The following item was seen at
http://www.bizcommunity.com/Article/196/90/9244.html (thanks to a
Google alert)... DZO
Isolezwe records phenomenal growth
Issued by: The Inc
The phenomenal growth of the Zulu-language tabloid Isolezwe - 32%
year-on-year since the 2002 launch date - continues unabated with
average daily sales of 100 000 now well within range.
Guests at Isolezwe roadshows presented recently in Durban, Cape Town
and Johannesburg heard readership gains were tracking the exciting
sales growth.
Latest AMPS figures show the paper attracts just under 600 000 readers
daily while sales average around 89 500 (they were 34 000 in the
second half of 2002).
The roadshows gave audiences an insight into the lifestyles of
Isolezwe readers, with the knowledge that audience characteristics,
rather than just readership size, are taken into account by astute
advertisers.
"In some instances, the advertising community seems to have an
outdated concept of the type of reader attracted to a Zulu newspaper,"
says Regional INC Sales Manager, John McCormack. "Through this
roadshow, we brought the Isolezwe reader to life by projecting a
typical lifestyle.
Our belief is that, by showing what Isolezwe readers are doing with
their time and money, advertisers will be in a better position to see
where and if their brands fit in with that lifestyle," said McCormack.
The Durban-based title in the Independent Newspapers' stable has
entrenched itself in the middle market, appealing to an upwardly
mobile audience - research reveals 31% of its readers are in the LSM 6
bracket (62% in the groups LSM 5 to LSM 8).
And significantly, Isolezwe appeals to women who comprise 43% of its
readers.
Isolezwe readers are very proudly Zulu and passionate about their
culture. But, that doesn't mean they hold on to the past without
embracing modern life. Readers are keen consumers of modern
technology, stylish clothes, fancy cars, sophisticated drinks, and the
like.
To illustrate this point at the roadshows, a 'typical reader' played
by actor Linda Ngwenya, got tongues wagging when he took off his
trendy jacket and shirt to flash his bare chest and traditional
"Amashoba" gear.
Ngwenya then used a flash drive attached to a beaded lanyard around
his neck to present - on screen - his life to the audience. And it's a
good life, with top of the rage aspirations mixed with a need for the
simple things such as a happy family.
"The apparent contrast between modern and traditional sits comfortably
with our readers," says Editor Thulani Mbatha, who has been part of
the editorial staff since the birth of Isolezwe - the only African
language daily newspaper in Southern Africa.
"It's a matter of keeping the focus firmly on what modern Zulus want
from a newspaper."
Mbatha told road show audiences research had provided a few pointers
on where improvements could be made but "overall, readers show a
positive, strong relationship with the title and a real appreciation
for our balanced and unbiased approach.
"We appeal to our readers from a range of angles - keeping them
informed, entertained, educated and even amused through established
and new sources. Our columnists, cartoonists and reporters provide a
highly local as well as global interpretation of current issues and
events."
Isolezwe's popularity - it has more readers than any other daily in
KZN - is driven largely by its editorial content which includes daily
breaking news, local news, women's features, columns, cartoons, sport,
personal finance and health articles.
With 250 000 women readers, the paper is well ahead of all its KZN
rivals, as it is with the average household monthly income of its
readers which is just under R5 700.
McCormack said Isolezwe was introducing specialist sections. "Ones of
particular interest to advertisers include Ezizimoto - a weekly
section dedicated to cars; a personal finance section, a women's
feature and a property section.
"Isolezwe readers respond to advertising. On the car front, who would
have thought a Jaguar retailer would become a regular advertiser and
generate a great response?
"And it took a while to win their confidence but now the 'Big Three'
retailers are placing ads regularly - they have seen Isolezwe delivers
response," McCormack told guests.
Audiences also learned the following about the tabloid's readers:
* 43% live in Durban and Pietermaritzburg
* 93% of sales are in KZN with the balance in Gauteng
* 55% are working part or full time
* 52% live in a house
* 80% have a TV set
* 25% have a DVD player
* 55% have a cell phone
* 14% own a car
* 58% buy their own copy of Isolezwe
* 71% read three to five issues a week
* 50% are in the 16 to 34 age bracket
* 51% have at least a matric education
[13 Feb 2006 09:20]
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