Besides a minor hiccough in the second week of its circulation due to rain, the paper has shown steady growth in its weekly average of daily sales. Street sales have also shown week on week increases.
Reader feedback reveals that the paper has found greater appeal among urban-based consumers, but also that sales in country areas are increasing daily. With advertiser feedback speaking of high recall rates it is also evident that the paper is reaching a target market with more disposable income. Eight roadshows have been conducted in the greater Durban area with another twelve planned from the end of May for the North Coast and Midlands towns.
Considering that subscriptions are only offered in select areas, the daily subscriber base of nearly 300 that was reached by the end of April is fairly impressive. A number of new sales agents have also been established to sell Isolezwe as a result of specific approaches made by shop owners to their Circulation department.
All in all, the first month of publication of the country's first Zulu-language daily newspaper has been encouraging. It is foreseen that the paper could increase its distribution into other provinces later in the year.
