Local newspaper titles are much loved and well read by the communities in which they operate and readership numbers are growing steadily. Media24 local newspapers have a particularly strong foothold in the Western Cape.
The Western Cape Peninsula has a population of 2.8 million adults which makes up 7% of the total South African (SA) population. The Cape Peninsula is one of the most affluent regions in SA. Consumers here have more disposable income and the majority of them fall within LSM 7-10 market, 50% are affluent and in LSM 8-10. This highlights the fact that the population in this area can afford high tag items. Their spending power is higher than that of the average South African population and 73% have a bank account.
Ads24 has 24 local newspaper titles in the Western Cape Peninsula with a total average issue readership of two million, according to Compass24 Wave3 research conducted by Ask Afrika. An impressive 85% of the readers of these local titles read three or all four copies per month and 49% read almost the entire newspaper, 45% keep the paper for a week or more and 98% are loyal to their local title.
The local title readers in this region actively look at inserts to make purchase decisions and 90% read pamphlets, 79% compare prices before go shopping and 81% believe it’s important to support local shops. The good news for advertisers is that 70% will buy a product regardless of price if they like it and 70% will test new brands.
These papers appeal to young readers, 30% are under 25 years of age, 41% are young nest-builders (aged 20-34 years ), equipping and furnishing their homes and 61% are in most active acquisition living stage (LSM 5-8).
