Communities in North West and Mpumalanga have a great sense of pride in and connection to their local newspapers. These titles speak to their readers about news that directly affects them. Local titles become a trusted part of the community.
Mpumalanga has 2.9 million adults living in its borders, 8% of the South African population. It stretches from the Kruger National Park in the north to Piet Retief in the south and Witbank in the west and includes, Ermelo, Dullstroom, Barberton, Nelspruit, Lyndenburg, Pilgrims Rest, Hazyview, White River and Komatiespoort.
Ads24 have one local title in Mpumalanga, Cosmos News, with a readership of 53 000 as measured by Compass24 Wave3 recently conducted by Ask Afrika; 37% of these readers are young nest-builders, 20-34 years, equipping and furnishing their homes and 71% are in most active acquisition living stage (LSM 5-8) and 54% are affluent in LSMs 8-10.
There are multiple opportunities for advertisers depending on the brands they are selling and most importantly is the price factor; 71% budget for every cent and 66% prepare shopping lists. 68% read pamphlets and 57% prefer receiving inserts in their local paper.
North West province has only a slight smaller population 2.6 million adults making up 7% of the South African total. It lies on the Botswana border, fringed by the Kalahari desert in the west, Gauteng province to the east, and the Free State to the south and spans Parys, Potchefstroom, Klerksdorp, Vryburg, Kuruman, Lichtenburg, Zeerust, Rustenburg, Brits and Haartebeespoort.
Ads24 has two titles in the North West the Carletonville Herald and Potchefstroom Herald with a combined readership of 86 000, 40% read every single issue.
Of these Ads24 readers 54% are in the economically active life-stage between 25-49 years old, 40% are young nest-builders aged 20-34 years, equipping and furnishing their homes and 70% are in most active acquisition living stage (LSM 5-8), over half 52% are affluent in upper LSMs 8-10.
The majority (64%) of readers are conscious of the price they pay for individual brands and 93% prefer receiving inserts in their local paper.
Sources: Compass24 Waves1,2,3 (2013-2015), AMPS 2015 BA, Census 2011
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