Newspapers AMPS

The newspaper sector remains stable

Dailies hold their own

The big success story in the daily newspaper sector remains Daily Sun, which continues its upward rocketing. The paper is up from 5.9% in AMPS 2003B to 7.6% currently, with 2.292-million readers. This growth was seen across the board in terms of reader profile.

Another significant change in this sector was in Sowetan's readership, which declined from 6.2% in the previous survey, to 5.1%, or 1.544-million. The paper has lost readers in metro areas, in Limpopo, Gauteng, Johannesburg, and Pretoria, and amongst both males and females, 16-34 and 35+ year-olds, and in SU-LSM 1-5.

Looking back to AMPS 2003A, three papers are showing signs of a developing readership trend (AMPS 2003A versus AMPS 2004), although this is not yet significant:

The average number of daily papers per reader is stable, at 1.33 (from 1.34 in AMPS 2003B).

Weeklies/bi-weeklies/monthlies

While weekly readership in total remains stable, there have been a number of significant declines in readership in this sector, with no paper posting a significant growth. Newcomer Son, however, has recorded an impressive 744 000 readers (2.5% penetration), making it the second biggest Afrikaans weekly, after Rapport.

The Citizen Weekend Edition has declined significantly from 2.1% (AMPS 2003B) in the previous survey, to 1.6%, or 487 000 readers. The paper has lost readers particularly in large urban areas, amongst males, in the 16-34 and 35+ age groups, and in SU-LSM 6-10.

Pretoria News Weekend is down from 0.5% (AMPS 2003B) to 0.3% penetration, attracting 89 000 readers currently. Losses came through in the male market, and in SU-LSM 6-10.

Saturday Dispatch has shed readership, with its 85 000 readers accounting for 0.3% penetration, down from 0.5% in the previous survey. Declines were seen especially in the Eastern Cape, and amongst both males and females.

Sunday Times is down from 11.6% in the previous survey, to 10.7% (3.239-million). Downwards profile shifts occurred in Limpopo, amongst females, in the 16-24 age group, and in SU-LSM 3.

Sunday World dropped from 4.3% penetration to 3.5% currently (1.062-million readers). These declines came through from large urban areas, the Free State, both males and females, the 16-34 bracket, and SU-LSM 7.

Finally, The Teacher is down from 0.7% to 0.5%, with 150 000 readers (down amongst males).

The average number of weekly newspapers per reader is 1.87 (from 1.94 in AMPS 2003B).

Other weekly/bi-monthly/monthly readership shifts

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