Local newspapers growing in popularity

2016-03-23 06:00

RECENT research by the company Ask Afrika revealed the incredible popularity and value of Express and other local papers in the Media24 group in the Free State and Northern Cape.

The research was done by AskAfrika for Ads24, the national marketing arm of Media24.

The roughly 2 million adults living in the Free State have the third highest living standard in the country after Gauteng and the Western Cape, and consumer confidence is high, the research revealed.

According to a press release by Ads24, the majority of Free Staters (71%) speak Sotho as a first language and 13% are Afrikaans.

Out of these people, 752 000 read a Media24 local newspaper title.

Of these three-quarters of a million readers, 99% say they will continue reading their paper; 41% read every single issue; 52% read almost all of the paper and 39% keep the paper for a week or longer.

The Media24 local papers (with their readership in brackets) in Bloemfontein are Express Mangaung (396 788) and Bloemnews (62 435).

The group’s local papers in the Eastern Free State are, with offices in Bethlehem, Express Eastern Free State (65 053), Vrystaat (34 390) and Maluti (9 166).

The Media24 papers in the Goldfields and the Northern Free State are Vista (174 123), with offices in Welkom, and Kroonnuus (10 159) in Kroonstad.

The Northern Cape has a population of 787 000 and is 55% Afrikaans speaking.

This province has the fourth highest living standard, after Gauteng, the Western Cape and the Free State.

Almost a third of the population (233 000) in this province read a Media24 local newspaper.

There are three Media24 titles in the province, Kalahari Bulletin (86 474 readers), Noordkaap (81 805) and Northern Cape Express (64 514).

Loyalty to their Media24 local title is absolute, with 100% saying they will continue reading it, 43% reading the paper thoroughly and 52% keeping it for a week or longer.

Ads24 stated these local newspapers are an important part of the community.

The newspapers are keeping people in touch with what is happening in their province as a whole and with the towns in and around where they live.

In the smaller towns and cities, people often know one other and they are a true community.

The local newspapers are read with a sense of pride and belonging, Ads24 said.

Readers in the


ACCORDING to the research, the majority of readers (63%) of the local papers of Media24 in the Free State are in the economically active age groups of 25 to 49 years and 43% are young nest-builders (aged 20 to 34 years) who are equipping and furnishing their homes.

A whopping 81% are in the most active acquisition living stage (Living Standards Measure Z LSM 5 to 8).

They buy local and 83% believe it is important to support local shops. They are price conscious and 85% look for bargains when going shopping; 82% budget for every cent when planning household shopping lists; 75% are very conscious of the prices they pay for individual brands and 81% will compare prices before they shop.

Personal preference, however, is also important and 72% will buy a product if they like it, regardless of price; 70% are brand adventurers and will buy a new brand to try if they see it.

The good news for advertisers is that 92% of Ads24 local title readers in the Free State read pamphlets and 65% prefer recei-ving inserts in their local paper. A third (32,4%) of the Media24 readers in the Northern Cape are young nestbuilders (aged 20 to 34 years) equipping and furnishing their homes and 56% are in the economically active age group of 25 to 49 years old. In total, 85% are in the most active acquisition living stage (LSM 5-8). Saving money is important and 91% look for bargains, 86% are conscious of what they spend on individual brands; 79% budget for every cent on the household shopping list and 83% like to compare prices before shopping.

The vast majority (89%) read pamphlets in local newspapers.

The roughly 2 million adults living in the Free State have the third

highest living


in the

country, after

Gauteng and the

Western Cape.

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