the GoMetro app that provides real time updates on public transport. Comments are now moderated and the title’s massive Facebook community – nearly 624 000 – can now access text, video, maps, tweets, and audio files through a single story.
“We chose the design to remain consistent with the print product, white on black headlines, picture heavy, and very little white space. The adaptability of the platform and the availability of editorial space to advertisers means the site can go far beyond the print edition in terms of native advertising as clients are not limited to the traditional advertorial,” says Viljoen.
While the website is currently looking sparse in terms of advertising Mbele said it is “available on the website and is currently offered to client on a CPM basis”.
