This reminds me of the Yoruba language Newspaper "Alaroye", which will soon be celebrating it's tenth anniversary of publication. Although there have been Yoruba language newspapers since the early 1800s, Alaroye seems to be the most succesful to date. Here are a few links that contain some Alaroye-related information for anyone interested:
http://www.sunnewsonline.com/webpages/features/mediapeople/2005/dec/2 8/mediapple-28-12-2005-001.htm http://www.sunnewsonline.com/webpages/features/showtime/2004/sept/03/ showtime-september-03-006.htm http://www.alaroye.com/home.html ciao --- In AfricanLanguages@yahoogroups.com, "Don Osborn" <[EMAIL PROTECTED]> wrote: > > 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 outdated concept of the type of reader attracted to a Zulu newspaper," 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] > Yahoo! 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