Newspaper 10 2008

NEWSPAPER 10 July/August 2008 Sponsored by:
SA newspapers feel the pinch

Locally, advertisers and consumers The daily broadsheet as a category, emerging middle class the growth increase in cover price has been in upward mobility slowing,” says du
are feeling the pinch, tightening their has been struggling for some time, rate in advertising numbers is very response to declines in ad revenues. Plessis. He adds that this market is
belts and looking for ways to make given it is challenged by the evolution positive, and I think there will be “This is one of the reasons we have where the boom is, and average
their rands stretch further than of the tabloids and weekend papers as opportunities here,” says Groepe. steadily been raising our cover price. incomes are growing. “And yes, some
ever. And while global adspend well as the rise of online news read- City Press editor, Mathatha Tsedu, It reduces our dependence on ads a of them are leaving for higher
figures show that SA’s adspend is ership. “Dailies are under pressure says his newspaper’s advertising little, and helps us to get through LSMs,” he adds.
growing (Nielsen’s Global AdView from people who prefer to read on revenues have not seen losses; circu- tough times because readership stays However, he is realistic about the
reports that our adspend grew the Internet,” says Ferial Haffajee, lations, however, have declined by five steady,” says Bruce. challenges of the current economic
15.3 per cent in the first quarter of editor, Mail & Guardian. She says the per cent (mirroring similar declines For the tabloids, and some of situation: “I’m sure we haven’t seen
2008), the decline in sales across niche papers are holding their own. across the majority of newspapers). the weekend papers, sales appear to the worst of it yet. I’m not going to
the motor vehicle sector and the “Some readers are dropping the “This signals that there is some- be holding firm. “Weekend papers, be cavalier about it just because it
state of the property market signal dailies and buying the Sunday papers,” thing happening at circulation level globally, are doing better than their hasn’t affected us yet.”
that the economic decline is having a says Van Niekerk. She goes on to in the South African market,” he daily counterparts as they are still Fergus Sampson, CEO: Emerging
serious impact. say that newspapers must adapt says. Tsedu believes that the steady regarded as a leisure read – some- Markets, Media24, is a little more
Looking closely at the newspapers their portfolios and their offerings ad revenues are the result of an thing to put your feet up with over concerned. “Advertising sales are
it becomes clear that while they view to take into account the crunch increased number of government the weekends,” says Haffajee. “We definitely contracting, especially
the downturn as part of a global trend on consumers. recruitment ads. “A year ago, we saw see the downturn as part of the cycle national advertising. Single copy sales
some are facing greater challenges The Mail & Guardian, for example, advertising from cellphone brands and hope it will turn next year,” says are still holding steady under the cir-
than others. “The impact is not too is looking at special packages for and service providers, banks and so Willem Pretorius, editor, Sondag. cumstances. We are planning for a
dramatic, but it’s tougher. Newspapers those markets that would be most on. This is no longer the case. These Meanwhile, the Daily Sun, the severe and protracted downturn –
passed through a comfy phase where sensitive to the crunch. “Our copy
“
targets were reached. Now newspa- sales are holding steady though with
pers must become more professional a cover price of R16.50, I am I don’t think that the South African market has an insulated digital perspective.
and more relevant,” says Gavin
Rheeder, marketing manager, Beeld.
He points to declines in motor and
concerned. As an editor, I would like
us to get our coverage of this important
time in our country’s history to as
“
Local publishers haven’t felt the effect of market dilution that stems from increased
digital activity
property advertising in newspapers as many people as possible, so we are
indicators of the increasing pressure crafting special offers for students,
on incomes. “There is evidence of a pensioners and other vulnerable advertisers and these sorts of ads are country’s most successful tabloid, possibly as long as 18 months before
downturn but it’s definitely not groups,” says Haffajee. “I think we are tapering off and are being replaced by reports very healthy circulation. “We we can breathe comfortably again,”
negative as it’s still a single-digit at the end of a market where readers government recruitment advertising, are beating our budgets by millions he says.
decline,” says Francois Groepe, are less price sensitive, but we still because there has been a major and this is partly explained by our What’s clear is that the next year or
CEO, Media24. need to work to protect our student, growth in the number of upper resolute campaign that you only need two will be very challenging for
Lucille van Niekerk, independent younger and retired readership, LSM black readers that we attract,” to use the Daily Sun to reach the newspapers that have not invested in
media consultant, reports that she which may hurt from a decline in he says. “If you are not getting LSM 4 market, which is a powerful the technologies and platforms to
has seen an impact on the general disposable income,” says Haffajee. replacement advertising as we are market,” says publisher, Deon du build relationships with readers and
buying patterns of newspaper readers. Looking ahead, says John Bowles, getting, you will most certainly see a Plessis. “Our newspaper is dedicated advertisers, and differentiate their
“Not only is there pressure from the joint MD, Newspaper Advertising decline in revenues.” to the guy in blue overalls, and he newspaper brands. And certainly,
consumer and the advertiser, but Bureau (NAB), dailies and, to a certain For the business newspapers, the changes. When we launched, he had all the editors and publishers that
there is also competition: there are so extent, weekend papers will always credit crunch may be a good thing; a kid aged five and now that kid is Newspaper 10 spoke to said they
many community shopping malls have a role to play, but will face after all, investors, home owners and nine. There is increasing wealth in would be investing in developing the
and new competitors to take into massive challenges as they encounter people with assets are increasingly this market and some sections of quality of news reporting or new
account,” says Van Niekerk. She adds the impact that youth culture will turning to these titles for up to date the townships are indistinguishable media platforms.
that subscriptions too, are showing have on news consumption. and reliable information to help from the suburbs,” says du Plessis. Haffajee, for example, says that she
signs of strain. “I can see the crunch The same cannot be said, however, them navigate the tough times. Peter The changes in this market are huge will build up expertise across all
in everyone’s circulation figures and for the newspapers aimed at the black Bruce, editor, Business Day, has found – consider the development of shop- specific interest areas (business, politics,
even in the margins. The magazines middle class. “For some newspapers, that in spite of the fact that the cover ping malls and the way they are science, and so on) to ensure that
and newspapers on the shelves are there is significant pressure on circu- price has almost doubled over the changing behaviours and patterns of reporting on these topics is at the
thinner and some are carrying more lation as people have less disposable past few years circulation has shopping. “There is no evidence of exclusive cutting edge. “The motto
ads to buffer their losses,” she says. income. For some of the black remained steady. However, the these fast changes slowing or of the continued on page 3
NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

News NEWSPAPER 10 • JULY/AUGUST 2008 • 3
A day in the life of a South African newspaper

A recent study carried out by African Response and SAARF AMPS found that
the average newspaper passes from the hands of the seller to a whole series of
Page 3 Girl:
readers. The average township dweller will buy their newspaper from a street
vendor on their way to work; they read their paper while commuting or dur- Gill Randall, joint MD,
ing their lunch break. Then it is passed from one colleague to the next until
Newspaper Advertising
the original buyer leaves work and takes their paper home with them.
The study found that the course of most newspapers is assisted by a link of Bureau (NAB)
different social groups and communities, and that many black South Africans
are buying the newspaper, but are not buying all the newspapers they read.
This demonstrates how readership has increased without a corresponding
increase in circulation figures.
Plus, many newspapers end up serving functional purposes in the home.
The study also found that varied content and hyper-local neighbourhood
news drives an increase in readership (community newspapers have got this
right). “Relevance, relevance, relevance. One of the compliments which stood
out was that they are enjoying the community updates instead of the usual
national and international news, which is not as ‘close to home,” says Anina
Maree, director, African Response.
Likewise, newspapers have become more accessible through sales at taxi
ranks and stations. This convenience is also driving readership. “Marketers
need to focus on accessibility, relevance and variety. But keep in mind that
there is no one magic recipe that works for all South African readers, we real-
ly have such a diverse market. Marketers need to gain insight into the specif-
ic target audience of their newspaper and not just readers in general. This will
go hand in hand with their distribution strategy. Our younger upwardly
mobile markets move around and change address so home delivery may not
work as well for them as it would for the older and more settled reader for
example,” says Maree.
continued from page 1

should be: if you miss us, you miss see consolidations and closures as a
out,” says Haffajee. result. But publishers will also be
Newspapers serving the niche more cautious as far as their invest-
Gill Randall
markets (such as the gay market) are ments in new markets are concerned.
upping their game too. Gary de Klerk, Expect greater creativity in terms of
editor of The Pink Tongue, says the what’s on offer to readers and advertis-
economic downturn should be a time ers. “There will be pressure on news-
when advertisers rethink where and papers to sharpen up. So I don’t expect
how they spend their money. “Now is that it will be business as usual, but this
the time for the gay media to gets the creative juices flowing and
approach clients affected by the forces us to look for new opportuni- says that since newspapers remain the Emerging markets want newspapers
downturn, because although the gay ties. The biggest threat to newspapers primary window to the outside world
community also feels the economic now is complacency – we can’t afford for many South Africans, easily acces- Over the last few years, local townships and small towns have grown and
pinch, it is a community that subscribes it! Newspapers must see everything as sible, affordable and widely available evolved are viable markets for newspapers. The booming growth of shop-
to a more luxurious lifestyle because a threat. The good news for newspa- newspapers are very well positioned ping malls in the townships, for example, paved the way for free commu-
of the disposable income factor that pers is that readers are not reading to fulfil the need for information to nity newspapers in these regions. Meanwhile, the rising tabloids, such as
the Daily Sun, are creating new readerships where previously there may not
stems from not having kids. When newspapers differently, in the way that guide everyday decision-making.
have been any. The emerging market holds great potential. “Newspaper
there is a gay couple that pools its TV audiences are watching TV Abroad, newspapers are facing seri-
readership in the emerging market (LSM 4-7) has ballooned over the past
incomes, you’re looking at another differently. But newspapers need to get ous setbacks and losses. Locally, the six years. The tabloid press, led by the Daily Sun, is single-handedly
potential market. The gay media needs to the reader directly whether online newspaper category is still vibrant. “I responsible for bringing the masses into the newspaper readership fold. As
to find a way to communicate this to or via cellphones,” says Rheeder. don’t think newspapers are doomed. this market continues to grow and change, new gaps and submarkets will
advertisers effectively,” he says. Yet across the board, publishers are They need to change though, we all emerge over time,” says Fergus Sampson, CEO: Emerging Markets, Media24.
Black diamonds and unmarried adamant that they will not compro- know that. More analysis and less Consider, for example, that the Daily Sun’s readership used to be a town-
yuppies, for example, may also repre- mise their products. While they will news, I suppose,” says Peter Bruce, ship LSM market, but today, it captures upper LSM black readers. “The
sent viable niche markets. And, as du consider creative innovations to their editor, Business Day. middle class will grow and spread. There is the notion that the suburbs and
the informal settlements will dissipate. But I believe that we will see
Plessis points out, the simple act of print products and advertising solu- Experts believe that, until Internet
growth in the townships and the suburbs,” says Francois Groepe, CEO,
delivering to homes may be the key tions, they will only consider those penetration is significantly higher,
Media24.
for newspapers looking to reach that build their brands, rather than local newspapers are not threatened However, before this market can be served efficiently, says Chantel
these niches. The Daily Sun recently compromise the quality and integrity by the pull of free news online. As Erfort, editor, Cape Community Newspapers, media owners need to
took over the Sunday Sun, and du of their newspapers. Geoff Cohen, General Manager: realise that township and rural markets are not homogeneous and content
Plessis has high hopes for this paper “Newspapers need to deliver qual- News24, says, South Africa is an inter- should be diversified to tap into this.
because it is delivered to the homes of ity readers to advertisers,” says esting case. “I think that the South “Developing areas – and the developing world – are all experiencing an
readers. “Home delivery is still a rev- Groepe. The emphasis is firmly on African market has been insulated upswing in newspaper consumption, and there is potential for this to
olution in the townships. This means creating a future for newspapers that from a digital perspective. Local pub- continue in township areas, but only if we discard our common perceptions
of what ‘typical township’ readers want. There is no typical,” says Erfort.
there are huge opportunities for are measurable. “There are many lishers haven’t felt the full effect of
Ferial Haffajee, editor, Mail & Guardian, also believes that segmentation
brands to do sampling campaigns via other value-added ideas that will market dilution that stems from
of these markets is better done along LSM lines, categorising them into
the Sunday papers.” work for newspapers,” says Sampson. increased digital activity.” Instead, the quality/tabloid or niche/mass newspapering. “I don’t buy into the township
Look out for clever distribution “It is my view the purpose of value- circulation fluctuations are attributa- versus town/black and white models of newspapering because my
systems as newspapers seek out new added promotions is to encourage ble in large part to the economic con- experience on the Mail & Guardian has shown that there is more that unites
ways to become more easily accessi- product sampling and ultimately ditions, though less so for emerging than divides,” she says.
ble to readers, especially in light of repeat consumption. The actual edi- market newspapers. When the Internet And while there is still a lot of growth in metropolitan areas, newspapers
subscription losses. “We might see torial product is the only and final does become a mass medium in SA, will grow in the developing markets in the coming months and create
subscriptions drop, but we expect measure of success or failure. No the pressure will be on newspapers to opportunities for previously untapped advertisers.
Lucille van Niekerk, independent media consultant, believes that some
street and agency sales to grow,” says amount of value-added promotions reach the top of the search engine
regions of the country want more technology (cellphone and mobile
Rheeder. Subscribers are a loyal mar- will ever replace the appeal of a rankings. And those newspapers that
advertising, websites, and so on) and newspapers are in the perfect position
ket but innovations are being evolved credible, relevant and well-targeted are not investing in development of to drive news consumption via new media and technology platforms.
in street sales to grow this sector. publication,” he says. What’s more, these digital platforms now, especially “Newspapers need to do better; they need to observe readership trends and
The plus side of the downturn is the these value-added- initiatives should to grow their understanding of how find areas that are under-marketed. The farmers on the platteland, for
fact that it will shake out the industry’s occur in concert with a focus on the users interact with online content, example, have been forgotten by the city media. There are opportunities
weaker players. Experts believe we will editorial product offering. Du Plessis may be left behind. here,” she says.

4 • NEWSPAPER 10 • JULY/AUGUST 2008 News
Distribution evolves
Creativity and flexibility in distribution gated or secure complexes; branded stands, to combat the threat of the Internet.
New publishing environments
remain a challenge for newspapers, espe- for example, would create opportunities for According to a report published (AFP, 1
cially in gated communities and secure advertisers while also allowing newspapers October 2008) the Yomiuri Shimbun, the IFRA (the global news publishing research and service organisa-
complexes. The community newspapers to have an established home. “Distribution Asahi Shimbun and the Nikkei business tion, with headquarters in Germany) published special report in
often make it into the zones and complex- must be critically evaluated,” says Groepe, daily have set up a new website with their June 2008 (Systems for a multi-channel publishing environment) to
es that are otherwise inaccessible to news- pointing to the security estates, which have articles posted beside one another. They address issues around key foundation technologies in the multi-
paper distributors. As Gill Randall, joint presented distributors with a challenge. He hope this will lure younger readers to their channel publishing realm, and to put digital channel production
MD, Newspaper Advertising Bureau adds that Media24 has not had much suc- print editions. This project also comes as a and traditional print-driven newspapers into a common context.
(NAB) says: people living in complexes cess in getting to these estates. solution to the difficulties the newspapers According to the report, ‘multi-channel publishing exploits
want to receive their community news- City Press editor, Mathatha Tsedu says face in maintaining the extensive home media complimentarity and has the scope to use all available
papers and they look for it. They put the newspaper was being distributed via delivery systems, especially in remote media channels, including but not limited to print, information
pressure on their body corporates to get the system carried by Rapport, but as City areas. Experts believe newspaper home websites and pages, blogs and forums, social networking sites,
the community newspapers. Press’s readership has evolved to attract delivery is one of the reasons Japan’s circu- electronic newspapers, on-demand printed newspapers, SMS
However, distribution footprints are readers who live in different areas (or in lations have not suffered to the extent that messaging, radio, television and any other channel used to
more focused, and as Fergus Sampson, gated complexes, for example), this distri- other newspapers globally have done. By communicate a message’.
CEO: Emerging Markets, Media24 says, bution system is no longer effective. He sharing printing factories and distribution The boundaries between traditional media production methods
more customer orientated and efficient than says it is pushing subscriptions among this networks these newspapers hope to make for print and other delivery formats (TV, video and audio) are
previously. Better segmentation of audi- market although (although staff mindsets this system more sustainable. blurring, and readers can now choose from a range of content
ences has helped, and Sampson believes the will need to change first to favour a Flexible subscriber packages are also channels in a mix that is rarely static. This issue is central to the
younger tabloids especially, have a clear subsciptions model). “Twenty years from in the pipeline. “Subscribers tend more dilemma facing media organisations. Newspapers must use tech-
understanding of who their target audience is. now, news consumption will be very and more to not want to be locked in. nology to attract and retain reliable communities of interest for
Willem Pretorius, editor, Sondag, finds that different. We may not be able to put Therefore the focus has shifted more to their advertisers, according to this report. ‘Mass market technolo-
more and more newspapers tend to focus posters up because of the environmental points of sale and being visible there. We gy is key to generating new revenue streams’. Sites like Facebook
on metropolitan areas and that distribution issues around this, so we must start think- have a few interesting venues opening and MySpace are fuelling new advertising markets, which means
footprints have evolved to reflect the move- ing ahead and about how we can drive news up that will increase revenues and sales,” that newspapers have to up their creativity and expertise if they
ments of readers. consumption,” he says. says Pretorius. Look out for more afford- hope to retain advertising share.
Distribution managers are looking at In Japan, newspapers are cooperating in able subscriber packages or added-value But it’s not only about incorporating technology; it’s about
creative ways to get their newspapers into their online productions and distribution deals in the next few months. choosing the right technology recipe (and this is as much a busi-
ness decision as it is a technological choice).
Newspapers are facing the challenge that arises because advertis-
ing management channels rarely function smoothly across media.
Innovation True multi-channel environments will create opportunities for
services development and may address this.
Newspapers must evolve to address the needs of both readers coming months. Layout options are being explored at the The report finds that all the newspapers that are successfully
and advertisers. “If newspapers don’t innovate they will die. moment. It is part of the modernising process that every prod- involved with multi-channel publishing have invested substantial-
They need to understand the value proposition for both uct has to look at,” says Willem Pretorius, editor, Sondag. ly in training journalists (in giving them greater awareness of non-
the advertiser and the reader, and give them a product of As Fergus Sampson, CEO: Emerging Markets, Media24 print channels as well as audio and visual skills). But the report
unrivalled quality and at a price that works,” says Francois explains, content is king, and the layout, size and advertising are finds that the newspaper industry has not yet capitalised on the
Groepe, CEO, Media24. integral parts of the offering, which either enhance or detract huge volumes of Web traffic that some users are encountering.
In terms of innovation, Deon du Plessis, publisher, Daily Sun from the content. “Readers are the final arbiter of content. Their ‘The industry’s greatest asset is its ability to gather, shape and
points to Brazilian newspapers, such as the Folha de Sao Paolo expressed preferences ultimately guide the type and extent of deliver top quality, relevant and trustworthy content. Multi-chan-
(which offers its advertisers the ‘Folha Origami’ formats which changes, and innovation throughout the newspaper,” he says. nel publishing systems allow newspapers to give content produc-
allow their ads to pop up), and ad formats to create a more com- For some newspapers abroad, glossy magazines are providing ers free rein for content development, so newspapers can sell
pelling read; scratch and sniff ads, for example, are increasingly new hope. The USA Today earlier this year launched a glossy high-quality content elsewhere on the Web to companies who
being used. “The range of things that can be done to innovate magazine to be distributed within their traditional papers. need content to draw visitors.’
is wide,” he says. He also admits that local newspapers need to These magazines will lure advertisers who are happier to spend Brand positioning and development across multi-channels is
be more innovative and creative. money if their ads appear on the glossy pages of mags that also key. Newspapers must actively exploit their brands across
Innovations in advertising format, coupled with advances in deliver quality fashion and lifestyle reporting, and extend the these systems.
paper technology, are allowing newspapers to offer advertisers newspaper brand further (reports Advertising Age, 18 June 2007). The greatest risk to newspapers now, according to the report, is
even greater impact. Generally speaking, these technologies are What’s more, quality paper and glossy presentation speak to a to do nothing. ‘Although there are many years of life left in the
not produced locally, so the cost of obtaining metallic inks or high-end market, so the newspapers will be able to attract print-centric model, its age is over… Newspaper publishers
transparent papers is a barrier to adoption. But abroad, advertisers that would not normally advertise in a newspaper. continue to plan their future based on a print-centric view but
newspapers are reinventing themselves with transparent paper, Seeing that distribution is not impacted by the addition of these advances in computing, interface design, network technologies
fluorescent inks and metallic effects, even scents and new magazines it makes sense for these newspapers. and commerce often get overlooked.’
shapes (Media & Marketing magazine, 12 May 2008); view Retail sales of newspapers are also evolving. Pretorius says For more information, visit the IFRA website
the adverlab blog (http://adverlab.blogspot.com/2006/03 retailers are increasingly looking to inserts to drive their prod- (www.ifra.com).
rethinking-print-advertising.html) to see some creative print uct sales, having recognised that newspapers attract readers who
adverts. These are all simple ideas, and even though some of will also buy bread or milk. These have been used more
the examples featured on this blog are taken from magazines, extensively in the community papers until now. Sampling and
Hyperlocal News
newspapers could easily adopt the ideas. The Wonderbra promotions may offer newspapers a viable means to deliver
toggles, for example, turn a two-dimensional page into an advertising in a unique way. However, maintaining high
engaging 3D ad, by allowing the reader to tighten the toggles, standards of journalism remains a priority.
and enlarge the cleavage in the ad. Guinness made the “I think that rather than gimmicks, we should invest in In Europe and the US, newspapers are implementing hyperlocal
newspaper in which it advertises so much more than a static excellent journalism, break stories and protect circulation and strategies. The World Editors Forum Weblog (www.editorswe-
medium – the clever cut-out made the advertisement more readership in this way. It’s a better return to advertisers in the blog.org) found that this means these newspapers focus on local
impactful. Also visit designer Frederick Samuel’s blog long run than quick spike measures like cover mounts,” says news and issues that are close to readers’ hearts. With this strategy,
(http://www.frederiksamuel.com/blog) for more fabulous Ferial Haffajee, editor, Mail & Guardian. She goes on to say that these newspapers aim to build communities and create real
examples of clever print ads. while gifts and cover mounts do push sales, newspapers must encounters between the newspaper and the reader.
Newspapers are investing in these innovations and clever be careful – readers complain about advertorial – and as Locally, Volksblad has developed Kontrei, a product focusing on
ideas to attract new sources of revenue and change the belief Haffajee says, the front page is a newspaper’s biggest currency. hyper-local media coverage. Pieter Delport, assistant editor, Kontrei,
that newspapers are an expensive, inflexible and outdated “Over 80 per cent of sales are still based on retail sales,” she says. says that the publication was launched in the beginning of 2004 as
advertising tool (while also creating buzz around the newspa- Local newspapers have not used cover mounts as it is widely a supplement to Volksblad’s Free State circulation. “Due to the
per as a brand) as well as offering brands an opportunity to cre- understood that these have little impact beyond the sales spike popularity of the publication we have recently started to cover
ate ads that engage the reader. However, these newspapers are and are not sustainable. However, sampling has been carried Northern Cape news and to insert in Volksblad’s Northern Cape
careful not to disturb readers or to compromise the integrity of out by some newspapers (the Sunday Times, for example has circulation,” he says. The original target market was Afrikaans
their product, so the masthead is kept clean. And while the distributed product samples with its street sales). speaking people in all the rural areas of the Free State. However,
front page of the newspaper used to be off limits to advertisers, Volksblad editor, Jonathan Crowther, says that these measures research illustrated that Kontrei is just as popular in the cities with-
papers like The New York Times have started selling advertising don’t sell newspapers. “We don’t think it is a good way of in Volksblad’s distribution area, like Bloemfontein, Welkom and
on their covers. building circulation and it can be a logistical nightmare,” he says. Kimberley, mainly because of the links most people in the city have
Locally, some of these innovations may not feature in Mathatha Tsedu, editor, City Press, says that the newspaper is with the rural areas. “Kontrei mainly carries human interest stories
newspapers yet, though editors and publishers say they are actively pursuing subscriptions sales, and while this would about people and happenings in the rural areas of the Free State and
investigating simple solutions that will result in more inventive create an opportunity for the newspaper to offer sampling, he Northern Cape. But we have found that our target market also
layout and design. They will also assess their existing distribution says that it is not viable yet. The cost of distribution would be appreciates snippets about important happenings in the cities,
models and explore new models to drive circulation and read- impacted; plus, street vendors and delivery staff would need to because they have to travel there on a regular basis to do shopping
ership. “There are exciting new ideas that will be tested in the be trained to manage the sample distribution. or to take their children to school,” says Delport.

Enticing the female of the species Newspapers still viable advertising tools
Take a look at the challenges that brands are important as they are that 42 per cent of respondents in the
Newspaper readerships have, over the years, predominantly been male. The
newspapers are facing abroad and it credible, and in uncertain times peo- study purchased at least one product
World Editors Forum blog (www.editorsweblog.org) reports that 41 per cent
becomes clear that the traditional ple flock to products and brands they that they had seen in a newspaper.
of women read a daily UK newspaper. It is understood that females are newspaper is a species under threat can trust,” says Willem Pretorius, Plus, seeing products and services
responsible for the majority of household purchasing decisions, which means (at least in mature markets). Some editor, Sondag. advertised in multiple channels
that advertisers want to speak to them in a more meaningful manner; this, in believe that in future, printed prod- Deon du Plessis, publisher, Daily increased consumer trust and likeli-
turn, means that newspapers need to offer advertisers a platform that has a ucts will fall away and be replaced by Sun, points to the browsability of the hood to buy. So the outlook for
greater impact in this market. electronic and digital tools, and that newspaper and the fact that none of newspapers is positive.
According to blog reports on the World Editors Forum, the UK’s Daily Mirror newspapers will be the first to go. the other traditional media still carry Fergus Sampson, CEO: Emerging
has changed its focus to appeal to women who buy popular weekly gossip mag- Adam Penenberg (the famed all the details of price, product, the Markets, Media24, is clear that news-
American investigative journalist merchant’s telephone number, and so papers remain a critical component of
azines. By conflating female interest and shorter news story formats with
who uncovered the journalistic fraud on. For this reason, retail advertising any brand’s advertising campaign.
celebrity stories, the paper has grown
“
of journalist Stephen Glass in 1998) cannot walk away from newspapers, “They offer a measure of credibility
We need to be far more its female readership from 49 per cent wrote in an October 2007 article, he says, especially now that times are and reference value second to none.
pointed in our offering, in 1995 to 52 per cent in 2007. Print is doomed (www.pehenberg.com), tougher and readers want to be able to People trust newspapers. Almost half
In May this year, the Wall Street that the declining circulations of tear out the promotions and retail of the adult population in South
in the content, its presentation Journal launched a glossy magazine, newspapers, coupled with their specials that are relevant to them. Africa are regular daily and weekly
“
and also the selection of content; which offers professional women and
by whom the content is presented businesswomen the appropriate mix
of fashion and beauty advice with
shrinking size and pagination as
proof that users (especially those
with broadband Internet) are opting
“Brand knowledge is high and
consumers are prepared to buy
products and brands. They need to
newspaper readers.”
Gavin Rheeder, marketing manager,
Beeld believes the newspaper reader
is also important. intelligent news insight.
to read their news online where they have more detailed info about brands is still economically active and there-
can click on headlines that catch their and products, and the perfect place for fore remains a viable target market
Until recently, only a handful of
interest, often for free. He argues this is in print,” says Gill Randall, for advertisers. “When budgets are
local newspapers had a female readership that matched (or exceeded) its male that newspaper production is costly joint MD, Newspaper Advertising being cut, companies want to adver-
readership. Lucille van Niekerk, independent media consultant says that, and in an age when media need to Bureau (NAB). She goes on to say tise in the market where they get
compared with the efforts newspapers abroad are making to capture female become more eco-friendly, paper that print works especially well for returns. We have this to fall back on,”
interest, local newspapers have not explored this. “I think newspapers would wastage is risky. He argues that time-sensitive information. But the he says. However, there is a call for
do well to include more lifestyle articles aimed at females,” she says. But today’s modern individual picks up advertising in a newspaper, and greater creativity and innovation,
addressing female readers goes beyond simply including a few female-target- the news via their cellphone, the more specifically in a community both in terms of advertising in news-
ed stories. Van Niekerk, believes that newspapers are doing little to keep radio, TV and the Internet before newspaper, must have a strong call to papers, and in terms of how news
they get a copy of the daily newspa- action so that it is thought of in a reaches the consumer.
female journalists on their staff or to address the fact that the news reporting
per (which, by the time they read it buying situation. Chantel Erfort, editor of the
environment is not women-friendly.
contains old news). A study published on Marketing Independent Group’s Cape Com-
Women make up just less than half of newspaper readership and Francios This raises a lot of questions charts.com (13 June 2008) finds that munity Newspapers, says: “It may
Groepe, CEO Media 24, stresses that newspapers need to gain a greater grasp around the viability of the newspaper 44 per cent of people who saw a sound like a romantic notion but
of socio-economic nuances in these smaller markets, and must address these as an advertising vehicle. “It is product or service advertised in a newspapers, and even more so,
via their editorial policy. “We should learn this from the magazines,” says still seen as a trustworthy way to newspaper in the past month community newspapers, remain one
Groepe. “We need to be far more pointed in our offering, in the content, its spread your message. Concerns are researched it. And two-thirds of that of the few media that allow intimate,
presentation and also the selection of content; by whom the content is presented around the plethora of new media, group went online to find more directed interaction.” And this is good
is also important. The content has to have relevance and style.” but their costs are high. Newspaper information. The research also finds news for our newspaper industry.
Newspaper launches slow

Newspaper launches are seeing a viable and approach them carefully. unexplored such as women and
Niche markets for future growth
Newspaper readerships have, over the years, predominantly been male.
The World Editors Forum blog (www.editorsweblog.org) reports that 41
slowdown, perhaps this is because “When you find a gap or niche, you upper LSM black readers. “The great per cent of women read a daily UK newspaper. It is understood that
newspaper groups are choosing to have to be sure to do it better and benefit of a stratified, fast-evolving females are responsible for the majority of household purchasing
consolidate their existing offerings quicker than anyone else. And it’s society is that newspaper companies decisions, which means that advertisers want to speak to them in a more
and invest in improving their prod- possess the skills and infrastructure meaningful manner; this, in turn, means that newspapers need to offer
ucts rather than extending their necessary to fill the new gaps that are advertisers a platform that has a greater impact in this market.
brands into new markets. “There are opening up in the market,” he says.
gaps, but the economy does not allow
for anyone to exploit them now,” says
Willem Pretorius, editor, Sondag.
Lucille van Niekerk, independent
media consultant, shares this senti-
“ When you find a gap
or niche, you have to be
sure to do it better and
However, any such movements will
be cautiously carried out. Francois
Groepe, CEO, Media24 wonders if
there is a market in this gap. “And are
the gaps big enough to be viable com-
ment. “First we need to let the cream mercial enterprises,” he says.
rise to the top, and we need to do a quicker than anyone else. It seems that while there may
market analysis and map the newspa- be potential new markets for
per brands to find the gaps.” She And it’s always the right newspapers, this may not be the best
stresses the need for investment in
research and development first and
foremost.
time to find new markets
“ time to target them. “The South
African newspaper market is still
growing,” says Gavin Rheeder, mar-
However, others believe that there and invest in them keting manager, Beeld. “This tells us
are indeed opportunities for new that there are opportunities in this
papers to launch. market. But whoever goes for it must
“Both The Times and the Weekender do their homework and must know
show there is still an ample market exactly what they’re doing, especially
for new newspapers in SA,” says in the emerging markets where most
Ferial Haffajee, editor, the Mail & always the right time to find new of the growth is taking place.”
Guardian. markets and invest in them,” he says. Rheeder believes new entrants into
Peter Bruce, editor, Business Day Fergus Sampson, CEO: Emerging the market will need to be patient and
believes that there are always new Markets, Media24, says that the have the right financial backing as it With target markets hyper-segmenting, newspapers are challenged to
markets, but the trick is to identify emerging market sector offers an may be some time before investments find niche markets and address their news needs more specifically. “Young
them properly to ensure they are array of sub-markets that are still are recouped. people. Black people. Women. These three groups are growing substantial-
ly as readership grows,” says Ferial Haffajee, editor, Mail & Guardian.
Looking ahead, we can expect newspapers to focus on evolving their
positioning and begin focusing on specific niches. “People will always want
A global struggle
to know that there is a publication that caters – and cares – for their specific
needs,” says Chantal Erfort, editor, Independent’s Cape Community
Newspapers “So, there is potential for new newspapers as long as they
serve niche markets, whether it is by geographical boundaries or along lines
Abroad, particularly in the US and Europe, newspapers are Newspapers are devoting less space to science, the arts, of interest. This will always hold value for advertisers who want a path
struggling to maintain circulations in the face of Internet features and specialised subjects. Business coverage is either straight to their market.”
migration. Some are responding with rigorous cost- packaged in an increasingly thin stand-alone section or Free community newspapers have achieved this successfully; it remains
cutting measures, which include job cuts or scaling down collapsed into another part of the newspaper. However, to be seen whether dailies and tabloids will apply this thinking to their
of the actual size of the newspaper. Reports indicate coverage of some local issues has strengthened and investiga- strategies. The new class stratification, says Mathatha Tsedu, editor,
that newspapers are getting lighter, and smaller as a tive reporting remains highly valued. The report also finds City Press, means that newspapers need to define their readers according to
result. A Pew Research Centre report (www.pewresearch. that newsroom staff are younger, more tech savvy, and ori- their interests and pitch specific (and very desirable) content at their class;
org) finds that there is less foreign and national news ented to serving the demands of both print and Web news. race is no longer a viable means of segmenting.
in newspapers. And editors feel that their products are improving.

Classifieds
Worldwide, the migration of classi- particular are the hardest hit sectors. cations (such as the AutoTrader) to list taking revenues away from newspa- advertising and editorial, so advertis-
fieds online hit newspapers hard ini- The decline of classifieds is some- their ads, newspapers were dealt a pers. “Classifieds online are comple- ers need to be sensitive to this.
tially, thanks to the move by a large thing that newspapers should have serious blow. “The AutoTrader does mentary to ads in newspapers. Users Nonetheless, local newspapers are
number of buyers to the online envi- not belong to any of the traditional still seem to prefer newspapers,” says launching their own classifieds
“
ronment, where such content is usu- newspaper groups, so not one Willem Pretorius, editor, Sondag. online to complement their print
ally available for free.
Locally, The Times newspaper is benefiting from it,” Indeed, for the Caxton group, the offerings. Schibsted newspaper, in
The State of the News Media 2008 says Cohen. migration of classified advertising to Norway, owns classifieds site
has made a success of a
report, compiled by the World The launch of recruitment web- the online space is not too great a finn.no, which has become a market
Association of Newspapers, has crossover model, which sites and online property advertising concern. “Our AutoDealer is getting a leader, according to the IFRA (a
found that the biggest blow to news- sites dealt newspapers a second blow very positive response,” says John global news publishing research
paper advertising has been the sees its print classifieds by reducing the value equation in Bowles, joint MD, NAB. group). “An asset that newspaper
decline in classifieds revenue which, buying a newspaper. Newspapers Among the lower LSM markets in publishers have is the combination
according to the report, once driving job seekers to its have been left with thin classified particular, online classifieds are not of print and online, which is some-
accounted for 40 per cent of advertis- sections as a result. “They were, in yet a reality. These readers generally thing that standalone online classi-
ing revenue. The report also found online platform for more my opinion, remiss in not seeing this do not have the kind of Internet fieds cannot offer. We also see that
that: ‘Newspapers have lost market
share to electronic classified rivals
that exist in every major category.
“
information about individual
coming,” says Cohen.
Perhaps the local situation is far
less dire than it is abroad.
access that might make online classi-
fieds more of a threat to newspapers.
In fact, according to Deon du Plessis,
some newspaper publishers have
been creating web to print products,”
says Manfred Werfel, research direc-
jobs.
These online competitors, often by Newspapers do not seem to be fret- publisher, Daily Sun, classifieds are tor and deputy CEO, IFRA.
definition, are made to be searched ting over this migration. Gill growing in the newspaper, thanks to Locally, The Times has made a suc-
and thus are a perfect match to Web- Randall, joint MD, Newspaper the increasing consciousness of them. cess of a crossover model, which sees
based commerce.’ spotted, argues Geoff Cohen, general Advertising Bureau (NAB) believes However, he stresses that its research its print classifieds driving job seek-
Automotive, employment/recruit- manager: News24. When the motor- this is because it is difficult to meas- has shown that Daily Sun readers ers to its online platform for more
ment and real estate classifieds in ing industry turned to weekly publi- ure whether online classifieds are make little distinction between information about individual jobs.
Future trends Measuring newspapers

Marketers and media agencies are under greater pressure than ever to deliver
Management of how people get their news content accountability. Campaigns need to deliver measurable results. Lucille van
(both in print and online) will come into the spotlight Niekerk, independent media consultant, says that she is seeing more sales-
together with the relevance and exclusivity of content.
Community papers may be safe for a while, since they
provide specific community news that is not available
elsewhere. “And these newspapers remain relevant
“ “I think we should have about 10
good years left in which newspapers can
continue to grow. Over the next seven
driven ads in newspapers.
The circulation measurements have come under fire, and some argue that the
reporting of PMIEs (Print Media in Education, which includes copies sent to
schools), and third party bulk figures needs to be addressed. “The biggest mistake
without growing a massive audience because they have
are the right audiences. Plus, they remain the reference
point for shopping,” says Gill Randall, joint MD,
“
years, the interest in politics will enhance
will be to delay confronting the reality of declining circulations,” he says. “The
advertising fraternity must stand up and confront the newspapers. They have
vested interests, so they must deal with it,” says Francois Groepe, CEO, Media24.
Newspaper Advertising Bureau (NAB). growth of newspapers. Charles Beiles, GM of the Audit Bureau of Circulations (ABC) says that the
But the national and regional dailies, weeklies and PMIEs will not be capped; while there has been a tightening of the rules that
weekend titles may be looking ahead to tough times, govern PMIE distribution, the board has decided not to cap the number of
especially if broadband Internet finds a mass market PMIEs a newspaper may declare because there is a need for newspapers in the
locally. They will need to examine whether the content accessible and affordable a large proportion of the mid- education space.
they deliver, and the format in which is it delivered, is dle class will suddenly have access to news online and But the way that newspapers sell advertising space is also under the spotlight,
relevant to the target market. may well leave traditional newspapers behind. So it is especially since they are increasingly venturing online. Abroad, newspapers no
So, what can we expect? Look out for changes in for- essential for newspapers to start investing in young longer sell their print and online offerings separately, choosing instead to meas-
mat and style, particularly as newspapers move away talent, and in the strategies and thinking that will ure a blend of both or opting to measure engagement and reach in conjunction
from traditional formats to more modern formats that enable them to develop successful online platforms. with sales. Locally, the ABC does measure digital editions, but Beiles says that
have shown positive results in developed markets. Says Mathatha Tsedu, editor, City Press, the future of few newspapers report digital editions. “We have one major rule in place, and
Willem Pretorius, editor, Sondag, believes that there newspapers is not necessarily in print alone; there is that is that the digital edition must be the same as the print edition. So the PDF
will be a movement away from broadsheets towards migration online and newspapers must internalise files of the print edition constitute the digital edition,” he says.
tabloids as the stigma around tabloids will disappear. the lifestyle changes of readers if they hope to Locally, newspapers have not started measuring their online activity in the
capture them. same way that newspapers in the UK are doing (they are measuring engagement
“
The prevailing sentiment is that newspapers can no across print and website as a whole). The ABC says that at this stage, there is no
One thing’s for sure: newspapers in longer behave as if they are the monopoly medium. intention to measure website engagement for newspapers. Geoff Cohen, general
The expectation is that newspapers will focus on their manager: News24 says newspapers will be under pressure, given that there is a
South Africa have greater longevity than
“
their counterparts in more developed
relevance to their particular target markets, and as
Chantel Erfort, editor, Cape Community Newspapers
says, we can expect newspapers to evolve clear strategies
renewed focus on measurement and ROI. “Newspaper companies absolutely
should take the entire audience to the market. They need to stop looking at
newspapers as a medium and start looking at the media channels that happen to
states. to this end. be in print. A brand can exist anywhere today, not just on paper,” he says.
One thing’s for sure: newspapers in South Africa Looking ahead, we may see measurement shifting to reflect a more holistic
Look out too for newspapers that actively address the have greater longevity than their counterparts in more concept of readership. “It’s about total market aggregation – no matter the
needs of niche markets, including women, black read- developed countries. And it may be some time before medium, newspapers must have measurable figures,” says Van Niekerk.
ers and the youth. “Children, however, have no rela- our newspapers have to battle the same pressures that However, we may only see this once the multimedia approach, and greater
tionship with newspapers and this is a clear and present have forced UK and US newsgroups to scale down investment in online and digital strategies becomes economically viable.
danger,” says Deon du Plessis, publisher, Daily Sun. their operations to survive. “I think we should have
Newspapers that seek to grow their readership among about 10 good years left in which newspapers can con-
the younger markets will need to work on developing
social networks and online platforms that engage these
tinue to grow. Over the next seven years, the interest in
politics will enhance growth of newspapers. You saw The silver lining...
younger readers. this last year when intense pre-Polokwane interest saw Despite the doom and gloom, it seems that newspaper readership is doing bet-
Look out for greater adoption of new media, and newspaper sales grow. Democracy and the media ter than ever. Reports on MarketingCharts.com (24 July 2008) find that news-
Web 2.0 technologies in particular. Those newspapers go hand in hand, and as our country’s media develops, paper readership in the top 100 markets grew to 80.6 million in 2008. Plus, the
that are not (at the very least) investigating potential so will its newspapers,” says Ferial Haffajee, editor, median household income of these readers grew 4.9 per cent. Researchers cite
integration strategies for these media will be left Mail & Guardian. several factors which may explain this growth in readership in spite of circulation
behind. “I feel sorry for those media that didn’t invest As Erfort puts it: “Newspapers offer more than just declines: newspaper websites are showing consistent growth and are attracting
in technology,” says Lucille Van Niekerk, independent news, they offer a news service. There is a wealth of new readers; publishers are cutting marginal circulations but not core circula-
tions; secondary readership is up (readers are reading copies of newspapers they
media consultant. And while there are a handful of knowledge locked within communities which cannot
did not purchase themselves); and free dailies are appealing to new readers.
newspapermen and women who believe that the pen- be measured by the standards we’ve become A Mediamark Research and Intelligence Survey (reported on www.media-
etration of Internet locally is not sufficient for newspa- accustomed to, and within that knowledge lies a whole buyerplanner.com, 24 July 2008) mirrors these findings, stating that newspaper
pers to justify developing fully fledged online new avenue of wants untapped by traditional readership grew 2.5 per cent in the top 100 markets. This is because newspaper
platforms, the reality of the situation is that those readers industries.” As long as there are developing pockets of websites are showing consistent growth in unique visitors and may be drawing
who are online are the desirable top end of the market. readers, there will be gaps for newspapers that service in new or returning print readers. Secondary readership (people reading news-
What’s more, as soon as broadband becomes more these evolving readerships. papers they did not buy) is also up.

Praat die taal Going green

The Afrikaans newspapers are targeting niche language groups, such as the
coloured Afrikaans speakers, with more focused offerings. Beeld, for exam- Locally, the green revolution is not the cially if they believe that recycled Westminster council fell short of the
ple, is targeting the coloured Afrikaans market with its newspapers, but tidal wave that is being seen in Europe newsprint is second-rate newsprint. targets set; it was expected that the
notes that this market is tougher to target than white Afrikaans markets. “In or the US. But if we are to follow Editor of the Mail & Guardian, recycling bins would ensure the recy-
the Cape, the coloured market is Afrikaans, but up here it is English. It’s trends, our newspaper industry may Ferial Haffajee has declared this her cling of 400 tons of paper per annum,
not easy and our approach needs to be different,” says Gavin Rheeder, soon be dealing with some serious big mission for the next year and will but only 120 tons have been recycled
marketing manager, Beeld. Gradual changes in content mix, editorial and pressure to become more sustainable focus on how to develop a sustainable in the six months since the project
design have allowed newspapers to target specific markets or sectors more and eco-friendly. ‘Newspapers will be newspaper with a zero carbon foot- was started.
accurately. “It’s about attracting a different market and making it aware of impacted by the environmental trends print. She intends to research recy- As a result, experts speculate that
the changes you have made to attract them,” says Rheeder. and companies need to start measur- cling policies and internal practices, as legislation may be tightened to count-
Willem Pretorius, editor, Sondag, finds that under apartheid, coloured ing their carbon footprints,” says well as off-set policies, such as plant- er the growing problem discarded
newspaper readers moved away from Afrikaans, but now the trend is back Lucille van Niekerk, independant ing trees. “It’s going to be a hard slog newspapers pose.
towards it. “The trend is back to Afrikaans newspapers now that they have media consultant. but for the good of the earth, it’s But there are other projects and ini-
been liberated. It is the young market that needs to shift and see that Locally, printing companies have something we must do,” says tiatives on the go abroad, such as The
Afrikaans is cool,” says Pretorius. strong recycling policies in place, and Haffajee. Her comments highlight the Newspaper House (read more at
In general though, the trends seen across English speaking newspaper according to Francois Groepe, CEO, reality for newspapers: not only will http://newspaperhouse.blogspot.com).
readers are reflected across the Afrikaans community. “For example, there Media24, the company is looking at they have to become more green, but This project sees artist Sumer Erek
is a strong move to digital in the younger markets that needs addressing responsible ways to address environ- they will also have to report more building houses from disused newspa-
even in the short term,” says Jonathan Crowther, editor, Volksblad. mental issues, installing afterburners widely on green issues. pers. The Arts Council of England
and establishing further recycling
schemes. “Where it’s practical to do
so, we will invest money in responsible
The State of the News Media 2008 schemes,” he says. Mondi Recycling,
Consider the findings published by The State of the News Media 2008 report which supplies 380 000 tonnes of
(www.stateofthenewsmedia.org). An annual report on American recovered paper to board and paper
Journalism found that paid circulation is continuing to fall while readership mills per annum, has various Paper
remains higher. The report found that it is especially younger and more Pick-Up programmes in place, which
Web-savvy readers that read their news online. Most news consumers were include commercial, kerbside, schools,
found to use a combination of three or four media formats. Electronic
churches, community, townhouse
options are getting a bigger share of time and attention from their audiences
as multimedia and breaking news websites improve. Paid circulation complexes, offices, small business
losses come from people who used to subscribe seven days a week, but buy-back centres and an extensive net-
now read some days and skip others, especially when they can turn to work of agents and dealers. And the
online newspapers. Mondi Shanduka Newsprint has a Gavin Rheeder, marketing manager, supports this initiative, with installa-
Locally, editors are certain that newspapers are not doomed. Says sophisticated recycled fibre de-inking Beeld, believes that newspapers as a tions often receiving sponsorship from
Jonathan Crowther, editor, Volksblad: “Bill Gates announced the death of plant, which supplies recycled fibre group, must take responsibility for the cultural groups in the cities in which
newspapers about 10 years ago. Since then newspapers have proven the for newsprint production. Recycled green trend. “This is a valid concern, Erek constructs the installations.
opposite to be true, but with the proviso that they are able to adapt to the fibre plant processes approximately 90 especially among the youth, who are And then there is Project Freesheet
rapidly changing media environment.” The change from printed word to
000 tonnes of waste paper annually. very aware of this trend. It makes (www.projectfreesheet.org), a UK-
digital media (especially in mature markets) must secure readership and an
economic future for newspapers. However, plants do face the chal- sense to have a recycling policy in based voluntary online petition, which
lenges of sourcing sufficient recycled place and to communicate it.” hopes to rally the newspaper publish-
newspapers and magazines, so clearly, According to the Newspaper ers and the municipalities in the UK
there is the need for pick up schemes Advertising Bureau, (NAB), the to take action. “We will need to reflect
Poll results reveal reading habits in certain areas. Mondi reports that for
every ton of paper that is recycled, 3
Caxton group is looking at ways to go
green (look out for carbon footprint
the rise of the free newspaper model
within legislation. It is not enough to
Marketing Mix’s website poll has yielded some cubic metres of landfill space is saved. reporting and greater sensitivity expect municipal services to deal
interesting finds, revealing a little more about Plus, 40 per cent less energy is around paper). “The younger popula- with the huge increases in street litter
the newspaper habits and preferences of the required to manufacture paper from tion is very aware of it,” says John produced by the millions of free
visitors to our website. What is most interesting about these results is that recovered fibre as compared to paper Bowles, joint MD, NAB. newspapers being handed out every
the majority of respondents read their news online (though it is not manufactured from virgin fibre. While newspapers will need to be day,” explains founder, Justin Canning.
known if these respondents also read printed newspapers). Lee Singh, sales executive, Goss environmentally responsible, they will “Whilst our recycling services attempt
Results of the Marketing Mix newspaper readership poll: Web Offset Systems, says that large also need to be careful about the way to deal with the already enormous
23 per cent of respondents read a newspaper daily printing groups are choosing to pro- in which they express this and which amounts of litter being left on the
13 per cent of respondents read a newspaper several times a week duce newspapers by offset printing, market they express it to. As du streets, the free newspapers have
17 per cent of respondents read a newspaper several times a month which makes it easier to de-ink for Plessis, says you cannot tell an LSM 3 served as a tipping point by swamping
5 per cent never read a newspaper recycling. He also says that in the US reader, who has no electricity not to the streets and public transport net-
39 per cent read their news online. and across Europe, newspaper pub- cut down trees when this is the only works with unnecessary litter that is
lishers and printers are focusing on way he is able to heat his food. “The costing cleaning subcontractors mil-
reducing waste and maximising effi- green issue is critical, but not in this lions of pounds,” he says. Canning
Verve
ciency. They are looking at ways to market,” says Du Plessis. “Right now, believes that the publishers of free
reduce newsprint and ink waste dur- pressures are elsewhere: keeping up newspapers, as well as the advertising
ing production, and are improving with the Khumalos next door, adding companies that use them, should
The Independent Group recently press automation to achieve this. on to their house and so on.” take responsibility for clean up and
launched Verve magazine, a tabloid “Compact presses are considered to be Looking ahead, newspapers (espe- recycling. “Newspaper publishers are
supplement printed on high-quality the future of newspaper printing by a cially those at the top end of the externalising their costs by dumping
paper, for monthly distribution in The number of industry pundits and are market) will have to examine more millions of their product on the street
Star, Pretoria News, Cape Argus and arguably a growing trend among sustainable business models and get without any real attempt to help clean
Daily News. According to editor, newspaper printer/publishers looking involved in recycling initiatives. them up,” he says. But the newspaper
Zenaide Jones, the magazine is in to achieve a more favourable carbon Newspaper groups will, like any other reader also has a role to play, and
response to advertiser demand for bet- footprint,” says Singh. company, find themselves under should be taking responsibility for
ter quality paper and a national foot- But taking it further, and using eco- pressure to disclose their carbon foot- recycling their newspapers.
print. Verve reaches a combined friendly papers or inks, for example, prints, for example, or to develop part- Increasingly, print shops are upping
national readership of 1 854 million, would be too costly. “It is a luxury that nerships with ‘green’ organisations. their green credentials and awards
according to Jones. “Verve is already in developed countries can afford. All In the UK, newspaper groups are such as those held by Heidelberg
The Star and the Pretoria News, so we local newspapers are recycling and teaming up with local municipalities Printers locally (the Eco Printers
are extending it to the rest of the after- most have green pages [sections or to put recycling bins in the under- Awards), recognise print companies
noon papers in our group. Their readership tallies more with Verve target articles covering green issues and ground and on the streets to combat that are sustainable or very future
readers than the morning papers, which tend be more business orientated,” advice for readers]. It is costly, but the growing problem of newspaper solutions focused. (visit Heidelberg.com
says Jones. Target readers are educated women, aged 25-35. Jones says that everyone is moving towards a greener waste; although some of these have for more information). Responsible
while it is difficult to measure advertiser response after only one issue, staff newspaper,” says Willem Pretorius, not been very successful, as a report on Forest Management certificates allow
at the Independent Group are reporting positive responses. “We’ve had editor, Sondag. However, as Deon du the Guardian website (www.guardian. companies to demonstrate their
positive feedback from readers, but the debut issue was very fashiony and Plessis, publisher, Daily Sun, points co.uk) indicated on 21 July 2008. The commitment to sustainable, well-
visual to showcase the paper. Future issues will have meatier content, such out, recycled newsprint has a grey-ish report found that in Westminster, managed forests. Looking ahead, we
as Verve readers in Gauteng are accustomed to,” says Jones. There are plans appearance, and some markets do not recycling schemes set by the London can expect to see greater involvement
to make the Verve mag available online too. respond well to this newsprint, espe- Lite and the London Paper and in such initiatives.

Best selling covers of the year NEWSPAPER 10 • JULY/AUGUST 2008 • 11
GOT IT COVERED 2007/2008

12 • NEWSPAPER 10 • JULY/AUGUST 2008 Community News
Community newspapers Community papers explore creative marketing solutions

In an age that is seeing traditional advertising losing shopping trip means they have a chance to test the
out to new media, peer referrals and mobile vouchers, product, and then go into the store prepared,” she says.
Community newspapers are the dar- into the community newspaper
newspapers are increasingly challenged to evolve At this stage, the sampling campaigns are in the
lings of the newspaper world, having space (FMCG brands and DIY
more flexible offerings. early stages of testing. But as John Bowles, joint MD,
proven themselves viable media retailers).
For now, however, advertising and marketing innova- NAB explains, the major perk for advertisers is that
investments. And if global trends are Says Gill Randall, joint MD, NAB:
tion is at a grass roots level. The Caxton community they can pick specific markets that they want to
anything to go by, major newspapers “The battleground now is the com-
newspapers, for example, are looking at sampling. “Since sample to, according to such factors as market share
should increasingly be localising munity paper. Dailies used to be
our papers are a reference point for planning shopping, or the particular catchment area of stores.
their content to become more rele- cheaper, but now community papers
it makes sense,” says Gill Randall, joint MD, Newspaper “Community papers serve very specific markets, so
vant to significant niches of readers. are being kept even when advertising
Advertising Bureau (NAB). “Sampling in-store might they provide the avenues for advertisers to reach
“Worldwide media owners are recog- is being cut.” And the good news for
not work because the shopper has already decided these markets – whether they are segmented along
nising the value of community and community publishers is that this
which brands and products they will buy. But to get a geographic or demographic lines”, says Chantel Erfort,
regional newspapers, and this high- seems to be holding true for paid-for
sample to the shopper when they are planning their editor, Cape Community Newspapers.
lights, I believe, the future of the titles as well as free knock-‘n-drops.
newspaper. There is still a market for “Half of our papers are sold commu-
the paper that reports on issues closer nity papers, and we are finding
to home,” says Chantal Erfort, editor, that readership and sales have not
Cape Community Newspapers. been impacted at all, and that they Is there growth for the community newspapers in new areas?
Up until the end of 2007, the mirror the readership of the free As markets in South Africa evolve, munities that they enter. “The first catchment areas they serve, there is
community newspapers in South community papers,” says Randall. new nodes develop and the community papers in will usually build relation- an opportunity for the area to be
Africa were seeing great growth, with This may be because the news con- papers move in to offer residents local ships with readers and advertisers,” sub-divided and served by new
new titles launching across the coun- tent in a community paper is not news and retail advertising. “New says John Bowles, joint MD, NAB. papers. “Evaluating community
try (particularly into rural and town- available in national or regional communities are growing as shopping Rural and township areas are newspapers by their size may not be
ship areas as well as growing cities), newspapers and readers are happy to centres sprout up everywhere; and expected to see new launches in the the best way to look at it, since the
and circulations looking healthy. pay for the information. that’s where we launch new papers,” coming months, especially as the num- smaller ‘mom ‘n pop’ stores cannot
“Community newspapers are very The NAB team is clear that adver- says Gill Randall, joint MD, ber of commuters grows or as these afford the higher rates that are
competitive and seem to be holding tisers are increasingly recognising the Newspaper Advertising Bureau regions become hubs for trade and charged and therefore for them this
their own against the paid for papers. fact that during tough times it is (NAB). In emerging markets, the business (such as Polokwane, Nelspruit measure is irrelevant,” says Bowles.
Although there is no visible impact important to advertise and create greatest challenge for new papers is and Rustenburg). “Community news- As soon as the community newspa-
yet, I am sure that the reach and awareness. However, they also say that there are appropriate retailers in papers depend on circulation with a pers close in on the 60 000 mark,
affordability advantages will benefit that they expect to see branding cam- the region, in order that there is suffi- geographic identity,” says Randall. publishers will note that local play-
community newspapers under tighter paigns suffer, as advertisers will shift to cient, relevant advertising support for Furthermore, according to NAB, ers can no longer afford to advertise
economic conditions,” says Fergus campaigns that deliver results and the newspapers. It is also essential for in areas where the existing commu- in these papers and a new paper
Sampson, CEO: Emerging Markets, outcomes-based measures. these papers to build trust in the com- nity newspapers get too large for the might be a more effective strategy.
Media24.
John Bowles, joint MD, Newspaper
Advertising Bureau (NAB), says that
there has been a slight slowdown in
ad revenues since the beginning of
the year, but thanks to certain market
trends, the community titles are
seeing growth in some sectors in spite
of losses in others.
The losses in ad revenues are being
seen across those sectors (such as the
smaller independent retailers, auto-
motive advertisers, etc) that have
taken a hit due to rising inflation and
tough economic conditions.
Meanwhile, the sectors that are
seeing growth are those that are ben-
efiting from the market trends that
are the result of the tougher economic
conditions. Bulk and wholesale
retailers, for example, are seeing an
increase in the number of shoppers in
their stores; they are also quick to
advertise in community newspapers.
Plus, new advertisers are stepping
Community newspapers online Geo-demographic segmentation and

the community newspaper
As national and mainstream news- She says that none of the Cape
papers in developed markets start titles are online as yet, but before The Newspaper Advertising Bureau (NAB), finds that the traditional
looking at ways to engage more
readers more regularly, so communi-
ty papers too are exploring the
potential of online platforms as
complementary media tools.
“ While initially there
was a lot of interest, social
networking sites like Facebook
any newspaper can achieve success
online it needs to answer the ques-
tion: ‘what exactly do you hope to
achieve by going online? “Until a
newspaper can answer that ques-
method of segmenting markets by demographics and psychographics is no
longer totally relevant. In fact, according to Gill Randall, joint MD, NAB,
the modern consumer is a promiscuous shopper and instead of being 100
per cent loyal to one brand (or one store), they are partially loyal to a range
of stores and brands. The decision about which brand to buy or where to
In the UK, some of the larger are not the best route because tion it’s pointless simply dumping buy it is influenced by the shopper’s mood, needs, expectations, and so on.
community papers have launched
social networks through their web-
sites to allow their readers to
to access the group one needs
“ copy from the printed newspaper
onto a web page,” says Erfort.
She goes on to say that they have
NAB found that shopper profiles differ from one region to the next,
which means that the shoppers in Rivonia will have a particular profile,
comparable with the shopper profile of Brakpan. This means that the
engage with one another and share
to have a Facebook account. started a Facebook group for one of shopper profile for the Pick n Pay in Rivonia will differ from that of the
their experiences as members of a the titles in their stable, to engage Brakpan Pick n Pay. Therefore, says Randall, geo-demographic segmentation
particular community. the youth and encourage their is a more effective tool in deciding which products and brands to sell, and
Locally, few community papers interaction. “While initially there how to reach these shoppers via media channels.
have ventured beyond the basic the number of Internet users is was a lot of interest, social network- The community newspaper is in the perfect position to make the most of
website, although many have steadily increasing, the cost of ing sites like Facebook are not the this trend. The community newspaper, after all, is directed at a particular area
expressed an interest in developing connectivity makes home Internet best routebecause to access the profile, and carries advertising that is locally relevant. “The whole communi-
richer online experiences for their access out of the reach of many group one needs to have a ty newspaper environment is conducive to geo-demographic segmentation,”
readers. “With community papers in South African citizens – and yes, Facebook account,” says Erfort. She says Randall. “After all, the community newspaper is where people go for
particular, there are various issues many readers of our community believes that in spite of this, social community news, and shopping planning”. National and regional newspapers
one has to take into account; one newspapers,” says Chantel Erfort, networks are an avenue that can be have tried to create local editions but have never managed to offer the local
of them is Internet access. While editor, Cape Community Newspapers. more adequately explored. total market coverage of each area, required by retail advertising.

Community News NEWSPAPER 10 • JULY/AUGUST 2008 • 13
No free sheets or commuter papers for SA

Locally, there are no freesheets afternoon commuters are predomi- International, might view South look into a taxi in the morning to see 6, and therefore it is not viable for
beyond the free community newspa- nantly employed and are an econom- Africa as a market with opportunity, that,” says Ferial Haffajee, editor, Mail advertisers to reach this market through
pers. The Caxton Group launched ically active audience. any group that looks to publish & Guardian. a free newspaper. “The formula just
the CitizenMetro paper in 2006, a free Jacques du Preez, MD, Provantage freesheets in the country will need a Du Plessis says that the Daily Sun is isn’t right. There is also the issue of
daily paper which was distributed on Media believes that the CitizenMetro local partner. “And all incumbent ubiquitous in taxi ranks and along where and how to distribute these
Metro buses. Yet this newspaper was failed because the content was not suit- groups fear cannibalisation,” he says. commuter routes simply because its newspapers,” adds Bowles.
not very successful and was forced to able for the market at which it was “The logistics of the market here are distribution infrastructures have taken Lucille van Niekerk, independent
close in 2007. According to Greg aimed. “It has to be relevant to the mar- very different to those of Europe. And these details into account. “I wouldn’t media consultant, says that perhaps,
Stewart, publisher of The Citizen, the ket. A freesheet with low interest will this is the biggest challenge to a free like to take us on. Even with a free distribution strategies need to evolve,
newspaper was launched to provide a not succeed. What kills it is the cost of newspaper model locally,” says newspaper model, you would still need to see taxi drivers getting commission
platform to expand the paper’s exist- print and distribution. The model Francois Groepe, CEO, Media 24. He, very deep pockets,” says Du Plessis. for sales of commuter newspaper
ing brands and products. A separate does not work from a viability point of like other experts, believes that the Groepe has doubts about the value titles. She stresses that any newspaper
editorial team was appointed to give view. The content did not rival other commuter experience on taxis, trains of the commuter market, given the entering this sector will need to
content a unique slant, and to pro- papers targeting the same commuter and buses is not at all conducive to spending power of this market. He develop a relationship with its reader
duce more entertainment and sport market such as the Daily Sun. Any reading a newspaper, given that these questions whether advertisers would base and build reader loyalty.
(and less hard news). “Research freesheet has to have a reason for being are cramped, rushed and often danger- support an ad-funded model aimed at Chantel Erfort, editor, Cape
showed that commuters loved our in that environment,” he says. ous environments for commuters. this sort of consumer. “It would be Community Newspapers, believes that
content,” says Stewart. However, a He goes on to say that, currently, he “Assuming that the Gautrain will difficult to convince the advertiser of the model for successful commuter
lack of advertising support for the believes the Caxton community be less crowded – with organised and the value proposition in this model. papers (smaller physical size and shape,
paper led to its demise. Stewart newspaper model works best in terms assigned seating arrangements – the In our situation, it won’t translate into format and length of reports, etc)
believes that this launch was ahead of of its focus on community news, prospect of European-type newspa- value,” he says. And while he isn’t opens possibilities for mainstream or
its time, given we may only become coverage of those issues that are per distribution will become very ruling it out, he argues that there are community newspapers to use com-
more of a commuter society once the closest to the heart of each community, attractive,” says Deon du Plessis, pub- no viable business propositions for muter papers as a tool to draw readers
impact of 2010 public transport sys- school activities, and so on. “The fact lisher, Daily Sun. However, according this model. “Launching a free news- to their main publications.
tem upgrades coupled with rising fuel that these newspapers carry retail to Bombella Concessions, there are paper is a challenging and expensive Haffajee believes that the newspa-
prices take effect. “We are predomi- information is an added bonus and no plans in place (presently, or in the venture,’ he says. per revolution in South Africa will be
nantly not a commuting community not the reason for their existence,” he near future) to produce a commuter John Bowles, joint MD, NAB, quite disparate to that seen abroad.
(outside of mini bus taxis and Metro points out. newspaper of any sort. echoes these sentiments. “The com- “From what I’ve read, we do not face
Rail that tend to attract a less Dr Piet Bakker (a freesheets expert Some papers seem to have a higher muter market overseas is economically a free revolution as you have seen in
economically viable audience) and and professor of Cross Media profile among commuters in South active, so it is possible for publishers to Europe and the US. Instead, we are
this makes for very little grasp of the Content at the School of Journalism Africa. “We may not call them that, create good quality, free newspapers for living in a tabloid revolution where
concept within the marketplace,” he and Communication at the Hogeschool but the Sowetan and the Daily Sun these markets,” says Bowles. In a mar- papers such as the Daily Sun and the
says. However, he points to research Utrecht in Holland) says that while a were commuter newspapers before ket such as ours, he argues, the com- Voice have redefined the world of
that shows that early morning/late major publisher, such as Metro SA the term was coined. You only have to muter market is generally below LSM newspapers in South Africa,” she says.
Freesheets appeal The global picture for freesheets

Across Europe freesheets are seeing dozens of launches and revenue declines were reported for Spain and the
One cannot ignore the fact that the Plus, many of these titles are each month, and millions of newspapers are being dis- US, followed by Denmark and Portugal (which had
free newspapers are doing what the launching online profiles to take tributed daily. Yet the Metro Group SA International. both been marked as strong markets in 2007).
traditional newspaper cannot – reach advantage of digital platforms; some (the largest publisher of freesheets globally) is feeling the The pinch is being attributed to increasing competi-
young urbanites that the traditional are seeing very positive results from pinch in several territories. Dr Piet Bakker professor of tion (newspapers are competing for limited advertising
dailies are finding increasingly diffi- the increased reader interaction that Cross Media Content at the School of Journalism and and are cannibalising one another) as well as the decline
cult to engage. “They attract younger these sites promote. The UK Metro Communication at the Hogeschool Utrecht in Holland, of ad revenues across the newspaper industry in general.
readers because of distribution website (www.metro.co.uk) features says this is the result of heavy competition (discounts on Newspaperinnovation.com reports that while launches
mostly – content is less important. In UK and world news, and here, read- advertising rates) and a gloomy economic outlook, continue to outnumber collapses, competition and eco-
my view it’s not very appealing con- ers can also check out the recently which makes advertisers cut costs. “The first reason is nomic pressure could see off the weaker newspaper
tent – it’s just more convenient. It’s launched e-Metro, a digital version probably the most important. Countries like Italy, Spain, brands. It’s quite likely that there will be consolidations
there, and you get a quick overview of the Metro paper (www.metro.co.uk Sweden, Portugal, Denmark and the Netherlands seem as these markets mature as well as greater investment in
and some extras. If it’s not there, you /e-metro). to be affected. There are also problems in Canada and quality editorial. “Growth in print is easy (print more
don’t complain,” says Dr Piet In France, readers can view their the US,” he says. papers), growth in readership is more difficult, but
Bakker (a freesheets expert, and pro- regional edition of 20minutes at Dr Bakker is an expert on the freesheet industry, and almost always has to do with better distribution: finding
fessor of Gross Media Content at the www.20minutes.fr. And in Italy, tracks the developments of the industry on his blog, the right reader at the right time. For free newspapers,
school of Journalism, and commu- readers of Leggo daily can log onto newspaperinnovation.com. He reports that the outlook readers don’t look for you, you have to look for them,”
nication at the Hogeschool Utrecht). www.leggonline.it. for Metro International SA is not good. Recently, losses says Dr Bakker.
What’s more these freesheets are The format of free dailies is here to
often more creative, flexible and inno- stay, says the IFRA (a global news
Who’s responsible?
vative than their paid-for counter- publishing research group). “The free
parts, so their offering to advertisers is
more diverse. For example, the Metro
daily serves a market demand for fast
and easy to access mass-market news.
The history of
Group partnered with Swatch watch-
es (according to the Metro website,
However many markets have experi-
enced or are still experiencing kind of Looking ahead, freesheet newspapers will have to battle not the freesheet
www.metro.lu) to create a compelling predatory competition. There are only the issues around declining revenues and tougher
campaign. Swatch’s Season’s Surprises three to four similar positioned free market conditions, but also the sustainability of their Free newspapers have been around for ages.
campaign saw it working with Metro sheets in one market. With advertis- model. The City of Westminster website reports that In the US, the first free newspaper,
papers to hide a musical insert inside ing being the only revenue source, “around 20 tonnes of free papers end up as street waste every the Contra Costa Times, was launched in the
the newspapers. To launch the new reaching attractive target groups (eg week, and it costs the council £111 000 [more than 1940s, with a host of freesheets following suit
Samsung K5 mp3 player, Metro creat- affluent young people) is crucial,” R1.5 million] a year to deal with the deluge. Around a across the US and the UK. But these were all
ed a series of day-long spontaneous says Manfred Werfel, research direc- quarter of the street waste in parts of the West End is short-lived ventures.
street parties in New York, London, tor and deputy CEO. Market leaders discarded free newspapers, but as it’s strewn on the The concept of the free daily newspaper, as
Paris, Marseilles, Lyon, Rome and Milan, are delivering the relevant reach and ground or mixed with other waste it is not recycled we know it, was developed in 1992, when the
which reached 10.5 million urbanites. are a financial success. due to contamination”. The Westminster council joined Metro International SA Group approached the
forces with the London Lite and the London Paper to place Swedish public transport system (and investors)
recycling bins around the city, while their parent companies with the idea to launch a free newspaper for
Metro launches e-metro (Associated Newspapers and News International) agreed to

arrange for regular litter collections. However, reports (newspa-
commuters. Three years later, the first of the
free newspapers from the Metro Group hit the
On 4 August, Associated Newspapers’ Metro launched e-Metro (www.metro.co.uk/ perinnoivation.com) find that these initiatives are not being Swedish transport system.
e-metro), an electronic version of the free daily Associated Newspapers title met. Some argue that these newspapers should be delivered to Since then, dozens of free newspapers have
(according to news reports on www.guardian.co.uk). The e-Metro allows read- homes instead of being handed out to the public to avoid them been launched across the globe; some have
ers to view the news for free, turn pages at the click of a button, print, search for ending up as litter on the streets. encountered legal battles as a result of the clash
text, bookmark interesting pages and save the newspaper to their PCs. Project Freesheet, a Web-based campaign (www.project- between entrepreneurial freesheet publishers
As yet, the service is only accessible from PCs as the newspaper has not been freesheet.org) is petitioning for the banning of distribution of and the traditional newspaper publishers, but
optimised for downloading to iPhones or PDAs. free newspapers and the promotion of newspaper recycling. many have enjoyed great success.

16 • NEWSPAPER 10 • JULY/AUGUST 2008 Global Headlines
UK
The Riddle was the first film to debut as a cover mount DVD given away by a newspaper – courtesy of the Mail on Sunday.
The Audit Bureau of Circulations in the UK will combine its monthly print and online figures for newspapers into one report.
The Evening Standard launches UK’s first cashless payment card for a newspaper.
The Guardian launched its US website in October.
In May, the mayor of London, Boris Johnson, went green with the announcement to discontinue the Londoner newspaper and instead plant trees.
The Mail on Sunday relaunched in January.
The Independent gets full colour and a redesign, scheduled to be finished by September.
In January, The Sun gave away energy-saving light bulbs, adding 400 000 copies to its sales.
The Times launched a lifestyle luxury supplement called Luxx in November.
In July, the Guardian.co.uk became the first UK newspaper site to record more than 20 million unique users.
Sweden
Metro International, publishers of the free Iran
Iraq
daily Metro papers is starting to feel the In August, liberal paper
Forty-four journalists were
pain of the global recession after revenues Shargh is banned.
killed in Iraq in2007. So far,
began to fall this year. Leading Iranian newspa-
10 journalists have lost their
Metro closes US title, BostonNow, after the per shut down for print-
lives this year.
paper failed to attract buyers. ing an interview with a
homosexual.
Afghanistan
Two journalists killed in 2007. Two
more journalists, Abdul Samad
Rohani and Carsten Thomassen
were killed this year.
Yemen
In March, the Al-Sabah and the
Abwab newspapers were banned from Pakistan
Spain distribution by the government. Five journalists were
The printing press killed in 2007 in
of the El Correo Pakistan. Three have
newspaper in the been killed this year
Basque region was so far.
bombed.
Algeria
In March, Omar Belhouchet and
Chawki Amari of El Watan daily Saudi Arabia
were sentenced to two months in Blogger Fouad Al-
prison and fined. Farhan was arrested
in December 2007
but released in April
this year.
United Arab Emirates
In April, Abu Dhabi English
language paper, The National,
was launched by Martin
Newland, former Daily
Telegraph editor. Philippines
Two radio journalists
The FT launched a Middle Somalia
were killed last year.
East edition in April. Over the course of
2007, eight jour-
nalists were killed
in Somalia. This
year, Nasteh Dahi,
a BBC and AP
journalist, and
Hassan Kafi Hared,
a reporter for the
DRC Somali National
Cambodia
Patrick Kikuku and Serge Maheshe News Agency have Journalist Khim
Kasole were killed last year. been killed. Sambo was killed
in July this year in
Cambodia.
Zimbabwe
In June, a ‘luxury’ tax was imposed on
newspapers imported into the country. Eritrea
In March last year, freelance camera- Paulos Kidane and Fessehaye ‘Joshua’ Yohannes are
man, Edward Chikombo was killed. both presumed dead after disappearing last year.
Sri Lanka
Six journalists lost
their lives in Sri Lanka
from April until
November 2007. One
journalist has been
killed so far this year.

Global Headlines NEWSPAPER 10 • JULY/AUGUST 2008 • 17
US
Numerous newspapers have slashed thousands of jobs over the last year.
New York – The Wall Street Journal will launch glossy magazine, Pursuits, in September.
Northern Virginia – USA Today launched quarterly glossy magazine, Open Air, in March.
Mountain View, California – Google acquires Doubleclick and hopes to aid newspapers with more online revenues.
July – Google launched Print Ads to allow advertisers to buy traditional print newspaper ads.
September – Google launches a free software tool to allow AdWords advertisers to design their own Google print ads for newspapers.
In April, The New York Times magazine launched its first green issue.
In September 2007, The New York Times got rid of paid for content on its website.
In February, The New York Times launched ShiftD, allowing users to move content between PC and mobile.
The New York Times launched AdReady in June, allowing small-budget advertisers to create and serve ads on its website.
Dallas – in May, the International Newspaper Marketing Association (INMA) dropped the word ‘newspaper’ from its title, reflecting the
changing world of the newspaper industry. It changed ‘newspaper’ to ‘news media’.
Philadelphia – in June, the Philadelphia Inquirer and Philadelphia Daily News ran fake ads in its print editions and websites.
Oakland, California – Oakland Post editor, Chauncey Bailey, was gunned down in August 2007.
Canada
Adget is launched for digital news
editions in Canada. Adget is a
cost-per-action ad format.
China
China is the largest market for newspapers with 107 million
copies sold daily – WAN World Press Trends.
China unblocks the Reporters Without Borders website in Mexico

time for the Olympics. Gerardo Israel García Pimentel, a jour-
nalist with the La Opinión de Michoacán
Li Chongqing, a Chinese journalist, is awarded the 2008 newspaper, was gunned down in early
Golden Pen of Freedom – the annual press freedom prize of December. Two other journalists were
the World Association of Newspapers. killed in April last year.
Japan
Tokyo – Japan’s leading newspa-
pers cooperate in online and dis-
tribution. The three titles are the
biggest selling newspaper, The
Yomirui Shimbun along with com-
petitors The Asahi Shimbun and
the Nikkei business daily. This
happened in October.
El Salvador
Salvador Sánchez Brazil
Roque was killed last
Luiz Carlos Barbon Filho is
September.
killed in Brazil.
Nepal
It is not certain when Prakash
Singh Thakuri was killed, but
Birendra Shah was killed in
October and Shankar Panthi in
September last year. So far, one
journalist has been killed this year.

18 • NEWSPAPER 10 • JULY/AUGUST 2008 Down Under
News un-Limited
Newspaper10 talks to News Limited Group Marketing & Circulation director, Joe Talcott, about the Australian
newspaper industry, branding newspapers and the future of newspapers.
Newspaper 10: Globally, an economic recession is impacting on media and business.

Have you noted a decline in newspaper advertising revenues, subscriber numbers or
copy sales?
Joe Talcott: Australia has been shielded from the global crisis, at least to some degree.
We are seeing a slowdown in advertising in some categories. Newspaper sales, both
subscriptions and casual sales, have not moved dramatically from their trends of the past
few years.
N10: What will you do to counter this impact?
JT: From an advertising perspective, we don’t believe we’ll escape the effects of the global
downturn. We are working to demonstrate the effectiveness of newspaper advertising in
tough times and working hard to increase our share of spend.
N10: What are Australian retailers doing to help newspapers cope with the economic
pressures?
JT: We are working on two fronts: at newsagents we want to give more visibility to
newspapers and we’re working to position them in a way that helps newsagents sell
more merchandise that might be associated with papers. We are also taking newspapers
to non-traditional outlets such as convenience stores, street vendors and quick-service
restaurants.
N10: How viable is the newspaper in today’s media advertising environment?
JT: Our industry organisation, The Newspaper Works, recently completed a research
study that demonstrated the power of newspapers to affect brand perceptions. Newspapers
are a trusted media, and the trust can rub off on brand messages.
N10: Are ad revenues moving online? Are online ads cannibalising print revenues? N10: What are you doing to build youth readership and create a culture of newspaper
readership in these future markets?
JT: We’ve redesigned our business to be brand-led media. That means that a reader will
interact with us in their morning paper, spend lunch with us online at work and get an JT: We are redesigning papers to keep them contemporary. We launched mX, and we
update from the same brand on their mobile phone. The distinction between old and new are integrating with other media. We are writing about the things that matter to
media is fading fast; it’s just media in the consumer’s mind. young people.
N10: What strategies do you have in place to take your newspapers into the new media N10: User-generated content and citizen journalism – are these relevant and what is
space? their role in the media landscape?
JT: If you’re searching for a house, a car or a job, you can’t beat the Internet as a tool to JT: Today our readers are connected with each other. We are working hard to stay
find one. That’s changed the classified business. We’ve built our own online classified connected with them. User generated content (UGC) is an important part of our online
businesses and are redesigning our print classifieds to appeal to ‘browsers’ rather than offering and in the paper. Our readers expect it. In addition, we are listening to them,
‘searchers’. In other words, you can browse through pictures of homes in the paper and not just publishing them. There is a lot of talent in the world and we are learning from
when you’re ready to buy a home, you’ll head online to find the specific one for you. our readers.
N10: How are distribution footprints in Australia challenged, and how are they
“ Australia has been shielded from the global crisis, at least

to some degree. We are seeing a slowdown in advertising in
some categories. Newspaper sales, both subscriptions and
“
evolving?
JT: One of our biggest success stories is the growth of community papers; delivered free
on a weekly basis to homes in small suburbs or communities. They deliver local news
with a local feel. For paid papers, distribution is being challenged. Readers are going to
work earlier and getting their news from new sources. We are working to get papers to
casual sales, have not moved dramatically from their trends of the readers in the most relevant place and at appropriate times.
past few years. N10: What are your newspapers doing to address environmental issues?
JT: In the past 15 years, Australia has moved from being a relatively poor recycler of
N10: What about innovation? newspapers to the world’s best. Our company is committed to being carbon neutral by
2010 and has taken dramatic steps to reduce its energy consumption and to educate its
JT: To succeed we have to stay relevant to modern readers, and that means adapting to audiences about how they can make a difference.
meet their changing needs. (www.1degree.com/au.what_we_are_doing/australia).
N10: Are there any commuter papers in Australia, and if so, what makes them N10: Future trends for the newspaper industry?
successful?
JT: The newspaper industry is being challenged like never before. Over the next few years,
JT: We launched mX newspaper a few years ago in Melbourne (http://wwwmxnet.com.au) the successful newspaper business will change to better connect with its readers; and as a
and have since expanded its distribution to Sydney and Brisbane. It is a free afternoon result will continue to succeed. There are intrinsic strengths to the printed page, to edited
paper. It’s designed to be a 20-minute read (the average commute time). mX covers the content, to great writing and powerful photography. Successful newspapers will leverage
issues that matter most in a concise, upbeat, funky, intelligent and sexy way. these strengths in new ways to attract new audiences and to keep the ones they have.

International News NEWSPAPER 10 • JULY/AUGUST 2008 • 19
The demise of press freedom? Legal Column Press Freedom In 2007:
In a leading decision of the Constitutional publish information, whether damag- of defamation and privacy law as well as
In 2007 The top 10 countries that have
Court – Khumalo v Holomisa – decided ing or not, that is in the public interest the media codes (the press ombudsman dropped significantly down the index
86 journalists and 20
six years ago, the Court proclaimed that by not including a public interest code and broadcasting complaints com- Tonga (119 down from 55)
media assistants were
Bolivia (68 down from 17)
“The mass media… bears an obligation to defence. Accordingly, a publication that mission of South Africa code of good killed
Fiji (119 down from 58)
provide citizens both with information publishes classified information, even if practice). In addition, statutory restric- 887 arrested
Guinea-Bissau (109 down from 64)
and with a platform for the exchange of it is in the public interest, will not tions in the provisions of, inter alia, the 1 511 physically
Malaysia (124 down from 92)
ideas, which is crucial to the development escape liability. Criminal Procedure Act, National Key attacked or threatened
Benin (53 down from 23)
of a democratic culture.” In recent months, The Protection of Information Bill Points Act, the new Children’s Act and a
67 journalists
Lesotho (99 down from 72)
both the ruling party and the government was introduced just a few months after host of other offences contained in kidnapped
Mozambique (73 down from 47)
528 media outlets
have instigated policies and proposals that the introduction of the controversial statutory provisions also impose restric- Palestinian Territories (158 down
censored
seem to undermine the value of freedom Films and Publications Bill, which seeks tions on what may or may not be pub- from 134)
of expression and the media in our socie- to introduce a system that requires mag- lished. One must also mention the con- El Salvador (64 down from 41)
Online:
ty. Ardent protectors of freedom of azine publishers, writers and artists to tinued existence of the sub judice rule, 37 bloggers were arrested
expression argue that South Africans are submit materials that contain visual pre- which criminalises the publication of Top 10 countries moving up
21 physically attacked
the index
witnessing the demise of press freedom sentations, descriptions or representa- material that prejudices the administra- 2 676 websites shut
Kenya (78 up from 118)
and the rise of pre-publication censorship. tions of sexual conduct, propaganda for tion of justice. down or suspended
Tanzania (55 up from 88)
Of particular importance is the war or hate speech to the Film and There has also been talk that the Source: Reporters Without Borders for Israel (extra-territorial) (103 up
Protection of Information Bill (2008) Publication Board for pre-classification. ruling party is considering establishing Press Freedom. www.rsf.org. from 136)
which aims to protect certain informa- It is argued that both the Protection of its own commercial newspaper so that it Mauritania (50 up from 77)
tion in the hands of the government by Information Bill and the Films and can communicate information to the Zambia (70 up from 94)
setting out the criteria for the classifica- Publications Bill undermine the media’s public ‘the ANC way’ in order to The countries at the bot- Armenia (77 up from 101)
tom of the Press Freedom Georgia (66 up from 89)
tion of such information. While it is right to operate freely without interfer- counter what it views as bias in the
Index haven’t really Cambodia (85 up from 108)
correct that certain state information, ence or pre-publication censorship. South African press. It is difficult to see changed, except Eritrea is Nicaragua (47 up from 69)
such as that relating to state security The government is not the only insti- what good an effectively state-owned now at the bottom and Nepal (137 up from 159)
measures, ought to remain secret, the tution making inroads on press free- newspaper could serve in a democratic Iran comes in below China,
Bill, in its current form, contains provi- dom. It is widely known that the ruling society. Whether the newspaper would Burma and Cuba. For Africa, Mauritius (25) leads the
sions that may facilitate censorship in party has a contentious relationship with be able to report objectively on the good Turkmenistan and North Press Freedom Index, followed by
the political arena. For example, the Bill the media. The ANC has gone so far as and the bad in the ANC is highly Korea are still in the bot- Namibia (26), Ghana (29) and South
provides that the government may clas- to suggest the formation of a Media unlikely. The biggest danger is that a tom three. Montenegro has Africa (43), which has leapt two posi-
sify information as ‘classified’ if it may Tribunal to serve as an ‘appeal division’ newspaper of this kind would be been added to the list in tions only because Benin and Mali
59th place. dropped down the list.
harm ‘the national interest’. allowing members of the public to sub- nothing more than a government
This proviso is problematic because mit complaints against the media, thus mouthpiece designed to relay to the
the definition of ‘national interest’ is so eliminating self-regulation in the media. public only that information the Physically Media
broad that it is difficult, if not impossi- The exact nature of the tribunal is as yet ruling party wants the public to know. attacked or outlets
ble, to determine what will amount to unclear. For instance, it is unclear what It will be very interesting to see 2006 Killed Arrested threatened censored Kidnapped
‘national interest’. The Bill, by not suc- powers will be granted to the tribunal, whether any of the ANC’s suggestions
cinctly defining the concept of national what sanctions it would be able to come to fruition and the impact that Africa 12 162 145 61 1
interest, makes it very easy for a govern- impose on the media, and whether it these suggestions have on press freedom. Americas 7 86 626 91 11
ment official to use this provision to would be a government, independent or One can only hope that at the end
classify information that exposes cor- ANC tribunal. Some argue that the of it all, we remain a society that
Asia 17 430 562 273 23
ruption or illegality in their department media is already over-regulated. recognises and respects the importance Europe 2 77 83 60 3
as classified. Furthermore, the Bill fails Aggrieved persons currently have of freedom of expression and freedom Middle East 48 132 95 43 29
to take into account the media’s right to recourse in the common law in the form of the media.
Total 81 887 1 472 528 67
By Portia Mngomezulu, associate: Corporate Services Department, Webber Wentzel Source: The 2007 Round-Up – Reporters Without Borders for Press Freedom.
Worldwide PressFreedom Index 2007 – Reporters without Borders www.rsf.org Source: www.rsf.org
The ranking
N° Country Score N° Country Score N° Country Score N° Country Score
1 Iceland 0,75 44 Israel (Israeli territory) 13,25 87 Albania 25,50 130 Gambia 48,25
- Norway 0,75 45 Cape Verde 14,00 - Honduras 25,50 131 Nigeria 49,83
3 Estonia 1,00 - Cyprus 14,00 - Niger 25,50 132 Djibouti 50,25
- Slovakia 1,00 47 Nicaragua 14,25 90 Paraguay 26,10 133 DRC 50,50
5 Belgium 1,50 48 USA 14,50 91 Angola 26,50 134 Bangladesh 53,17
- Finland 1,50 49 Togo 15,17 92 Malawi 26,75 135 Thailand 53,50
- Sweden 1,50 50 Mauritania 15,50 - Ukraine 26,75 136 Mexico 53,63
8 Denmark 2,00 51 Bulgaria 16,25 94 Côte d’Ivoire 27,00 137 Nepal 53,75
- Ireland 2,00 52 Mali 16,50 - Timor-Leste 27,00 138 Swaziland 54,50
- Portugal 2,00 53 Benin 17,00 96 Comoros 28,00 139 Azerbaijan 55,40
11 Switzerland 3,00 54 Panama 17,88 - Uganda 28,00 140 Sudan 55,75
12 Latvia 3,50 55 Tanzania 18,00 98 Lebanon 28,75 141 Singapore 56,00
- Netherlands 3,50 56 Ecuador 18,50 99 Lesotho 29,50 142 Afghanistan 56,50
14 Czech Republic 4,00 - Poland 18,50 100 Indonesia 30,50 143 Yemen 56,67
15 New Zealand 4,17 58 Cyprus (North) 19,00 101 Turkey 31,25 144 Russia 56,90
16 Austria 4,25 - Montenegro 19,00 n. c. 102 Gabon 31,50 145 Tunisia 57,00
17 Hungary 4,50 60 Kosovo 19,75 103 Israel (extra-territorial) 32,00 146 Egypt 58,00
18 Canada 4,88 61 Hong-Kong 20,00 104 Guatemala 33,00 147 Rwanda 58,88
19 Trinidad and Tobago 5,00 - Madagascar 20,00 - Seychelles 33,00 148 Saudi Arabia 59,75
20 Germany 5,75 63 Kuwait 20,17 106 Morocco 33,25 149 Zimbabwe 62,00
21 Costa Rica 6,50 64 El Salvador 20,20 107 Fiji 33,50 150 Ethiopia 63,00
- Slovenia 6,50 65 United Arab Emirates 20,25 - Guinea 33,50 151 Belarus 63,63
23 Lithuania 7,00 66 Georgia 20,83 - Guinea-Bissau 33,50 152 Pakistan 64,83
24 United Kingdom 8,25 67 Serbia 21,00 110 Kyrgyzstan 33,60 153 Equatorial Guinea 65,25
25 Mauritius 8,50 68 Bolivia 21,50 111 Cameroon 36,00 154 Syria 66,00
- Namibia 8,50 - Burkina Faso 21,50 - USA (extra-territorial) 36,00 155 Libya 66,50
27 Jamaica 8,63 - Zambia 21,50 113 Chad 36,50 156 Sri Lanka 67,50
28 Australia 8,79 71 Central African Republic 22,50 114 Venezuela 36,88 157 Iraq 67,83
29 Ghana 9,00 72 Dominican Republic 22,75 115 Tajikistan 37,00 158 Palestinian Territories 69,83
30 Greece 9,25 73 Mozambique 23,00 116 Bhutan 37,17 159 Somalia 71,50
31 France 9,75 74 Mongolia 23,40 117 Peru 37,38 160 Uzbekistan 74,88
32 Taiwan 10,00 75 Botswana 23,50 118 Bahrain 38,00 161 Laos 75,00
33 Spain 10,25 - Haiti 23,50 119 Tonga 38,25 162 Vietnam 79,25
34 Bosnia and Herzegovina 11,17 77 Armenia 23,63 120 India 39,33 163 China 89,00
35 Italy 11,25 78 Kenya 23,75 121 Sierra Leone 39,50 164 Burma 93,75
36 Macedonia 11,50 79 Qatar 24,00 122 Jordan 40,21 165 Cuba 96,17
37 Japan 11,75 80 Congo 24,50 123 Algeria 40,50 166 Iran 96,50
- Uruguay 11,75 81 Moldova 24,75 124 Malaysia 41,00 167 Turkmenistan 103,75
39 Chile 12,13 82 Argentina 24,83 125 Kazakhstan 41,63 168 North Korea 108,75
- South Korea 12,13 83 Senegal 25,00 126 Colombia 42,33 169 Eritrea 114,75
41 Croatia 12,50 84 Brazil 25,25 127 Burundi 43,40
42 Romania 12,75 85 Cambodia 25,33 128 Philippines 44,75
43 South Africa 13,00 - Liberia 25,33 129 Maldives 45,17

20 • NEWSPAPER 10 • JULY/AUGUST 2008 Letters
Letters to the editor
Dear Editor Dear Editor,
I am always amazed with the pessimism surrounding With the staggering number of titles available in SA daily, weekly and on Sundays in every geographical location and catering for almost every
newspapers in South Africa. All newspapers are currently socio-economic, cultural and linguistic group, if you need to communicate a message with credibility and reach, newspapers are the way to go.
going through a tough time. Circulations are down for While glossy magazines and popular lifestyle titles with international lifting rights may be popular among the upper LSMs as an
the most part, and hard costs are skyrocketing. The paper
easily accessible medium, the press remains a primary source of information for many people, and is arguably the most influential and
price and the relative weakness of the Rand are two
far-reaching. Set within a vibrant, flourishing publishing industry, the press serves as an essential source of information on current affairs,
factors not helping their losing cause. But why do they
keep surviving and flourishing? entertainment, sport and lifestyle, among other subjects, for millions of people, setting trends and moulding perceptions.
I am of the opinion that newspapers like cockroaches In the commercial world, there is little that can compete for space with the popularity and importance of specialist local and
(excuse the crude comparison) will survive most things, international business titles as well as supplements that are widely read and well supported. These remain an essential element of the
including the Internet and the Digital revolution. marketing mix for any communications professional who needs to reach this influential audience.
Newspapers always seem to get their portion of the advertising Although online content is growing in importance – and every major newspaper these days publishes an electronic version- in developing
pie, no matter what happens to their performance. The countries like SA, where Internet access is limited by financial and infrastructural constraints, the printed press continues to be a primary
most recent ABC figures looked like an obituary for many information resource. Newspapers tend to be passed on, thus generating a wider reach and longer shelf life than their electronic cousins.
papers but yet, I dare anyone to tell the marketing
With a tradition of independence in SA dating back to the early 1800s, newspapers retain unrivalled credibility as an impartial and
director of Pick n Pay or Shoprite to cancel their print
objective source of information. Given the importance of credibility in the arsenal of the communications professional, rand for rand,
advertising due to declining circulations.
Newspapers still serve a purpose, albeit a different reader for reader and inch for inch, there are few media that can deliver the quality, credibility and reach of SA’s newspapers in generating
purpose to that of many years ago. They always used to be publicity to manage perceptions, maintain reputations and quite simply, spread the news.
the first with the news and on the cutting edge of infor- Cameron MacKenzie
mation dissemination. Nowadays, with 24-hour news content director
channels, the Internet, and radio journalism stepping up Redline
to the plate, this function is taking a step back. Although,
I still believe this is their primary function.
Becoming more like magazines, newspapers are growing
Dear Editor
the ‘lifestyle’ section of their editorial. Two recent
Our mantra ‘forever curious’ constantly reminds of the need to be hyper-alert to keep up with, and ahead of, the pace and agile minds
examples are the phenomenal growth of the Sunday
Times Lifestyle section and the Independent Newspaper of the urban youth.
Group taking the Verve concept national. The editor And, on that note, newspapers are an interesting medium on which to comment, because their relevance is increasingly being
of the Verve section recently said, “Verve is considered the challenged by more interactive tools of communication and more youth-centric, high-tech gadgets (chat, SNS, websites and
‘pulsating heart’ of The Star. It provides the energy and cellphones). However, even though the youth have a wide range of mediums at their disposal, it is clear from discussions with them
information to help readers make sense of their lives. and the results from urban youth in this year’s Sunday Times Generation Next brand survey that newspapers are still on young South
They love its lively, beautiful pages and its thought- African’s radar particularly as they get older.
provoking, compelling articles.” Sounds like magazine Among young adults 54 per cent claim they read a newspaper weekly, but only a quarter (25.64 per cent) of all youth (including
territory to me.
tweens and teens) polled in the same study claim to read them daily. As a reliable source of information, newspapers feature eighth on
Secondly, I believe newspapers will always be the shop
the list, making them less convincing than TV, websites and radio: all of which seem to fare better because of their immediacy,
window for everyone from the bored housewife looking
for a good price on baked beans, to the yuppie man looking familiarity and ‘sizzle’. It is not new to us that the youth are active consumers of celebrity gossip, but from discussions with them
for a new BMW X6. throughout this year, it’s clear to us that their interest extends beyond tabloid news and it is becoming more and more cool to be clued
According to recent Adex figures, newspaper insert up on world affairs. “I think people underestimate the youth, when I used to go to school with my mom we’d listen to 702 and John
spend has grown by 35% over the past two years. This is Robbie… you get into it and you’re interested – you want to hear about the American election race. People think the youth just wake
despite the fact that it is costing the advertiser up and watch MTV … but [we’re] actually interested in what’s happening!” says Alma, 17.
exponentially more every year to print these inserts. If From our many recent discussions with young adults, one thing that suggests to us that newspapers may not be getting their old-
there is one thing you know about retailers, it is that they fashioned butts squarely kicked by newer, sexier, techno-fodder was the topic of David Bullard’s fall from The Sunday Times. There was
would not be doing it, if it wasn’t working for them.
a surprisingly strong and well-informed response to his departure, with the debate generating thoughts like: “One of the first things I
Credit to the medium indeed.
looked for was [David Bullard]… he always pushed the envelope. He took people out of their comfort zones!” expressed Tinashe, 21.
Newspapers will definitely still be here for a very long
time. The day after the bomb goes, the survivors will still So maybe newspapers do have the potential to really engage with young audiences: both in good old-ink-on-your-fingers-print,
get a paper with a lifestyle angle article on what nuclear but more particularly through accessible – in all senses – formats like The Daily Sun and The Times and its www.thetimes.co.za
fallout could do to your garden. counterpart. So instead of wilting into a soggy lump of papier-mâché under young feet, let newspapers step up to the plate and explore
Chris Botha ways to become more real, relevant and connected to the lives of young South Africans.
director The Insight Team
The MediaShop HDI Youth Marketeers
Dear Editor Dear Editor,

Research carried out by Millward Brown for the Newspaper Give me the newspaper in its full 54 x 10 column glory, any day.
Marketing Agency (NMA) in 2006 showed that brand adver- We’ve chosen press over other mediums for two of our major clients over the past six months: one being Mahindra and the other
tising campaigns which include national newspaper and TV Clover. In both cases, our clients were willing to push the boundaries and motivated us to do what we do best – use creativity as a tool.
advertising can double the brand commitment and brand In the case of Mahindra, we produced long-copy ‘story’ ads. Full-page insertions in order to educate the consumer about the fact that
investment compared to those using TV alone. So why do Mahindra had been around since 1945. The newspaper medium allowed us to make these ads look like authentic 1945 advertisements
some advertisers still believe there is truth in the old myth and to communicate to our consumer in a space where they are most likely to read a long copy ad.
that newspapers are primarily a call to action medium and I believe that the results of this campaign for the rands spent were far superior to that any other medium. The second campaign was
cannot contribute to brand building? for Clover’s Long Life Milk. This campaign uses the ‘Best Before’ area on the pack and exchanges the date normally found in this space
The NMA study proves that due to their emotional and infor- for relevant tactical headlines, like’ Best Before Riaan Cruywagen Retires’ and ‘Best Before Zim Election Results are Released’. It is the
mational characteristics, newspapers are very different from tactical relevance that only a newspaper can offer which enhanced both these campaigns in ways few other mediums could have.
other media. This makes them a perfect partner to TV when it And in the instances when you don’t have the size, it allows you to use it in so many exceptional ways.
comes to building successful brands. By adding newspapers to I first used press in 1995 for a tiny ad in the Classified section advertising escort agencies. The ad was for Virgin Atlantic Upper Class
TV advertisers will see real and tangible enhancement of their advertising free massages.
campaign effectiveness. Another time was when we ran an ad selling a shack in Gugulethu Township in the Camps Bay property section, highlighting the
And for those that ask why you should advertise in print in massive divide between the rich and poor in South Africa.
this new digital era the evidence is compelling. With a strong I can go on and on. King James used the page numbers of a local Cape Town paper with simple headlines exposing consumers to the
online presence, newspapers can no longer be thought of a radical statistics surrounding HIV/Aids. I have never seen this space in newspaper used, which makes this campaign highly original.
just a print medium. Whether in print or online, the I also saw a lovely ad for the Apartheid Museum by Grey Advertising where a lot of black copy is crammed into the top left corner of
research shows that newspapers drive Web traffic. One news- a full page with a single small line remaining in the open space in the middle of the page. The crammed copy read something like: ‘In
paper print campaign for the Vauxhall Tigra resulted in a 39 the apartheid era 15 million Black South Africans were forced to occupy 10 per cent of the land’.
per cent increase in traffic to the brand’s website. The small line in the middle read: ‘while 3 million whites got the rest’.
In today’s multi-channel, digital world, some may ques- Powerful communication, only available in press.
tion the future of newspapers. But moving forward, advertis- Yet sadly, I realise that most of my examples are for NGOs and causes. What happened to powerful communication for powerful
ers will need to use a range of media to reach consumers. brands?
Newspaper’s complementary nature, which allows it to work I can only say that the marketer with balls is dead, and if there are a few still out there, maybe it’s time you allow your agency to put
in synergy with both TV and online, places it in an advanta- its money where the bite is – in press.
geous position to weather the media fragmentation storm Because when you use press well, it’s like a magazine on Viagra. And you may be surprised to see that it gives TV a run for its money.
Karen Paterson Pepe Marais
senior director executive creative director
Millward Brown UK Joe Public

Business/Technology News NEWSPAPER 10 • JULY/AUGUST 2008 • 21
Mobile news Creating news for mobile

The UK Telegraph launched a news site for cellphones earlier this year (according
In 2005, China-based Xinhua News launch new platforms towards the to reports on the telegraph.co.uk website, on 4 August 2008). Designed to be easy
Agency teamed up with several other end of the year which will see the to navigate with a simple layout (minimal use of photographs, for example) and
newspapers and the Guangdong use of mobile or e-mail vouchers, only three main sections through which the user needs to navigate. Readers can
Mobile Communications Company for example. “Our mobile offering is text the word ‘mobile’ to a specific short code to receive the link directly to their
to introduce a mobile phone news- still limited at this stage, but it will phones or they can opt to browse using their phone’s Internet capabilities. The
paper service. Chinese newspaper change towards the end of the year, service has been optimised to work with a variety of devices.
readers could access the partner titles and we are expecting growth here.
through the Internet, multimedia Our team is working out the restric-
Blurring the boundries

message and SMS (according to the tions of our new systems and assess-
china.org website). ing what benefits there are to this,”
In December 2007, Sweden’s says Gavin Rheeder, marketing
Dagens Nyheter newspaper launched a manager, Beeld. Newspapers have increasingly invest- believes that South African newspa-
newspaper telephone: a cellphone market of business decision-makers Meanwhile, the Caxton Group is ed in developing their multimedia pers have a bright future SA, provided
that offers daily subscribers direct and affluent individuals. reportedly planning a project with offerings, and many are now that they understand that readers have
and free access to its website (as Locally, newspapers have identified Johannesburg City Power to provide equipped with mobile services/appli- less and less time to spend reading
reported by the Sydney Morning the potential of cellphone technology, a service that informs the communications, podcasting, blogging and them, and that they will spend more
Herald’s website, www.smh.com.au, and some have started using cell- ty about power cuts via SMS. “We interactive websites with video con- time online. “I predict that the
13 December 2007). Subscribers phone media to engage their readers will be building a community forum tent. But newspapers aren’t just laggards will soon adopt our model of
purchase the specialised Nokia and offer greater value to advertisers. via SMS. This opens the possibility investing to take advantage of growing an integrated newspaper and online
phone via the newspaper’s website “Everyone has a cellphone, it is the of SMS couponing in the papers broadband numbers: they are aware multimedia offering,’ he says. The
and sign up for a monthly call plan, idea tool through which to drive a so advertisers can leverage print of the fact that the youth markets are Caxton Group, for example, is looking
which allows them to surf the news- brand, though it is totally under- via mobile,” says John Bowles, online and demand that their media at ways to deliver geographic media
paper’s website for free, simply by used,” says Lucille van Niekerk, inde- joint MD, Newspaper Advertising meet them here. “Online news read- via whatever platform is required, says
hitting a special button on the pendent media consultant. Bureau (NAB). ers are looking for richer and richer Gill Randall, joint MD, Newspaper
phone. This system addresses con- Deon du Plessis, publisher, Daily “Mobile advertising is growing experiences online, blurring the lines Advertising Bureau (NAB).
ceptions about the cost of cellphone Sun, points to the massive growth of and the media need to look at ways between newspaper and television However, the online consumer
Internet access being high and places the cellphone, and also to the possi- forward. But they should not give news reporting,” says Rob Jonas, market in SA is relatively small, so
the newspaper’s content directly in bility that for many in the local content away for free,” says Van Google’s European Partnership Lead new media cannot be the only tool
the hands of its readers. market, the cellphone will be the Niekerk. “The newspapers need to Media and Publishing. newspapers use to extend their brands.
The Wall Street Journal launched device through which they access the own their content since it’s part of “The boundaries between advertis-
the WSJ.com Mobile Reader for Internet. “We, as the Daily Sun, their brand.” ing and content continue to shift and
BlackBerry smartphones on 19 should be doing more with mobile Newspapers will continue to many new advertising formats are
August 2008 (www.globenewswire.com) because we’ll be leapfrogging a web- develop mobile offerings that using this for the benefit of users,
“
providing immediate access to busi- site,” he says. And if the Daily Sun enhance the relationship with the advertisers and also the sites on which
ness, finance and tech news directly does indeed drive the launch of a reader (mobile headline reports, for these ads are displayed and con-
The market is not
from WSJ.com as well as from a mobile platform, you can be sure that example). But until the cost of con- sumed. Much innovation is being
rich enough yet. Internet
grouping of other websites. With it will have massive reach and impact. necting to the Internet via cellphone driven by consumer demand for
customised categories and tabs, the The massive success of the cell- becomes more affordable for the interactivity with both content and penetration is still not large
platform offers the user an phone locally is driving the viability mass market, we may not see news- advertising, and we look forward to
individualised and flexible service. of the medium for newspapers. papers launching fully fledged this continued evolution and further enough and neither is share
Plus, this platform is aimed at a Beeld, for example, has plans to mobile sites. partnerships with newspaper groups
to help them achieve their objectives,” of mind. Or share of mind
South Africa’s top 20 local news sites (OPA, Q2 008)

says Jonas.
As newspaper groups become more
innovative and online news con-
“
with media planners and
sumption grows, most groups recog-

media buyers
Site Unique Browsers Page Impressions
News24.com 1 833 388 31 967 830 nise that audiences are becoming
IOL News 1 047 800 12 085 299 hyper-fragmented and they need to
reach their readers through different
MSN 938 259 11 248 079
online media, such as social networks,
24.com 690 193 9 553 758
and new platforms, such as mobile
News24 South Africa 661 569 4 663 681 phones. “Recent examples of both Geoff Cohen, general manager:
The Times 439 299 3 981 579 include the Telegraph TV Facebook News24, says he doesn’t think any
www.mg.co.za 467 052 4 296 047 application and the iPhone applica- newspaper owner or editor is doing a
World (media24) 420 542 1 256 995 tion created by The New York Times,” truly great job of truly incorporating
www.fin24.co.za 392 739 2 311 043 says Jonas. “Also, many newspapers new and digital media into their
SuperSport.co.za 429 741 8 018 353 have been offering RSS feeds to allow offerings. Newspapers are sporting
M&G Online 440 661 3 948 214 their readers to find their stories more multimedia elements, but the real
Mg.co.za 440 066 3 924 697 easily.” He also says the Google News shift to a multimedia reality has not
News24 sport 311 084 1 784 356 service is another way for newspapers occurred. And this is impacting on the
to reach their readers as the service measurement of newspapers and the
News24 Beeld 271 014 7 398 211
delivers many users directly to their way their audiences are gauged. “The
News24 entertainment 263 642 1 155 833
websites once they click the link. “In market is not rich enough yet in
Home page (M&G) 197 609 1 378 591 this regard, Google News is an comparison to traditional mediums.
Business report (Independent) 180 133 625 920 important contributor to a news site’s Internet penetration is still not large
IOL Tonight 181 275 846 010 online traffic.” enough and neither is share of mind.
IOL Sport 175 884 779 576 According to Willem Pretorius, Or share of mind with media planners
M&G Homepage 184 122 1 283 335 editor, Sondag, newspapers see print as and media buyers,” says Cohen. And
their main focus, but increasingly perhaps newspapers should be investing
strategies are being focused on new in multimedia approaches to attract new
media as brand extensions. “The first audiences now, ahead of the curve, but
Mobile news: not for all priority is to get a huge number of
readers that can be shifted towards new
for many newspapers this investment is
still too risky.
Oscar Westlund, a doctoral student at the University of Gothenburg, has found that while many Swedes own media. It is not a question of either/or. But as cross-media and multimedia
Internet-equipped cellphones with news functions, few actually use their phones to access news services. Speaking Both have strong features that every packages become more popular,
at the 15th World Editors Forum, Westlund pointed out that this trend was also apparent in Japan, a country with news media want to explore. New newspapers will find themselves
very high mobile use. Westlund says one of the reasons for this is that the cost of accessing the Internet via a cell- media is therefore an add-on. well placed to offer their services as
phone is high. Research respondents said they don’t actually want to receive news on their cellphone (a device that Newspapers have moved away from solutions providers, especially since
is intended for interpersonal communication, after all). the cliché that print is dead, and are advertisers may feel lost regarding
Considering this, there are opportunities for newspapers to develop partnerships with service providers to create moving towards new platform-based the huge choice of advertising
subscriber packages (subscribe to the newspaper’s mobile service and pay half the normal price to access the Internet strategies to distribute news and enter- possibilities, says Reiner Mittelbach,
on your phone). tainment,” says Pretorius. CEO, IFRA (a global news publishin-
Ray Hartley, editor, The Times, gresearch group).

22 • NEWSPAPER 10 • JULY/AUGUST 2008 Business/Technology News
News online in SA The impact of Google

“
Google is testing a programme
in the US, which allows adver-
Print Ads is being used
Locally, newspapers haven’t delved
tisers and companies to buy ad
into all of the opportunities. While
space in newspapers. Launched by smaller advertisers who
many are beginning to understand
in July 2007, the service, called
what newspaper websites should
Google Print Ads, allows adver- can’t afford the large budgets
look like, some are not convinced tisers to choose a newspaper
that these will work for them. Not all from a list of participating pub- required to secure creatives
newspapers believe that they need a lications and place a bid for
website just yet. Deon du Plessis, the ad space. Once approved, and planners and just want
publisher, the Daily Sun, says: “It’s
my mistake that we don’t have a
website, but we don’t feel that we
the advertiser can use Google
AdWords to design a simple
print ad.
“
to place a simple ad in a
According to Stafford Maisie, local newspaper

need one yet. Internet penetration is
local country manager for Google,
still small in our target market. And
the Print Ads system is only available in the US at the moment, and it is not
yes, there is a slowly rising Internet clear if or when it might be extended to other countries. What this platform
café culture in the townships, but it’s does represent is a new, easy-to-use way for users to find and secure advertis-
a future shock that hasn’t hit us yet.” ing space in newspapers and for newspapers to earn revenue for advertising
He also argues that no media in space which otherwise might not be sold. “It’s a user-friendly and easy-to-use
South Africa will straddle both the tool which lets advertisers know which newspapers might be most
top end and the lower end of appropriate and affordable for their needs. It is a fully automated process as
the market. “Having said that, this well,” says Maisie.
market moves so fast. It is leapfrog-
ging technology. The Daily Sun’s
beady eyes are on mobile.”
Lucille van Niekerk, independent company names. “This allows us to Issues of Internet penetration are
media consultant, believes that there do quite a bit of powerful cross-ref- quickly pointed out as reasons
is an old-school guard in place, look- erencing on the site. Simply put, this why papers are not yet online. “All “The Google innovation sounds attractive because it seems more
ing at old ways of doing things. She gives computers the ability to ‘under- newspapers have strategies to grow cost-effective than the conventional procurement method,” says Fergus
points to global figures predicting an stand’ what the articles are about, readership and revenues online, but Sampson, CEO: Emerging Markets, Media24. “Both advertisers and newspa-
increase in newspaper ad revenues which then allows us to do powerful broadband is still not where our pers will prefer a system that reduces the time and cost of production and
placement, However, I am not convinced that our industry can do without the
worldwide. “There is so much growth, things with them,” says Buckland. overseas counterparts are. The
creative input, skill and knowledge that advertising agencies represent.”
and newspapers are still a good The Times has a website that features biggest problem is online literacy and
Sampson believes that the collective skill and wisdom of advertising
investment opportunity, especially in video and blogs, interactive commen- all newspapers have a development agencies is necessary to the ad creation process, media planning, and tracking
new technologies and digital media. taries, and so on. “We have achieved section dealing with that. Most of advertising and ROI.
But they must invest now and devel- over 80 000 hits on one of our online readers still access the Internet Yet Maisie is quick to point out that this system will not be to the detriment
op the organisational skills and cul- slideshows and we regularly go into the from work,” says Willem Pretorius, of the advertising agency. “Advertising agencies tend to work with big
tures,” she says. Long-term goals and 5 000 plus territory on videos and pod- editor, Sondag. advertisers who need agencies to be creative and dynamic. Print Ads is being
budgets must be set. casts, which has surprised us on the Yet for some experts, the current used by smaller advertisers who can’t afford the large budgets required to
Matthew Buckland, GM: publishing upside. I think there is a fantastic oppor- Internet access scenario means that secure creatives and planners and just want to place a simple ad in a local
newspaper,” says Maisie.
and social media, 24.com, believes tunity for someone to ‘own’ our multi- there is greater opportunity. Van
that newspapers need to move away media portal, and in so doing, reach the Niekerk points out that most of the
from seeing the print-online rela- cream of South Africa’s broadband broadband market is LSM 10. “This
tionship as one characterised by can- users,” says editor, Ray Hartley. is a quality market, with large num- Will Google become the world’s biggest news provider?
nibalisation. “A media company’s He says that newspapers might still bers, and it will grow – it is predicted There are some who fear that Google is just one step away from
objective is to secure readership and be able to imagine that the Internet to double by 2010.” She believes that becoming the largest news site in the world. “Google is not a
advertising revenue from across a and multimedia are not threatening the technology and pricing structures content provider. We are a technology company that devises tools
variety of platforms, whether print, because they have yet to gain mass need to be refined. “With Internet to make advertisers’ and publishers’ lives easier,” says Stafford
online or mobile. It’s really about market traction, but The Times is penetration stagnant at about 10 per Maisie, local country manager, Google, putting paid to these
what the readers want and the format positioning itself for a future where cent of the population and inching concerns. “The Internet has revolutionised the way that users inter-
they want it in.” The trick for media up at a snail’s pace, newspapers still act with and gather information such as news. The newspaper
is to make sure that their content is have good growth years left in them. industry has reacted well to this new paradigm, creating interactive
available to as many readers as possi-
ble across a variety of platforms.
The Mail and Guardian Online and
The Times are two local papers that
“ Sales will come when
the readership is there. At
the moment, one print
In fact, e-zines, e-readers and news-
papers on the move have, to my
knowledge, not yet made an impact,”
says Ferial Haffajee, editor, Mail &
and user-friendly websites that offer users an alternative way to
gather news,” says Maisie. Maybe newspapers need to work
more closely with Google and start viewing it as another
distribution channel.
Google has, in fact, become the digital newspaper’s best
are investing in their websites. The
M&G recently relaunched its web-
site. “Our old site had become out-
“
reader is still worth 100
Guardian.
Cost is also a concern for some
newspapers. A report which appeared
friend, driving huge volumes of traffic to news websites. According
to reports published in the Financial Post (12 May 2008), Google
accounts for over half of all search queries in the US. The trick for
dated and inflexible. We needed a online readers. in The New York Times (7 February newspapers is to provide original and timely content.
new site with a contemporary design, 2008) finds that more people than
better features, optimised advertising ever are reading newspapers (since
and all built on an infrastructure that some major papers have more read- Google acquired advertising service DoubleClick in June this year, and
would allow us to grow. We feel we broadband is cheaper and far more ers online than in print). And news- according to reports (Associated Press, June 12 2008), Google execs are
have that now,” says Buckland (the widely adopted than today. “We are papers are selling more ads than ever positive that this service could help newspapers to generate revenues online
former GM of M&G Online). Key doing the learning now when the if one includes the online ads. “But by serving up online display ads and measuring responses.
features of the new site include: reg- pressure is still relatively light. When for every dollar advertisers pay to
istration of users, which allows the readers switch their focus to the reach a print reader, they pay about 5 Ten tips to increase your visibility on the Internet
M&G to profile users and serve tar- Internet, those who are not ready cents, on average, to reach an (from Google):
geted content and advertising. Each with a sophisticated offering are Internet reader.” The gap between Sign up for webmaster tools (www.google.com/wemasters/tools)
user now gets a dashboard which going to suffer,” adds Hartley. these needs to be closed, and that Think like a user and make sure your page includes the terms they will
allows them to save article clippings Consider too that Beeld’s online isn’t easy. “The cost of developing search for.
and view their browsing history. platform is receiving between 280 000 online readers is exorbitant with low Make sure your URLs are simple.
“We’re also building a ‘story predic- to 290 000 unique users each returns,” says Pretorius. “Sales will Link to every page on your site from at least one other page.
tor’, which will suggest stories to month, and Gavin Rheeder, market- come when the readership is there. Use appropriate headings and make your titles interesting and relevant
users based on their surfing history. ing manager, notes that it has a very At the moment, one print reader is to each page.
There are many things we can do different profile in comparison with still worth 100 online readers.” He
Provide good meta descriptions to help with the snippets (the page
with the dashboard on a social net- the print readers. “Our online also argues that none of the papers extracts shown in the search results).
working level,” says Buckland. market is healthy. And while many are making money from traffic gen-
Avoid using dynamic or animation technologies for navigating around
your site.
This is also one of the few websites use the online platform as an added- erated to their websites. “The print
Use ALT tags for images (helps the Googlebots to categorise images
in the world to introduce semantic value feature, we use ours as a reader is hooked in. The challenge is
accurately).
tagging of its articles, which allows separate product because the online in change management and how to Check your site using a text browser to make sure crawlers can read it.
extracting data from articles, includ- market on its own is strong enough,” drive print readers towards online Test and measure! This should be an ongoing process.
ing place names, people’s names and says Rheeder. products,” he says.

Online advertising: potential for revenues?

The Newspaper Association of viable option, although most of the He also believes that new formats
User generated
Intrinsic to the rise of Web 2.0, is the the quality of content generated by
America found that ad spending on approaches are experimental. “Apart such as video and audio could make rise of user-generated content (UGC) readers is questioned; after all, part of
newspaper websites increased 18.8 from Google and other successful advertising really stand out. “If you
and citizen journalism. Some would a newspaper’s promise to its readers is
per cent in 2007 over 2006 figures international examples, I am not don’t want a branding campaign and
argue that newspapers practice citizen quality editorial. Secondly, there
(reports MarketingCharts.com, 3 April aware of a proven local online business don’t have a big budget, then use
2008). However, reports also indicate model yet,” he says. He also says that Google AdSense. If you want a brand- journalism daily, simply by respond- appear to be doubts about where to
that this spend has not yet supplanted many contenders are being challenged ing campaign as well as the leads, then ing to reader tip-offs or letters to the draw the line with UGC. “Our edito-
print ad revenues. to build critical mass before they start use an online publisher, though I rec- editor, and reporting on those events rial team has considered these inter-
Yet monetising Web readership is to realise the full potential of online ommend you use both,” he says. that readers inform them about. esting approaches, but there are still
high on the list of priorities for all advertising. The good news is that since online “People have always provided some issues, for example, how do we
newspapers, even though print still “Personally, I’ve witnessed ad revenue advertising is cheaper and more effi- content to and participated with sub-edit UGC?” says Rheeder.
accounts for the majority of a typical growth in both print and online. If a cient than print advertising, we may newspapers via letters to the editor, However, what is becoming very
paper’s ad revenues. Some experts print publication can offer a certain see an upswing in Internet advertising
for example. There are huge benefits clear is that younger readers, in partic-
believe that in the future, online sales niched readership that an advertiser during the economic downturn. “If
to this, such as that the content is rel- ular, who have grown up with new
will be made first with print ads wants to access, then the advertiser anything, in times of economic slow-
becoming the add-on buy in a reverse will look at that print publication,” down, companies will use the Internet evant and quite often it’s breaking media expect to be able to interact
of current models. says Matthew Buckland, GM of to optimise their business and transact news; and there is greater reach in with their favourite media. Newspapers
Publishing and Social Media, 24.com. even more,” says Buckland. terms of the staff. But the big question that don’t allow them to comment on
“It’s not all doom and gloom for print, Looking ahead, greater cooperation around UGC is the legal implications stories or write e-mails to the news
as this is happening now. While online is called for. “I would like to see a of incorporating it, especially in the staff will alienate these readers. “Most
“
advertising is growing rapidly, I don’t greater effort by the industry to case of users who use false identities,” newspapers straddle the continuum
I think the online see advertisers abandoning magazines respond proactively to the evolution says Francois Groepe, CEO, Media24. between the reader-driving and reader-
and newspapers in a hurry. If I were of online media. Search, for example,
advertising model could be running a big newspaper with strong and the migration of classifieds into
However, he stresses that UGC driven business models. On the one
might help newspapers to break news hand, the reader-driving strategy safe-
online and mobile sister brands, I the online space. We must reflect
optimised more: to some would be a very happy media owner,” more critically on what we can do,” sooner than their competitors. guards the key strength of the model:
he says. says Groepe. In fact, according to Deon du the credibility of the news product.
extent, as an industry, we As Francois Groepe, CEO, Buckland believes that media own- Plessis, publisher, the Daily Sun has But such papers are in danger of
Media24 points out; newspapers need ers locally and internationally should
have taken a traditional to stop selling their digital platforms as come together to create an online
separate offerings. “We need to sell advertising network that works across
advertising model and
“
total number of readers and remove brands and is contextually relevant. “I
the artificial disconnect between think the online advertising model User-generated content is about getting really
applied it to an online
environment with some
digital and print audiences.”
Sampson meanwhile, finds that the
advertisers who venture online are the
could be optimised more: to some
extent, as an industry, we have taken a
traditional advertising model and
exclusive content. The question is, are our media talk-
“
tweaks here and there. I
“ same advertisers who appear in the
newspapers, despite the fact that
online users are generally younger
applied it to an online environment
with some tweaks here and there. I
think it could work better,” he says.
ing to themselves without going to their readers?
think it could work better. than newspaper readers. There needs Through the use of Google AdSense
to be a shift towards a better fit, if and other contextual advertising purposely spent money making sure losing touch with readers and becom-
online advertising is to deliver results. models online publications could that it has an undercover person in ing irrelevant to their lives,” says
The basics apply equally to online monetise their international traffic as
every city in the country, feeding the Fergus Sampson, CEO: Emerging
However, there are questions about advertising as to any other format of well as their archived content.
news team titbits and providing tip- markets, Media24. A reader-driven
the effectiveness of advertising on advertising. “It’s about the message, “Content never dies online. It keeps
news websites. The World Association the design and how targeted the place- being accessed again and again, and offs. But the key here is the news model implies more of a two-way
of Newspapers’ report on the State of ment is. The message should be com- you can sell advertising revenue off it team, which decides what is truly communication stream between
The News Media 2008, says that pelling and relevant,” says Buckland. till the world ends,” says Buckland. newsworthy and relevant. newspapers and their readers, and it
online ads are becoming intrusive; “On its own, citizen journalism has incorporates their wants and interests.
furthermore, online shoppers are on little relevance unless checked by Yet Sampson stresses that this may
narrowly targeted buying missions a trained journalist,” says Willem diminish a newspaper’s credibility
and are therefore happier to search
e-commerce sites. Social networks: Pretorius, editor, Sondag.
UGC, in its modern form, involves
and independence. “While newspa-
pers are widely considered to hold
However, specialist companies are
starting to offer newspapers smarter newspapers’ new threat the use of user-generated video,
reporting and blogging, commentary
value and credibility, for many they
are also less exciting, more time-con-
advertising. NewspaperDirect, based
in Canada, offers SmartEdition Social networks are being touted as a major threat to newspapers, and photos. Some newspapers have suming, less flexible and not as easily
technology, which brings newspapers particularly when it comes to the youth markets. A Youth Media DNA begun actively incorporating UGC accessible as the electronic and online
Adget – an ad product that drives study, conducted by US-based research firm D-Code, found that social into their reporting, to make their media options.
transitions to the Web. The platform networks are replacing newspapers as disseminators of news (read the blogs readers feel more involved. In many “Newspapers must learn to walk
supports audio and video content, and at www.readershipinstitute.org for more info). And as these social networks cases, newspapers start out small, the line,” he says. In the USA, free
also offers ‘click-to-transact’ features. add news aggregator tools to their offerings, so the youth have even less inviting readers to post comments on daily, The Examiner, posted an ad
Basically, instead of readers having to
need to leave the social network to get the news. stories on their websites, for example. calling for freelance journalists and
click through an ad to the advertiser’s
“For newspapers, the rise of many social networks and community sites “User-generated content is about bloggers across the states to serve as
website they interact with the adver-
tiser’s microsite, which has been show that it won’t be enough to just deliver news,” says Jochen Dieckow, getting really exclusive content. The ‘examiners’ reporting on local news;
embedded in the ad. This allows the business and new media research, IFRA. “They have to put their content in question is, are our media talking to according to Newspaperinnovation.
reader to say, book a test drive, with- context with the interests of users and communities, and while this is some- themselves without going to their com, the ad explains that compensa-
out leaving the newspaper’s website. thing that many newspapers manage fine on printed paper, the digital world readers?” asks Lucille van Niekerk, tion for the role of ‘examiner’ is
Locally, Fergus Sampson, CEO: offers many new opportunities,” he says. Newspapers should try to independent media consultant. She based on page views and readership.
Emerging Markets, Media24, says that establish their own communities (virtual or real), suggests IFRA. believes that locally, newspapers And while there are questions around
online advertising has become a should be exploiting UGC as much the problems that such freelancers
as possible, and using reader interac- could cause (if they wrote very
tions to find out which stories and controversial posts, for example), this
topics they want to know more about. is surely a relevant way of including
Citizen journalism: huge returns

“Newspapers need to get more young more voices into a newspaper’s
people involved, people of different reporting.
races and genders,” she says. Locally, the Mail & Guardian has
From what we can gather, the local recognised that its readers want to
The World Association of Newspapers (WAN) found that citizen journalism has the following benefits:
market is willing to experiment more have a say, and according to editor,
It is free with UGC. Gavin Rheeder, market- Ferial Haffajee, the newspaper has
It sees trends and news that professional reporters might not; ing manager, Beeld says: “Beeld is seen incorporated this in a meaningful
Contributors love their topics and their reports; and as part of the Afrikaans community – way by bringing the best of their
It is a great way to reach new audiences. readers refer to it is my koerant [my Thoughtleader blogs into the newspaper;
newspaper], so they are comfortable it has also grown the opinion section
However, citizen journalists are not trained and as they are not formally employed by a newspaper, cannot be
sharing with the newspaper. The and the letters pages. “People got
relied on to plan a newspaper around. Stories are usually not balanced in their views.
Germany-based newspaper, Tide, is training its citizens in the use and handling of professional equipment, regional newspapers especially open tired of being spoken at by
ethical reporting, meeting and managing deadlines and so on, through a series of short courses. Editor of Tide, the doors for this interaction.” newspapers and this is an imperative
Werner Eggert, told the 15th World Editors Forum that these courses are training citizens that are now producing Yet the national newspapers are we must listen to with extreme care,”
1.5 hours of new video programmes per day, so it is delivering huge returns on a small investment. hesitant to open the floodgates. Firstly, says Haffajee.

24 • NEWSPAPER 10 • JULY/AUGUST 2008 Business/Technology News
Yahoo! and Google partner with newspapers Content for free

In 2007, The New York Times ended subscription charges for its website,
Newspaper companies in the US have despite having hundreds of thousands of subscribers, setting a new
partnered with Yahoo! in a deal that benchmark for newspapers worldwide. Subscription models are no longer
sees the Internet company sharing sustainable, especially since so much news is available free of charge
news content among the papers of this elsewhere. The thinking behind this move by The New York Times is that
Newspaper Consortium, and adding increases in traffic and ad revenues will compensate for the lost subscrip-
Yahoo’s search function to the sites. tion revenues, the World Association of Newspapers reports (The State of
According to the Yahoo website, the the News Media 2008).
strategic partnership was announced Locally, the Independent Newspapers and Media group is one of the
on 20 November 2006. A press release few newspaper groups locally that charges a subscription fee for news
issued by Yahoo! says that the aim of content online. According to sources at IOL (the online partner for the
the partnership is “to deliver search, Independent group), while IOL manages the websites, the newspapers
graphical and classified advertising to dictate the policies around subscriptions. Independent Newspapers
consumers in the communities where (30 July 2008) states that Yahoo! has within Google News in 42 editions and continues to generate substantial revenues from the subscriptions,
they live and work. Beginning with driven more than 100 million visits to Print Ads in the US market. Our rela- especially among ex-pat South Africans who are prepared to pay for access
recruitment advertising, the newspa- Newspaper Consortium websites. tionships with our newspapers partners to news from home, and this may explain why the group continues to
pers and Yahoo! HotJobs are bringing Editors quoted in the report say that are based on three key areas: driving charge subscriptions. Furthermore, until ad revenues on these websites
one of the largest online audiences, the Yahoo! placements drive steady traffic to their websites; deepening grow to sustainable levels, these sites will continue to depend on subscription
targeting capabilities, local expertise traffic and page views, and bring engagement on these websites by pro- fees for their income.
and advertising power to recruiters. In unique visitors to their websites. viding Google products and services,
addition, the consortium plans to Yahoo!’s reach through highly engaged and, monetising their websites through
work together to provide search,
content, and local applications across
communities (accounting for 78 per
cent of all Internet users in the US), is
our AdSense services,” explains Rob
Jonas, Google’s European Partnership
Who’s reading news online?
the newspapers’ websites”. not to be sniffed at. And Yahoo! Buzz, Lead Media and Publishing. Today, As one might imagine, the online news consumer is younger than the
The World Association of News- which distributes news content Google News includes over 1 000 print reader.
papers’ report on The State of The News according to user votes and popularity, sources across all languages. “We count “The online profiles are younger, but they don’t tend to stick. They do
Media 2008, expresses that the industry ensures that users are getting only the several South African newspapers as a lot of hopping and not many clicks on advertising,” says Willem
hopes that this partnership will gener- most relevant content. our partners,” says Jonas. “We maintain Pretorius, editor, Sondag. This younger market wants to consume news in
new ways, through video, photo and blogs.
ate as much as 10 to 20 per cent in Google has been working with news- an internal review team that evaluates
Other newspapers are finding that their websites are attracting broader
online advertising because it will make papers since 2004, when it started pro- requests to add new news organisations readerships than their print titles. “At the M&G, the online version
the process of buying and placing ads viding AdSense services to the online and then periodically reviews the attracts a bigger, broader readership than the newspaper, which is
much easier. properties of newspapers. “Since this sources included in Google News to published weekly and is niched. Then of course, any online brand is not
And it seems to be working. A time, our relationship has expanded to ensure they meet our criteria as news confined by geographic boundaries like many print publications and
report on the Yahoo! Finance website diverse areas such as their inclusion organisations.” attracts a worldwide readership,” says Matthew Buckland, GM of
Publishing and Social Media for 24.com (former GM: M&G online).
Essential features for a news site V2.0

Competition an issue
Hello Computer’s top tips for a web 2.0 news site: very own using the resources from the main site. This
1. Visual hierarchy – Are the news headlines still taking way you are more likely to return. Jobs for Africa, a jobs classifieds weekly newspaper, was launched in July
2007 in KwaZulu-Natal offering the rural market access to job classifieds
prime position? Don’t forget why people have navigated 4. Site registration – this is often a prerequisite and
for R5. But the paper was short lived (it closed at the end of August).
to your site in the first place, it’s all about news, after all. desired by news-hungry viewers. It enables any According to publisher, Gordon Smith, this was because a national press
2. User accessibility – sites like the BBC’s offer a perfect visitor to comment on or debate a news story as well group had taken anti-competition action against the publication. He says
example of this. If you’re in the UK you can access the as engage with other members online – also building that while he tried to partner with a national paper initially, he found no
high-res version of the site, however, for those living in communities. takers. Advertisers had initially been hesitant to advertise in the paper,
Africa, a handy little button allows you to switch to a 5. Local features – basic local facts like weather, preferring to ‘wait and see’ what the market response would be. Some
more basic HTML low-res alternative. This could be favourite sports team results and news stories can had indeed tested the paper and had a positive response from this market.
improved by allowing the user to control the font size – contribute to making your site more relevant to the Smith believes that had this paper not been shut down it would have
some of the older generation who are swapping from target audience. continued to see major growth; he points to the unaudited circulation
figure of almost 5 000 per issue. “We targeted the market correctly. These
paper to digital would be impressed. 6. Interactivity – crosswords and Suduko also help to
are people living in smaller towns looking for permanent jobs in the
3. Individual customisation – users can manage their own engage with visitors. They need not lie only in printed cities, but with little access to jobs”. The paper was made available at
version of the news site to feed them information they’ve versions of the newspaper, often those readers also access cafes, supermarkets, spazas and street vendors in both smaller cities and
shown an interest in. In essence, it’s a .com page of your online versions. townships across KwaZulu-Natal.

E-Readers not the future of New measurement rules

Not everyone who reads the news whether it is found to be informative
newspaper reading... yet

does so in print anymore, so how or inspirational; and whether it is
should newspapers be measuring found to be relaxing and entertaining.
their audiences and their reach?
Unique users per month is one
E-paper is being touted as the solu- means that for the average South measure that has been used to
tion to the environmental impact
that newspaper production and dis-
tribution is having. It also has appeal
as a new media gadget in an age that
finds the number of newspaper
African the product is out of reach.
However, some believe that these
devices will eventually take hold of
the market, thereby opening up new
ways for consumers to read their
determine Web traffic, as is time spent
on the site. But, as the World
Association of Newspapers points
out, these measures may not be
sufficient when comparing Web traf-
“ Engagement and inter-
action with content is going
to become a more signifi-
readers getting their news online, news. fic to print circulations. As it states in
cant measure than simply
climbing. Geoff Cohen, general manager: its report (The State of the News Media
“I am a board member of the News24, says that the Kindle is see- 2008), a visit or several to a website the number of people who
World Editors Forum and am ing positive sales figured abroad. “If (for free) in a month is not compara-
amazed to see how new technolo- this continues, you may well find ble to the purchase of a single day’s happen across a website or
gies co-exist with newspapers in
most regions of the world. I think
our challenge in SA is to integrate
this becoming the device that trans-
forms news consumption,” he says.
Although the device would need to
environmentally friendly way of
reading books, news and docu-
ments. “We have established a three
issue in print. Likewise, the 43
minutes that are spent on average per
month on news sites translates to just
“
happen to page through a
our newsrooms, ensure the quality become commoditise, and its prices year executive programme, ‘eNews’, one and a half minutes a day – while a newspaper.
of online journalism and lobby the would need to come down before it where innovative newspaper pub- typical newspaper reader spends
government for cheaper, faster is adopted to any great extent. lishers from all over the world 40 minutes a day reading their
broadband access,” says Ferial “Nonetheless, newspapers here explore the business opportunities daily newspaper.
Haffajee, editor, Mail & Guardian. should be developing subscriber that the e-reading market offers,” New forms of measurement are As advertisers demand greater
However, there remain questions deals, which give the reader the says Reiner Mittelbach, CEO, IFRA. emerging across the globe. accountability, these measures are
around how electronic waste will be device for free. The technology is “The programme looks at the mar- Scarborough Research measures going to fall short. Engagement and
handled and whether it can be recy- improving, and readers are saying ket not only from the technological how many adults look at either print or interaction with content is going to
cled efficiently without further envi- that they want to use it. There are perspective, but also focuses on the online editions at least once in the become a more significant measure
ronmental impact. Then there is the huge opportunities here,” says consumer side and their acceptance course of a week, while in the USA, the than simply the number of people
issue of cost. Currently, devices such Lucille van Niekerk, independent and needs concerning e-reading. In ABC Audience FAX reports, measure who happen across a website or hap-
as the Amazon Kindle cost between media consultant. light of this we have recently com- the audiences coming onto the site and pen to page through a newspaper.
pleted focus group tests in various reading the newspaper in the course of Digital technology is making it possi-
“
regions around the globe.” a month rather than a week. ble to track not only who reads what
While books are the forerunners in the e-reading
IFRA’s experts believe that the The Guardian News and Media news stories online, but how long
market, newspapers have to start thinking of how e-reader market is becoming a real group in the UK, has developed a new they spent reading them, what else
“
these devices can become a part of the potential
market, and not just a hypothesis.
Several newspapers are running
pilot tests on specially designed e-
measurement tool, which allows
agencies to measure reader engage-
ment. ‘Engagement’, as this research is
they read regularly and which ads or
items they clicked on. So it might be
possible to describe this reader more
distribution channel readers (or existing devices, such as called, zooms in on media engage- extensively. However, while newspa-
the Amazon Kindle). “Currently the ment, advertising management and pers will report that the retailers who
US$350 and $400 (around R3 000). IFRA (a global research and serv- US market is leading; however, we brand engagement. According to the advertise on their pages will see an
Coupled with the fact that it relies ice organisation for the news pub- expect that other markets, especially Guardian’s website (www.guardian. increase in foot traffic through their
on an Internet connection, this lishing industry, with headquarters in Europe and Asia, will follow,” says co.uk), this reveals what drives news- stores as a direct result of their ads, the
in Germany) is organising an inter- Jochen Dieckow, business and new paper media engagement, and proves newspaper itself cannot say for sure
national e-reading conference in media research, IFRA. Says Manfred the link between media engagement what the demographics of the sports
September 2008 in Paris, to help Werfel, research director and deputy and advertising engagement; media section are, for example.
newspaper companies make the best CEO of the IFRA: “It is not a mass agencies and planners can therefore Most measurement tools and
of electronic mobile devices’ poten- market yet, but the use feedback is evaluate titles on quality and also surveys don’t include search advertising
tial; the conference gives an positive and e-reading is not purely quantity of contacts. Readers can also yet, and some experts believe this is a
overview of technologies and dis- an academic topic anymore”. While be profiled according to levels of sign that companies are not keeping
cusses the opportunities for publish- books are the forerunners in the e- engagement. This research finds that up with the digital explosion.
ers to be part of the emerging reading market, newspapers have to the following are drivers of engage- As online video becomes more
e-reading world. IFRA believes that start thinking of how these devices ment: loyalty or emotional attachment popular and more mainstream,
in a few years there will be a grow- can become a part of the potential to the newspaper; regularity of read- there are questions about whether
ing market for this convenient and distribution channel, he says. ing; time spent with the newspaper; measurement will keep up.

26 • NEWSPAPER 10 • JULY/AUGUST 2008 TV guide
*All figures quoted SAARF AMPS 2007B
Channel Dailies:
06:00 Business Day 09:30 Daily News 13:00 Witness 17:00 Cape Son (Mon-Fri)
Ave HH Income: R20 699 Ave HH Income: 13 654 Ave HH Income: R11 386 Ave HH Income: R8 715
Ave Age: 40 Ave Age: 41 Ave Age: 39 Ave Age: 38
AIR Readership: 0.5 % AIR Readership: 0.4 % AIR Readership: 0.6 %
AIR Readership: 1 %
Readers per copy: 4 Readers per copy: 5.3 Supplements:
Supplements: Readers per copy: 5.9
Supplements: • Motoring
• Appointments Supplements:
• Motoring
• Management Review • Independent Motoring
• Life Magazine 17:30 Sowetan
• HomeFront • Matric Q&A Ave HH Income: R7 989
• Motor News Ave Age: 36
• Matric Matters 13:30 Die Burger
• The Tourist
• Tonight Ave HH Income: R11 097 AIR Readership: 6.6 %
• Wanted
• Workplace Ave Age: 43 Readers per copy: 14.5
• The Golfer
AIR Readership: 1.4 % Supplements:
• Business Law and Tax Review • Race Goer
• Health News • Sports Voltage
• Home Improvers Readers per copy: 4.8
• SA Exporter • Sowetan Job Market
• Learn Supplements:
• Art • Sowetan Travel
• Tuinroete Burger
• Road Rave
10:00 The Star • Sake24
07:00 Beeld • Happy People
• Sport-Burger
Ave HH Income: R15 926 Ave HH Income: R13 557 • Time Out
Ave Age: 44 • Buite Burger
Ave Age: 38 • Sowetan Education
AIR Readership: 1.8 % • Die Burger-Motors/Wheels/Wiele
AIR Readership: 3.4 %
Readers per copy: 5.3 • Leefstyl 18:30 Daily Voice
Supplements: Readers per copy: 6.2 • LanbouBurger/Agri Nuus Ave HH Income: R7 507
• Sport Beeld Supplements: • Jip Ave Age: 37
• Sake24 • Motoring • Beroepe/Careers AIR Readership: 1.6 %
• Kampus Beeld • Travel
• Motor Beeld 14:00 Cape Times
• Tonight 19:00 Daily Dispatch
• Stylplus
• Workplace Ave HH Income: R10 964 Ave HH Income: R7 230
• Jip
Ave Age: 43 Ave Age: 37
• Beroepe/Careers • Business Report
• Huisgids AIR Readership: 1 % AIR Readership: 0.8 %
• Verve
• Tswane-Beeld Readers per copy: 6 Readers per copy: 8
• Oos-Beeld Supplements: Supplements:
11:00 Pretoria News
• Mpumalanga-Beeld • Career Times • Indabazethu
Ave HH Income: R12 661
• Noordwes-Beeld • Property Times
• Wes-Beeld Ave Age: 37 • Drive Times 20:00 D.F. Advertiser
• Plus AIR Readership: 0.8 % • Top of the Times Ave HH Income: R6 283
Readers per copy: 8.7 • Techno Times Ave Age: 41
08:00 The Citizen AIR Readership: 0.2 %
Supplements: • Business Report
Ave HH Income: R13 944 Readers per copy: 6.5
Ave Age: 40 • Motoring
16:00 Cape Argus Supplements:
AIR Readership: 1.9 % • Tonight
Ave HH Income: R10 269 • Leisure Guide
Readers per copy: 8.1 • Business Report
Ave Age: 43 • DFA Motoring
Supplements: • Workplace
• Citizen Business AIR Readership: 1.1 %
• Football 21:30 Isolezwe
• Vibe Readers per copy: 4.6
• CitiMotoring • Shoot Ave HH Income: R6 146
Supplements:
• Citizen Racing Express • Verve Ave Age: 32
• Jobshop
• Hammer and Gavel AIR Readership: 2.3 %
• Tonight
• Trucking and Transport 12:00 Die Volksblad Readers per copy: 7.3
• Property
• Citigaming Supplements:
Ave HH Income: R12 272 • Travel
• Citibike • Study Mate
• CitiCollege Ave Age: 45 • Good Weekend
• Ezezimoto
• Destinations AIR Readership: 0.4 % • Motoring • Recruitment
• Health Readers per copy: 4.6
Supplements: 16:30 The Herald 22:00 Daily Sun
08:30 The Mercury Ave HH Income: R10 122
• Joernaal Ave HH Income: R6 019
Ave HH Income: R13 905 Ave Age: 39
• Sake-Volksbald Ave Age: 35
Ave Age: 43 AIR Readership: 0.7 % AIR Readership: 15.3 %
AIR Readership: 0.6 % • Motor-Volksblad-Motor
Readers per copy: 7.8 Readers per copy: 9.5
Readers per copy: 4.8 • Jip Supplements: Supplements:
Supplements:
• Jou Geldsake • Motoring • SunMoney
• Challenger
• Independent Motoring • Bonus-Volksblad • Matric Guide • SunWheels
• Business Report • Landbou-Volksblad • La Femme • SunMentorships
• Jobfinder • Beroepe/Careers • TGIF – Entertainment • SunBuzz

TV guide NEWSPAPER 10 • JULY/AUGUST 2008 • 27
Channel Weeklies:
07:00 Mail & Guardian 09:00 Post AIR Readership: 1.7 % 19:00 Soccer Laduma
Ave HH Income: R14 633 Ave HH Income: R12 283 Supplements: Ave HH Income: R5 849
Ave Age: 38 Ave Age: 39 • Motoring Ave Age: 31
AIR Readership: 1.5 % AIR Readership: 7 %
Readers per copy: 6.4 18:00 City Press
Readers per copy: 9.6 Supplements: Readers per copy: 6.7
Supplements: • Bollymania
Ave Age: 36
• The Teacher • Recruitment 20:00 Umafrika
• M&G Friday Ave HH Income: R5 711
11:00 Son (Fri) (All provinces excl. Readers per copy: 13.5
• Campus Times Western Cape) Ave Age: 36
Supplements:
• The Healthcare Journal Ave HH Income: R9 537 AIR Readership: 0.4 %
• Money and Investing
• Traders African Business Journal Ave Age: 37 • Pulse Readers per copy: 4.4
Channel Weekend:
06:00 Naweek Beeld 14:30 Sunday Independent 18:30 Rapport 21:00 Weekend Argus: Saturday Edition
Ave HH Income: R14 498 Ave HH Income: R13 870 Ave HH Income: R12 462 Ave HH Income: R10 898
Ave Age: 43 Ave Age: 40 Ave Age: 43 Ave Age: 44
AIR Readership: 1.2 % AIR Readership: 0.9 % AIR Readership: 5.2 % AIR Readership: 0.9 %
Readers per copy: 4.3 Readers per copy: 6.2 Readers per copy: 5.2 Readers per copy: 4.3
Supplements: Supplements: Supplements: Supplements:
• Sunday Life • Sake-Rapport • Good Weekend
• Sake-Beeld
• Sunday Drive • Rapport-TYDskrif • Travel
• Jou Geldsake
• Business Report • Tegno • Property
• Sport-Beeld
• Vakansiegids • Jellybean Journal
• By 15:30 Independent on Sat • Kaap Rapport
• Reis • Business Report
• Plus Ave Age: 43 19:00 Pretoria News Saturday • Recruitment
AIR Readership: 0.5 % Ave HH Income: R11 642
21:30 Weekend Argus: Sunday Edition
07:00 Volksblad Saterdag Readers per copy: 2.9 Ave Age: 35
Ave HH Income: R7 751 Supplements: AIR Readership: 0.5 %
• Recruitment Readers per copy: 9.8 Ave Age: 42
Ave Age: 39
Supplements: AIR Readership: 0.9 %
16:30 The Weekender • Travel Readers per copy: 7.8
Readers per copy: 9
Ave HH Income: R13 408 • Personal Finance
Supplements:
Ave Age: 43 22:0 Citizen Weekend Edition
• Sake-Volksblad
AIR Readership: 0.2 % 19:30 Weekend Post Ave HH Income: R10 590
• By Readers per copy: 6 Ave HH Income: R11 607 Ave Age: 38
Supplements: Ave Age: 42 AIR Readership: 1.8 %
08:00 Saturday Dispatch
• Travel and Food Journal AIR Readership: 0.5 % Readers per copy: 9.9
Ave HH Income: R7 119 Readers per copy: 5.3
Ave Age: 35 17:00 Saturday Star Supplements: 23:00 Die Burger Saterdag
AIR Readership: 0.5 % Ave HH Income: R13 245 • My Weekend Ave HH Income: R10 305
Readers per copy: 6.1 Ave Age: 39 Ave Age: 41
AIR Readership: 1.9 % 20:00 The Weekend Witness AIR Readership: 2 %
09:00 Naweek Son (Kaap) Readers per copy: 4.3 Ave HH Income: R11 126
Readers per copy: 5.9
Ave HH Income: R7 042 Supplements: Ave Age: 39
Supplements:
Ave Age: 37 • Travel AIR Readership: 0.3 %
• Sake-Burger
AIR Readership: 2 % • WeekendWheels Readers per copy: 3.5
• Jou Geldsake
• 48Hours Supplements:
• Sport-Burger
12:00 Sunday Sun • Travel • Motoring Witness
• Naweek Joernaal
• Property Guide • Weekend Witness Property
Ave HH Income: R6 915 • By Link
• Personal Finance
Ave Age: 34 20:30 Sunday Times
AIR Readership: 9.1 % 18:00 Sunday Tribune Ave HH Income: R11 061 23:30 Sunday World
Readers per copy: 14.2 Ave HH Income: R12 867 Ave Age: 38 Ave HH Income: R9 064
Ave Age: 41 AIR Readership: 12.3 % Ave Age: 34
13:00 Ilanga Lange Sonto AIR Readership: 2.1 % Readers per copy: 7.6 AIR Readership: 4.7 %
Ave HH Income: R5 768 Readers per copy: 6 Supplements: Readers per copy: 7.4
Ave Age: 30 Supplements: • ReadRight Supplements:
AIR Readership: 1.8 % • Sunday Travel • Lifestyle • World Traveller
Readers per copy: 7 • Ingear • Sunday Times magazine • World on Wheels
Supplements: • Business Report • Business Times • World of Jobs
• Vacancies • Recruitment • SoccerLife & Sport • Shwashwi

28 • NEWSPAPER 10 • JULY/AUGUST 2008 Travel & Books
EVENTS
devices for books, news and docu- 15-16 October 2008 Newspaper media and retail NEXPO 09
ments. Publishers need to explore Amsterdam, The Netherlands executives have an opportunity to Las Vegas
the business opportunities in this www.wan-press.org/digi- communicate about strategies, 9-11 March 2009
new distribution channel. tal2008/home.php products and processes which www.nexpo.com
The World Digital Publishing achieve the goals of retailers. NEXPO, hosted by the Newspaper
Africa INMA Europe Conference Conference & Expo is the premier The forum’s purpose is to showcase Association of America, is the
4th Global WACC Congress on Vienna, Austria event to learn about tried and test- best practices, provide industry largest annual newspaper exhibi-
Communication 1-4 October 2008 ed revenue-making strategies, win- highlights and future opportunities tion and conference in the world.
Cape Town www.inma.org/2008-vienna.cfm ning editorial solutions and for both newspaper and retailer
6-10 October 2008 A host of international speakers resource management. media executives. The goal is to NAA 2009 Annual Convention
www.waccglobal.info will share best practices, strategies, positively impact newspaper San Diego, California
Communicators and media and learnings on subjects ranging IFRA Expo 2008 companies’ market share from 5-7 April 2009
activists committed to promoting a from multiplatform audience devel- Amsterdam, Netherlands local, regional and national retailers www.naa.org
culture of peace are invited to par- opment to brand growth and 27-30 October 2008 and their agencies. This event is designed to provide
ticipate in this year’s congress. The advertising excellence. www.ifraexpo.com education, networking, innovation
theme of the fourth global congress Under the theme ‘Get the Big NNA’s 122nd Annual and solutions to help publishers
on communication organised by IFRA The Future of News Picture!’ this year’s IFRA Expo Convention and Trade Show and other senior level executives in
WACC is ‘Communication is Publishing presents products and services for Twin Cities, Minnesota the media industry navigate the
Peace: Building viable communities’. Rome, Italy the media industry and is vital for 25-28 September 2008 challenges and opportunities for
The five-day event will focus on: 9-10 October 2008 newspaper people. This is the only national conven- today and tomorrow.
Communication rights www.iafra.com tion and trade show devoted to the
Media and gender justice
The most recent developments in IFRA Beyond the Printed Word challenges, opportunities and INMA World Congress, Miami
Power, conflict and peace:
the news publishing industry and - 16th World Digital Publishing shared experiences of community 13-15 May 2009
Telling the story their impact on business models, Conference newspaper management. www.inma.org
New communication and infor-
strategies and tactics of media Budapest, Hungary This is INMA’s premier conference
mation technologies and peace houses. Topics to be discussed 20-21 November 2008 NMA Strategic Marketing and and all newspaper marketing exec-
Europe include the future of the newspa- This established event presents the Innovation Summit utives are invited.
IFRA International E-Reading per business; extending the portfo- latest trends in the digital newspa- Chicago
Conference lio from print to digital and per business, case studies and a 15-17 October 2008 Asia
Paris, France beyond; and developing new(s) truly global overview. www.inma.org/chicago/home.cfm 62nd World Newspaper Congress
18-19 September 2008 products. This three-day event holds a 22-25 March 2009
www.ifra.com US wealth of programming for market- Hyderabad, India
With new technological advances, WAN 3rd World Digital 2008 Retail Advertising Forum ing and advertising executives as www.wanindia2009.com
the newspaper industry could ben- Publishing Conference & Expo Dallas, Texas well as executive and managing The ultimate conference for news-
efit from the development of thin – ‘The Digital Revenue Gold 21-23 September 2008 editors looking for new ideas to paper owners, managers, editors
and flexible electronic reading Mine’ www.naa.org implement within their companies. and service providers.
Book Corner
Upcoming Headless Body in Topless Bar: The Best Headlines from
Pulling Newspapers Apart: Analysing Print Journalism America’s Favorite Newspaper
by Bob Franklin (Editor) by New York Post
Routledge HarperEntertainment
Launch date: 31 January 2009 See review on the Marketing Mix website.
This book explores contemporary UK national and
local newspapers at a time when some are announcing The Big Switch: Rewiring the World, from Edison
the industry’s end. to Google
By Nicholas Carr
Best of Newspaper Design W. W. Norton
29: v. 29 Carr argues that publishing will disappear at the hands of
by Society for News Design ‘crowdsourcing’. The book is hailed by critics and readers alike.
(Society for News Design)
Launch date: 1 October 2008 Groundswell: Winning in a World Transformed by Social
This is the latest in Rockport’s books featuring the Technologies
best entries from the Society for News Design’s 2007 By Charlene Li and Josh Bernoff
competition. Harvard Business School Press
The authors describe how to turn
Available now the threat of social media into an opportunity. Marketing and
Readership 101: How to Get More People media gurus love this book.
Reading Your Newspaper
by Randy Craig Always On: Advertising, Marketing, and Media in an Era of
Marion Street Press Inc. Consumer Control
Craig demonstrates how to compete for reader By Christopher Volmer
attention and to keep people reading newspa- McGraw-Hill; 1st edition
pers. Volmer says that the age of consumer-centric marketing and
advertising offers huge potential for those that get it right and offers
The Newspaper Designer’s Handbook to show the way. In the book, there are tips on leading strategies from
by Tim Harrower those who’ve got it right, how to match messages to the right media,
McGraw-Hill Higher Education; how to engage customers on their terms and how to track advertising
6th edition spending shifts.
This is a guide to newspaper design from page
layout to infographics. This book is great for Our Dumb World: The Onion’s Atlas of the Planet Earth, 73rd
both students and professionals. Edition
By The Onion
Paper Tiger: An Old Sportswriter’s Little, Brown and Company
Reminiscences of People, Newspapers, War If you love The Onion, you’ll love this new offering
and Work
by Stanley Woodward Print Is Dead: Books in our Digital Age
University of Nebraska Press By Jeff Gomez
Stanley Woodward was considered one of the Macmillan
world’s best sports journalists. This is his story. Gomez tells readers to not only embrace the digital world but to drive
it, and shows you how.

30 • NEWSPAPER 10 • JULY/AUGUST 2008 Youth News
Youth Elusive youth challenge newspapers

In developed countries, the Web gen- Beeld and Jip) as separate products and weekly supplements that are The youth is an elusive market,
eration (16-24) is increasingly con-
suming digital media (social net-
works, online TV and video, blogs,
cellphone or mobile media, etc).
What’s more, they are less likely to
with specific strategies. They are dis-
tributed at schools and endorsed by
local rock bands; promotional road
shows take these newspapers to
schools across the country.
edited by teenagers. “A lot is also
being done to attract them online.
The challenge is to capture their
attention at a young age and get them
to become news readers. For in-depth
given that it tends towards new
media and worldwide trends find
that they are spending ever less
time with traditional media. This
is a market that reads its news
“ As newspapers,
we can only hope that
“
they will find benefit in
get their news from traditional news- Newspaper groups are challenged news, they do turn to newspapers,” online, and gets its news through
our brands.
papers, especially dailies. in the implementation of these strate- says Pretorius. platforms other than the newspaper.
This spells trouble for those news- gies, especially where editorial teams Ferial Haffajee, editor, Mail & Locally, newspapers are focusing
papers that have not yet invested in lack the skills and expertise to under- Guardian, believes that there is still on the youth as their future readers. Strategies are being put into
the media platforms and strategies stand, incorporate and maximise substantial interest by young people in place to attract young readers, and these include the development of
that will engage these markets. them. Lucille van Niekerk, inde- newspapers. “This is certainly our supplements and sections aimed at younger readers, and joint ventured
“Everyone seeks to capture the youth pendent media consultant, believes experience on the newspaper where with entertainment platforms (such as concerts, etc).
market while we know that the real that as long as the editorial decision- our readership has grown overall but However, there are challenges around this. Geoff Cohen, general
disposable income stays with the over makers work separately from the in wonderful ways among younger manager: News24, quotes Guy Berger (Head of the school of
30s. The challenge is to engage the marketing and positioning specialists, readers. Our challenge now is to inte- Journalism and Media Studies at Rhodes University), who says that the
youth so that they will move on to and the youth specialists, newspapers grate our model of journalism across youth believe that if the news is important, it will come to them and they
our products later on. The challenge will not evolve a more effective youth both online and print to ensure that won’t have to go out to get it. “As newspapers, we can only hope that they
is also to address the short attention strategy successfully. “We’re looking we grow both at the same time and will find benefit in our brands,” says Cohen. Targeting the youth market
span of the young and mobile audi- at changing the structures at person- run out of an integrated newsroom. It is tricky. “Treating an age group across race and economic status as
ence,” says Willem Pretorius, editor, nel level to get it right,” says Rheeder. is the way of the future,” says Haffajee. homogeneous is a challenge,” he says.
Sondag. He also views exploring new The belief is that the youth move Some newspapers are lucky to have The director of World Association of Newspapers Young Readership
platforms that will engage the youth to newspapers as they grow older and a strong profile in the youth market. Development, Aralynn McMane, gave a few tips to inspire a more
markets without estranging the older, that they are a life-stage read. But that “Tabloid newspapers like the Daily engaged relationship with the youth at the 15th World Editors Forum.
Sun, Sunday Sun, Son and Isolezwe, Newspapers should give young people a chance to be reporters (locally,
attract substantial numbers of young The Times and Beeld are among the newspapers that have implemented
people. One third of the 4.8 million this). Newspapers should start recycling schemes and involve the youth
Daily Sun readers, for example, are in them. Newspapers should also seek to involve young people through
between the ages of 16 and 24,” says technology. “I don’t think any traditional print brands are doing a good
Fergus Sampson, GM, Daily Sun. job of marketing themselves on accessible platforms for the youth. They
The paper was also chosen as the are good for educational purposes, but even where they do target the
‘coolest’ daily newspaper in the youth, I suspect they are read by adults anyway,” says Cohen. That said,
recent Sunday Times Generation Next there is just not enough information about the youth market and its
survey, although publisher Deon du news/media consumption habits for newspapers to really make inroads
Plessis says that this was not the result into this.
of the paper’s intentional aiming at
this market. “That we were voted
cool is a comfort, but this market
needs a whole new effort from us. Youngsters get news
The Times, for example, is being very
clever with its classifieds; if you are a
young person looking for work you
from mixed sources
will read The Times,” says du Plessis. According to reports on New Media Age (www.nma.co.uk, 29 July
He goes on to say that the Daily 2008), company Q Research in the UK has found that 11-25 year olds
Sun has created a reading habit get their news from TV, newspapers, news websites and radio. Almost
among its target market and a lot of three quarters want to know the news.
these readers are young. “Their kids Older respondents were more likely to use digital media for their
are going to become Sun readers news. TV is the top choice for all the age groups tested; the older group
before becoming astral travellers,” he (aged 21-25) are most likely to use newspapers’ websites. Young
says. “Those kids are growing up men are more likely to get the news via their cellphones, while young
with mobile phones and their brand women appear to be more attracted to traditional media.
awareness is staggering. So I think we
will have to expand our Sun Life sec-
tion and make it more brand driven”.
Du Plessis also says that in spite of
the strong profile that his paper has
as a print title, he is aware of the need
How the youth get the news
to develop digital platforms to
wealthier markets as a challenge. only gives newspapers more reason to build relationships with his younger A Forrester Research report, Which Magazines and Newspapers
Beeld is taking steps to develop a develop those offerings that would readers. Generations are Reading, 2007 found that Gen Yers (18-27) spend 1.2
relationship with the youth markets. entice these readers while they are And certainly, targeting the youth hours each week reading print newspapers; for Gen Xers (28-41), the
“We try to have lots of interaction young, and thereby create a relation- through ‘cool’ channels of communi- figure is 1.7 hours. Compare this to the Younger Boomers (45-51) and
with new media platforms,” says ship with them that will ensure their cation is key. “Some European news- Older Boomers (52-62), who spend between 2.7 and 4 hours a week
Gavin Rheeder, marketing manager. transition to their favourite newspa- papers have great success with week- reading newspapers.
“We’re looking at having a presence per as they grow older. end party photos taken in discos and Compare this to the amount of time spent using the Internet for per-
on YouTube and Facebook, and so on. “Young people want to be taken at public parties, which are published sonal reasons. Gen Yers and Gen Xers spend 8.1 hours and 6.6 hours
We recently put Jip [the youth sup- seriously and not want to be treated as in print and online straight away,” online respectively, while Younger Boomers and Older Boomers spend
plement] on Facebook, but it’s not ‘adults before their time’”, says Reiner says Mittelbach. This is a simple 5.3 hours and 5.1 hours online respectively.
serious yet,” he says. He points to the Mittelbach, CEO, IFRA. “This is a strategy, which can have great impact What this indicates is that the younger generations are reading sub-
newspaper’s increasing interaction major approach that newspapers among the youth market. stantially less print news than the older generations, but are spending
with TV and radio, which is also should also embrace. Taking young “I think that a newspaper which more time online.
strengthening its foothold in youth consumers seriously; employing targets older readers will lose its The study also found that across the generations local newspapers
markets. “Jip TV, as well as the joint young reporters and editors to write younger audience, but I don’t believe are subscribed to most often or most likely to be read regularly.
features with channel MK89, for for a young consumership. They that the converse is true,” says Ray Another study (The Fragmentation of Yesterday’s Newspaper, 13 June
example, are the result of our aware- know best what young people want to Hartley, editor, The Times. “We are not 2008) finds that Gen Y leads in terms of content personalisation/RSS
ness of the media that this market read and what young people want to targeting young readers so much use. Almost 60 per cent of Gen Yers read personalised content on a por-
uses. There are budget constraints be involved in, and they want to have as the changing expectations that tal site, such as My Yahoo! or an RSS reader like FeedBurner.
that limit how much we can do to a voice in the publication,” he says. newspaper readers have. They want In terms of preferred or most popular content viewed or read, current
target this market, but we’re enjoying Pretorius points to the products interactivity and multimedia. This is news, entertainment/celeb news and sports rank highest. Furthermore,
a lot of successes,” says Rheeder. (get that Media24 has created to attract not only true of younger readers but seven in 10 Gen Yers read blogs; 12 per cent read blogs daily, 23 per cent
figures). In targeting the youth, Beeld the youth, including classroom news- also of older readers who are frequently weekly and 16 per cent read monthly. Again, news, entertainment and
treats its youth products (Kampus papers (developed with educators) online,” he says. politics top the list of content or topics that are read in blogs.

Crossword, Weather, Horoscopes NEWSPAPER 10 • JULY/AUGUST 2008 • 31
The Headbanger Stumper
Crossword Clues
ACROSS DOWN
2. Fired Sunday Times columnist 1. Rupert Murdoch’s stock exchange
3. SA’s biggest football paper purchase
4. World’s biggest selling newspaper 3. UK Sunday paper gone full colour
10. Body representing over 700 5. City Press’s celebrated editor
newspapers in SA 6. Manhattan’s daily
12. UK's weekend rag 7. KZN's temperature raising paper
14. Business Day’s niche weekend paper 8. WAN held its annual 2008
16. SA’s biggest selling daily conference in this city
20. SA’s first multimedia daily 9. City where fake ads caused an uproar
21. Beeld's youth supplement 11. Country with the best press freedom
22. One of the biggest selling newspaper 13. World Association of Newspapers
in the US 15. Clark Kent is a journalist here
23. Iranian newspaper closed down for 17. Watergate journos
‘homosexual’ interview 18. Sweden’s global freebie
25. Afrikaans tabloid that closed 19. Sunday Afrikaans tabloid
Gauteng and Free State editions in 24. Google’s newspaper remedy
February 28. Country with the worst press
26. SA’s oldest newspaper that freedom
underwent a facelift last year 31. SA’s annual newspaper awards
27. Business Times editor 34. Indian daily from the Daily Mail
29. Mobile provider offering SMS stable
newspaper function 35. SA’s Indian newspaper
30. Collective name for Soweto’s
community papers
32. Daily Sun’s soccer cartoon
33. Pink paper launched in Abu Dhabi
36. Friday’s intellectual read
37. The cyclist's newspaper
38. SA’s only female newspaper editor
39. Independent’s Zulu Sunday paper
40. A gem of a newspaper
41. Common name for a digital news
reader
Weather Report
Daily forecast:
Stormy weather over the Western Cape and Gauteng. The rest of the country can
expect fair weather with a few isolated showers.
Weekly forecast:
Clear sunny skies for most of the country. The Free State may see a few hailstorms
with Gauteng experiencing a few light showers.
Weekend forecast:
Gloriously hot and sunny across the country with a few isolated cloud patches.
Virgo: Your attention to the smaller details of the mobile platform you are Pisces: Shorter news stories, please. Nobody has the time (or the attention
launching will pay off in the long run. Short term, this will feel like an uphill span) anymore to really get through an entire feature article decked in waffle
climb of the worst kind, but if you focus on producing really clever content, and ruffles, and superfluous sentences.
you will see returns.
Aries: You are reporting great circulations, hence advertisers are confident that they
Libra: Boy, have you hit the big time. Your paper is making it through the should be spending with you. But what they don’t know is that there is a discrepancy?
security guards and boomed off suburbs right into the hands of Yuppie-land’s in your PMIEs and third-party bulk sales. It’s time to confront the unsavoury char-
shopaholics. Your new distribution system is paying off, as are the branded acter that heads the circulations department before someone finds you out.
newspaper stands.
Taurus: Your outdated, old-school advertising formats are the reason for
Scorpio: Somewhere in the transition from old-school newspaper to new- your poor performance lately. Maybe you should start investigating new ad
age tabloid, your paper took a turn towards sleaze. Find your way back to the shapes and formats. Perhaps you should add sampling to the list of options
real news and find a way to blend this with celebville happenings. open to your advertisers.
Sagittarius: An integrated newsroom is carrying your newspaper forward Gemini: You haven’t quite decided if you should hire that young hot shot to
with content and platforms that are enthralling readers. The question is: why head your new media newsroom. But look at it this way: he knows what Plaxo,
are you still charging subscription fees online? Thanks to Google, your readers Twitter, Facebook and Flickr are. And you don’t.
can find the same news stories for free on your competitor’s website.
Cancer: Your recently launched magazine is a fine effort towards capturing
Capricorn: Stop fretting about the declining investment in your classifieds the female of the species. But simply throwing a few recipes and fashion tips
section. Get your own back by building an online classifieds section, and together is not really going to convince them that you understand them. It’s
remember that it should be available for free. time to ponder the eternal question: what do women want?
Aquarius: Going hyper-local in your reporting is great. Until you find your- Leo: Your over the top sampling campaigns and competition promos could
self dedicating the front-page story to the neighbourhood tale of Mrs Jones’ hip keep your ad revenues afloat, for now. But if you are not investing in the right
replacement operation. training for your distribution staff, this initiative will flop.

32 • NEWSPAPER 10 • JULY/AUGUST 2008 Sport
Cape Argus
Cape Argus has been hung over
the year with a bobble towards
the end of last year and a falter at Cape Times
the beginning of this year. This horse was off the pace
all last year, but has found
its form and is become
The Citizen becoming a stretch runner
A stayer for the most part of this year.
the year, it dropped form for
in the last half of the year after Business Day
it was blinkered. Racing evenly over the last year,
this year has seen an improvement
in performance going all out from
Die Burger the starting gate. Business Day is
Too much whipping has led Die definitely on the bit.
Burger to falter at the finishing
post and to bolt a number of
times, leading to an overall
decline in racing ability. Daily News
After this horse was broken down
at the beginning of the year, it has
now evened out and continues is
Beeld
continuing to run well.
Too much pulling has led to a
slightly off the pace season for
in 2007, but it is definitely on
the pace again this year. The Mercury
On the pace until the middle of
the year, The Mercury ended up
Isolezwe bearing out towards the end of
After refusals during April to
June, the blinkers came off and it
DAILY NEWSPAPERS the year and is still pulling this
season.
has runran well over the rest of
the year and continues to do so.
– AND AWAY THEY GO Daily Dispatch
Please note that the figures are for paid for Normally off to a cracking
circulation and total circulation – which pace, it has bolted a few times
Son includes third third-party bulk sales over the course of the year
After hard driving over the and PMIE. Newspaper 10 looked at the although it’s back on the pace
last year, Son has shown great performance of each newspaper from for this year’s season.
pace on the home stretch. Jan-March 2007 to Jan-March 2008.
Volksblad
Sowetan
A steady runner the entire
With little handicap
over the racing season,
Jan-March 2008 Paid for Total circulation year, it faltered a few
times at the post.
it faltered during from Beeld 98 995 105 149
July to September, Die Burger 81 090 84 545
Business Day 41 499 41 975 The Herald
picked up again but its
Cape Argus 52 544 70 401 This old nag was over
faltered again at the
Cape Times 47 325 50 621 the top this season,
beginning of this
The Citizen 69 119 71 324 hopefully it will regain
season.
including 15 digital editions pace this year.
Daily Dispatch 31 931 32 194
Daily News 42 207 52 018
The Star Daily Sun 499 436 499 436
Coming off the pace Diamond Fields Advertiser 8 950 10 138 Pretoria News
this year, The Star has The Herald 25 978 25 978
Unfortunately, Pretoria
improved and can Isolezwe 99 098 99 098
38 916 News seems to have flat-
now be considered to The Mercury 36 897
Pretoria News 22 784 28 202 tened out over the last
be a closer. 102 402 year, hopefully it will rest
Son 102 402
Sowetan 129 660 145 173 and recover this year.
The Star 158 124 178 294 Very slow decline over
Volksblad 27 863 28 176 the entire year.
Daily Sun The Witness 22 890 23 187
Used to being able to romp
home, the favourite has
been handicapped a few DFA
times this year. Daily Sun is DFA is a stayer although it
was also slightly off the pace seems to be snug and
at the beginning of this shut-off – perhaps the
year’s racing season where trainer needs to allow the
it spit the bit. jockey to whip a little
more to get it to pick up
the pace this year.

34 • NEWSPAPER 10 • JULY/AUGUST 2008 Sport
The Citizen
Having sorted out its engine, tyres and
Ilanga Langesonto driver over the last year, it has main-
Having started in the middle of the table tained an excellent steady season, Saturday Dispatch
at the beginning of the year, Ilanga albeit in the middle of the table. Good all-round car and
Langesonto’s aerodynamics has have more confident drivers has
improved with each race. No retirements have seen Saturday Dispatch
and a few pole positions have meant it’s keep itself in the points the
climbing steadily up the championship entire year.
points. A team to watch out for.
Independent on Saturday
Beeld
The last year has been a
Nothing spectacular from this team
tumultuous one for Beeld over the last year, instead it has man-
having too many drive aged to keep its team in the points in
drive-through penalties every race to keep it gaining points.
throughout the season. This
year, however, it has found
some clean air to push itself
back up the points table.
WEEKEND NEWSPAPERS – F1 Sondag
A brand brand-new team that started on the
scoreboard only in April showed its car and
Please note that the figures are for paid for circulation and drivers could be a force to be reckoned with
total circulation – which includes third third-party bulk despite failing to get any podiums after its
sales and PMIE. Newspaper 10 looked at the performance initial quarter. It has grabbed some driver and
Weekend Argus of each newspaper from Jan-March 2007 to Jan-March team points back this year.
Too many retirements this year has meant an 2008.
unstable season, but it has pulled back this
year to put it back at in the same position as
the start of last year’s season. Jan-March 2008 The Sunday Independent
Weekend newspapers A good run over the first half of the year,
Daily newspapers Paid for Total circulation the car suffered from under steer towards
Die Burger the end of the year although this seems to
Die Burger had trouble with Beeld 90 112 90 403 have been sorted out for the 2008 season.
graining both in the spring Die Burger 103 418 105 533
and at the beginning of this
year so if it can get its tyres
The Citizen (14 digital) 4 089 55 448 Weekend Witness
sorted out for the rest of the City Press 191 579 201 790 With a few flying laps, Weekend Witness has
year, it should see a steady Ilanga Langesonto 90 096 90 096 performed steadily over the year.
season. Independent on Saturday 51 932 53 999
Pretoria News Saturday 14 698 17 540
Rapport 284 634 301 827
The Saturday Star Saturday Dispatch 25 422 25 452 Weekend Post
Hitting the pit wall too many The Saturday Star 114 546 138 269 With cars suffering from drag, tyres
times as well as a lot of grass Sondag 43 464 43 464 from too much graining, Weekend
cutting last year dropped saw it Post has dropped down the points
dropping vital points, although it is Southern Cross 11 015 11 015 at a steady pace and this continues
clawing its way back up the The Sunday Independent 40 606 43 290 into this season.
championship table this year. Sunday Sun 202 524 202 524
Sunday Times 424 456 504 193
Sunday Tribune 101 909 109 451
City Press Sunday World 202 918 203 460 Sunday Tribune
After a rocky start to the beginning of the Volksblad 24 433 24 469 Problems in on the chicanes
2007 season, the rest of the time it managed Weekend Argus 94 818 104 738 with under bracing braking as
to keep out of the gravel trap and pit wall. Weekend Post 26 926 26 926 well as being stuck behind the
However, a pole position at the beginning of
Weekend Witness 29 171 29 924 safety car a few times has seen
this year bodes well for the rest the season. the Sunday Tribune go up and
The Weekender 12 120 12 620
down the championship table by
considerable amounts.
Sunday Sun
Suffering from turbulence after following
those on in pole position, Sunday Sun
dropped all year until October. A few pole Volksblad
positions and podiums at the end of the year Running near the bottom of the
until now has have pushed its further up the table, it has still managed to keep
points table. earn a steady amount number of
points every race to hold its own.
Sunday World
Getting its car, mechanics, and drivers Pretoria News Saturday
in order this year has meant the team A few stop-and-go penalties
has moved steadily up the points table mid-year dropped it down the
all year and a flying start this year championship points table, but
should see a great season ahead. a few great qualifying positions
early this year has put it in
good stead.
Rapport
A huge crash for the team in the
middle of 2007 put its drivers out of The Weekender
action for a couple of races. A new Going for the ragged edge all year
team member at the beginning of and a few podiums has seen The
the year has seen it pull back, Weekender rise steadily up the points
although it is still below its points table over the last season. Let’s hope
for the same time last year. it continues with the introduction of
new drivers this month.
Sunday Times Southern Cross

Two major crashes put the team out of Having improved its traction
action through July-September and and torque over the last year, it
again January-March this year. has moved slightly up the
However, it still retains holds the points systemstable.
number one position.

Sport NEWSPAPER 10 • JULY/AUGUST 2008 • 35
Mail & Guardian UmAfrika

After signing a number of strikers over the last year, Buying new defenders this year as well as a new
Mail & Guardian has stormed up the table by scoring manager has kept the team on an even pace this Son
an impressive number of wins as well as goals. year and in the middle of the table. Expect to After selling two of its best strikers this
see more wins than losses or draws this season. year, Son has dropped down the table and
could be facing relegation.
WEEKLY NEWSPAPERS – football

Please note that the figures are for paid for circulation
followed by total circulation – which includes third third-
party bulk sales and PMIE. Newspaper 10 looked at the
performance of each newspaper from Jan-March 2007 to
Jan-March 2008.
Jan-March 2008
Paid for Total circulation
Ilanga 109 694 103 694
Mail & Guardian 52 067 52 067
The Post 45 962 46 649
Soccer Laduma 292 701 292 701
Son 22 086 22 086
UmAfrika 35 708 35 708
The Post
Keeping possession of the ball during each game and a huge
Ilanga Soccer Laduma
number of goals scored from corners has kept The Post in con-
After a great start to the season, players sent off in Still top of the table, the team has struggled
tention for the championship all year. However, a shaky start to
a number of matches meant losing a few matches with injuries all during the first half of last
this year with a number of players been being shown red cards
mid-year. New signings have put the team back up year but with its star players back in action,
has meant that the team is playing below its last year’s standard
the table. it’s regained its superiority. However, another
of last year.
slew of injuries has meant it has dropped the
ball again at the beginning of this season.
Newspaper 10 Smile

Newspaper 10 2008

Uploaded by

Copyright:

Available Formats

Newspaper 10 2008

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Newspaper 10 2008

Uploaded by

Copyright:

Available Formats

NEWSPAPER 10 July/August 2008 Sponsored by:

SA newspapers feel the pinch

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

A day in the life of a South African newspaper

continued from page 1

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Newspaper launches slow

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Future trends Measuring newspapers

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Praat die taal Going green

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

GOT IT COVERED 2007/2008

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Community newspapers Community papers explore creative marketing solutions

Community newspapers online Geo-demographic segmentation and

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

No free sheets or commuter papers for SA

Freesheets appeal The global picture for freesheets

Metro launches e-metro (Associated Newspapers and News International) agreed to

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

China unblocks the Reporters Without Borders website in Mexico

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Newspaper 10: Globally, an economic recession is impacting on media and business.

N10: What will you do to counter this impact?

N10: How viable is the newspaper in today’s media advertising environment?

“ Australia has been shielded from the global crisis, at least

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

The demise of press freedom? Legal Column Press Freedom In 2007:

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Dear Editor Dear Editor,

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Mobile news Creating news for mobile

Blurring the boundries

South Africa’s top 20 local news sites (OPA, Q2 008)

sumption grows, most groups recog-

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

News online in SA The impact of Google

According to Stafford Maisie, local newspaper

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Online advertising: potential for revenues?

Citizen journalism: huge returns

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Yahoo! and Google partner with newspapers Content for free

Essential features for a news site V2.0

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

E-Readers not the future of New measurement rules

newspaper reading... yet

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

*All figures quoted SAARF AMPS 2007B

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

Youth Elusive youth challenge newspapers

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

The Headbanger Stumper

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm

NEWSPAPER 10 • PRINTED ON MONDI ENVIROTEXT 60 gsm