While the newspaper sector has remained stable overall, change has occurred in the weekly newspaper category.
The newspaper sector remains stable
Any Daily - trending upwards to 21.0% (from 20.2% in the previous survey), with 6.357-million readers. Daily readership is up in metros, in the Vaal region, and in SU-LSM 6-10.Any Weekly - stable on 31.2%, or 9.442-million readers. Weekly paper readership is up in the Western Cape, and in Cape Town and its fringes (possibly thanks to the influence of Son), and is down amongst 16-24s.Any Newspaper - 39.2% penetration (11.870-million), with profile shifts upward in the Western Cape, and down amongst 16-24s.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:
Isolezwe - trending up from 0.9% to 1.3% (391 000 readers). The Citizen - trending down from 1.8% to 1.5% (466 000). The Star - trending down from 2.2% to 2.0% (616 000), but with growth in SU-LSM 7.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
City Press, which is trending down (though not yet significantly) from 7.8% (AMPS 2003A) to 6.8%, is down in Johannesburg and the 16-34 age group. Ilanga is trending down, though not yet significantly, from 2.0% (AMPS 2003A) to 1.7% currently, leaving it with 523 000 readers.Independent on Saturday has dropped in SU-LSM 7-8.Rapport is down in SU-LSM 9-10.Saturday Star is down in metros, amongst males, and in SU-LSM 6-10.Sunday Sun is up in the Western Cape and in SU-LSM 9-10. 
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