Who knew the Free State has a collective household income of R2.54 billion? According to the Compass 24 research carried out by Ads24, that’s the number that local Free State newspapers can tap into when talking to readers in the province.
While the Free State might not be top of mind when it comes to advertisers based in Gauteng, the Western Cape or KwaZulu-Natal, Ads24 believes it’s an important region for national advertisers to reach.
Over 652 000 people in the Free State read local newspapers, with their home languages being mainly Xhosa, Afrikaans and South Sotho. Their household income indicates a potential spend of R2.54-billion month. 91% live in formal areas, with 70% in the LSM 6+ group and 72% prefer inserts over knock and drop distribution. 29% have accessed the internet in the past 12 months.
Ads24 created an infographic that gives visual weight to its findings. “The aim of the infographics is to offer relevant, easy-to-use visual information to advertisers wanting to reach targeted consumers via local publications, which as our research has proven, resonate powerfully with the man-in-the-street,” says Linda Gibson, Ads24’s CEO.
The Free State is 129 825 square kilometres with a fairly sparse population density of 23 people per square kilometre. There are 2 078 000 adults living in the Free State, according to AMPS 2011AB. 49% are male and 51% female; 87% are black; 75% are household decision makers, with 63% earning up to R4 999; 15% earn between R5 000-R7 999; 9% earn between R8 000-R10 999; 7% earn between R11 000-R19 999 and 5% earn R20 000+; and 5% fall into LSM 1-3, 79% fall into LSM 4-7 and 17% LSM 8-10.
Released in February 2012, Compass24 provides local newspaper editors and advertisers with valuable consumer and demographic information.
The Compass24 research, revealed that:
- Societies are becoming more community-focused;
- Local newspapers are becoming an alternative and relevant advertising medium;
- Brands are able to speak directly to consumers within each community;
- Community-centricity implies an attraction to local newspaper titles that differs to the attraction to national publications, as the local format speaks directly to the specific needs of a niche market.
Compass24 has researched communities in the Western Cape Peninsula, Boland, Northern Cape, Free State, Gauteng, KZN, Mpumalanga and North West.
