AMPS 2002B - Newspaper and Magazine readership

Dailies have cause to celebrate

For the first time in years, daily newspapers have shown a significant increase in readership, putting behind them the slight decline seen in the previous survey.

Any daily readership is up significantly from 16% in the previous period to 17.1% or 5.045-million, with increases being seen specifically amongst those aged 16-24, those in LSM 1-4, and in KwaZulu-Natal (no doubt the influence of Isolezwe).

Another plus for daily newspapers has been the increase in the average number of papers per reader, the only increase in the print sector. Readers read on average 1.27 papers, which is up from 1.25 in AMPS 2002A.

- What's changed? -

Daily papers have shown remarkable stability on a paper-by-paper basis, supporting the theory that the introduction of the new papers Daily Sun and Isolezwe have brought real growth to the sector, attracting new readers to the mix.

Weeklies maintain their levels

The entry of new weeklies Post Weekend and Sunday Sun has not been able to secure an increase for this sector. Weekly papers have maintained their previous levels, with penetration now at 30.8%.

- What's changed? -

Community papers stable

Readership of community papers has remained stable, with total penetration now at 21.9%. The only province to register a readership change was the Northern Cape, which saw its readership falling from 29.8% to 20%. In general, the sector has seen a readership decline in the Northern Cape and on the Reef.

Magazine readership

The local magazine scene is holding its own. There has been no significant change in readership over the period, although total readership is down very slightly from 41.2% in AMPS 2002A, to 40.1% in AMPS 2002B. This is not a general trend however, as most magazines have remained stable.

AMPS 2002B sees six new titles being measured - the monthly CityLife (revamped) and Siyavaya, alternate monthly Blunt, quarterly In House Club and Personal Finance, and the weekly Auto Trader (which will not appear in AMPS after this survey, since the Print Council's decision to no longer measure classified publications.) Twelve-month readership for these titles will be released in September.

In total, magazines are down very slightly on the previous period, but this is not a significant decline. Magazine penetration is set at 40.1% (compared to 41.2% in the previous period), with readership at 11.862-million. Demographically and geographically, magazines are down in Mpumalanga and Gauteng, in Johannesburg, amongst 35+ year-olds, and in LSM 5-6.

Newspaper and subscriber magazines are reflecting the loss of Radio & TV Talk, which has lowered the levels for the entire sector.

Average number of magazines per reader = 3.08 (down from 3.18 in AMPS 2002A)

Average number of newspaper/subscriber magazines per reader = 1.57 (stable on AMPS 2002A)

Weekly and fortnightly reads

There were no significant changes in this sector of magazine publishing, although there were four demographic changes.

Monthly mags

There were no significant gains in readership in this sector, although there were several declines. These include mass magazines Bona, down from 12.2% in the previous period, to 10.4%, or 3.065-million readers, and Pace, down from 4.8% to 4.0%, or 1.169-million readers. Both magazines have also suffered a loss of circulation of about 20%. Could this be due to the arrival of the new mass market Sunday papers, which have a similar, popular appeal as these two magazines?

Magic/M is also down significantly on the previous survey, to 0.6%, or 185 000 readers.

Tribute has shown a decline in readership, from 0.8% to 0.6% (171 000 readers).

There are upward trends beginning to show through for FHM, Men's Health and Shape, and downward trends for Drive, Getaway, Reader's Digest, Rooi Rose, SA Computer Magazine, Woman's Value, and Your Family.

Demographic shifts include:

A