20 Aug Media Moves: SA print media report finds community media standing firm, Standard Bank appoints Lobengula Advertising, Openview achieves record breaking 2.5M activations
The Media Online’s weekly round up of people, account and business moves in media.
This week’s BIG move: Community media stands firm amid print media carnage, report shows
If you want to reach mass audiences through print media, community media should be at the core of your strategy. That’s one of the main takeaways from a newly-released report on the African Print Media Landscape, by media monitoring company Novus Group.
While Taxi Times and PE Express may not be top of mind for most media and PR agencies, they have a combined circulation of 266 000, which dwarfs most of their more illustrious mainstream counterparts. Together, they lead a sector which remains buoyant, and actually showed marginal growth in the first quarter of 2021, said Novus Group director Joe Hamman.
“The number of print publications continues to decrease, in spite of a return from certain titles, and the re-addition of some business, motoring and lifestyle supplements. This underlines the ongoing trend of the broader print sector consolidating and increasingly transitioning to digital channels. This is already having significant ramifications for the way that we approach marketing, advertising and PR going forward,” said Hamman.
Even the best-selling daily newspaper for the first quarter of 2021, Daily Sun, saw sales drop by nearly 11% from the previous quarter, to 51 342. Media24 dailies saw a slight quarter-on-quarter decline at Beeld, Burger and Son.
Among the weekend newspapers, Arena’s Sunday Times remains the best-selling weekend publication for the first quarter of 2021, increasing sales by just over 3% to 115,209, while City Press recorded the highest decline of 7.72% to fall below 27 000 copies a week.
Huisgenoot remains by far the most popular consumer publication in South Africa, which sells 140 000 copies a week, while the leading business consumer magazine is Business Brief, with a circulation staying stable at around 52 000. The magazine sector has been among the hardest hit in recent months, with numerous titles closing or changing their frequency.
The full report is available for download at Novus Group: ‘South African Print Media Landscape’.