Sunday Times is most quoted medium

2012-03-20 22:26

Johannesburg - The Sunday Times is still the most quoted traditional medium in South Africa, for the sixth year in a row, according to research by Media Tenor South Africa.

City Press moved up a place, becoming the second most influential medium, with the Mail & Guardian dropping to third.

Unsolicited recognition had remained particularly important at a time when circulation figures for print media were dropping and advertising revenues were declining, Media Tenor said

"Media all over the world are reluctant to acknowledge when another medium has come up with a scoop or a particularly interesting part to an existing story - so referring to a peer is a valuable recognition that has to be earned," said Marrianne Nebbe, Media Tenor spokesperson.

City Press received increased interest from its peers due to its extensive focus on African National Congress Youth League president Julius Malema.

The weekly also stimulated general media debate as a result of opinions carried in its Voices section, including reportage on columnist Eric Miyeni and presidential spokesperson Mac Maharaj.

Ferial Haffajee's appointment as editor in 2009 had significantly changed the publication's direction, Nebbe said.

Forward-looking analysis of South Africa's political landscape combined with critical reviews of business news and the media landscape resulted in the Business Day being the most quoted daily financial publication.

It was also frequently cited in other African media markets, most noticeably the Namibian press.

Being most quoted by peers was also an indication of the status a particular medium had among its colleagues, said Nebbe.

Although Radio 702 ranked lower than the Business Day as an influential business medium, discussion on the show stimulated public debate of corporates to a great extent, subsequently resulting in increased general media interest.

Social media such as Facebook and Twitter were much more prominent as a source of information for traditional media.

These media were rarely cited only two years ago, Media Tenor said.

Whereas most Afrikaans media lost prominence, Beeld became increasingly influential during 2011.

Beeld roused awareness after suspended ANCYL spokesperson Floyd Shivambu swore at journalist Jaques Dommisse.

"Beeld also led reporting on certain crime stories such as the murder of Anika Smit," Nebbe said.

"The publication's coverage on the 'Modimolle Monster' signals that the medium will continue to influence reportage on crime during 2012."

*Beeld and City Press are part of Naspers

- SAPA

Read more on:    sunday times  |  twitter  |  facebook  |  city press  |  avusa  |  ferial haffajee  |  floyd shivambu  |  social networks  |  media
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