South African MEDIA FACTS

Transcription

1 South African MEDIA FACTS

2 South African MEDIA FACTS In partnership with OMD, Tony Koenderman s AdReview provides expert and accurate media information, ensuring the primacy of our brand in media and marketing communications. Project editor: Tony Koenderman Tony Koenderman s AdReview in association with Finance Week 1st Floor, Media24, 5 Protea Place (off Fredman Drive) Sandown 2196 PO Box , Sandton 2146 Tel: (011) tonyk@media24.com Disclaimer Whilst every effort has been made in the preparation of this book to ensure accuracy of the statistical and other contents, the publishers and copyright owners cannot accept a liability in respect of errors or omissions. Readers will appreciate that the data is only as up-to-date as printing schedules will allow, and is subject to change during the natural course of events. For more information and a free assessment of your current media plans, contact us at: Johannesburg: CEO Josh Dovey (011) josh.dovey@omdmedia.co.za MD Gordon Muller (011) gordon.muller@omdmedia.co.za Cape Town: Lynda Rubin (021) lynda.rubin@omdmedia.co.za Durban: Nicole Kock (031) nicole.kock@omdmedia.co.za Port Elizabeth: Bob Blower (041) bob.blower@hinet.co.za Web site:

3 From left: Josh Dovey (CEO), Gary Westwater (Fin Director) and Gordon Muller (MD) THE POWER OF IDEAS. OMD believes in powerful ideas, driven by meaningful insight, to deliver compelling business results. We understand that creativity is the only sustainable source of differentiation and competitive advantage for ourselves and our clients. We pride ourselves on delivering innovative media solutions to our clients marketing challenges at the keenest possible prices. OMD is one of the largest and most influential media communications specialists in the world. Our network invests billions of dollars in media through ninety offices across fifty five markets. The approach to our work is unique and it has helped to contribute to the success of many of the world s leading brands in today s highly competitive market. For media savvy that raises the consciousness of your target consumer, choose an enlightened approach. Call Josh Dovey on now. OMD SA 6 Benmore Road, Benmore Gardens, Sandton 2196 Johannesburg. 1

4 contents conomic Indicators 3 Provinces & Capitals 3 South Africa in the World 4 GDP & CPI 1992 to 2002 (proj) 4 GDP by Economic Activity 5 Personal Disposable Income by Province 5 Personal Disposable Income by Race 5 Demographics 6 Population Profile Adult Population Distribution by Age Group 7 Population Profile by Home Language 7 The Media Markets 8 Access to Media 8 Above the line Adspend in R millions 9 Growth of Media Opportunities 9 Adspend & Consumer Price Index 10 Above the line Adspend by Category 10 Television 11 Radio 13 Newspapers: Dailies 15 Newspapers: Major Weeklies 16 Newspapers: Community 17 Consumer Magazines 18 Business To Business 20 Cinema 22 Outdoor And Transportation 24 Online Media 25 Useful Contacts 26 1

5 economic indicators SOUTH AFRICA Provinces and capitals Provinces & Capitals Province Capital Area Population* GDP+ Sq. Km % 000 % % Eastern Cape Bisho Free State Bloemfontein Gauteng Johannesburg KwaZulu-Natal Pietermaritzburg/Ulundi Mpumalanga Nelspruit Northern Cape Kimberley Limpopo Polokwane North West Mmabatho Western Cape Cape Town Total This table reads: Eastern Cape has 13.9% of the area of South Africa, 14.0% of its population and 7.6% of its GDP. * Mid year 2003 estimates based on 2001 Census. + The last regional analysis of GDP conducted in Source: Statistics SA 3

6 economic indicators South Africa in the World 2003 Country GN Income Rank GDP Pop GN Income Rank US$ billion growth millions US$ per capita / World United States Japan Germany United Kingdom France China Canada India Australia Finland Malaysia New Zealand Africa South Africa Egypt Algeria Nigeria Kenya Tanzania Zimbabwe Ghana Botswana Gabon Mozambique Namibia World low income World middle income World high income This table reads: according to the World Bank s World Development Indicator s 2003, South Africa's Gross National Income in 2001 was US$121.9 billion (rank 30), its population 43 million and the average Gross National Income per capita was $2820 (rank 92). Source: World Bank s World Development Indicators 2003 Year CPI GDP Rand Prime % incr. % incr. to US$ Rate % CPI & GDP 1995 to Year CPI GDP Rand Prime % incr. % incr. to US$ Rate % (proj) (proj) (proj) This table reads: in 1995 the Consumer Price Index (CPI) rose by 8.6% over The Gross Domestic Product (GDP) rose by 3.1%. The US$ bought R3.63 and the Prime lending rate was 18.50%. Source: Nedcor Economic Unit

7 economic indicators GDP by Economic activity 1995 vs R millions at constant 1995 prices Activity R millions % R millions % % inc Primary sector Agriculture, forestry, fishing Mining, quarrying Secondary sector Manufacturing Electricity, water Construction Tertiary sector Wholesale, retail trade, hotels, restaurants Transport, communication Finance, real estate, bus. services Community, social & pers. services General Government services Other producers Total value at basic prices Taxes less subsidies GDP This table reads: Agriculture, forestry & fishing accounted for R19317m (3.5%) of GDP in In 2003 it accounted for R24656m (3.6%) - a rise of 27.6% at constant 1995 prices. Source: Statistics South Africa as at Q estimates Personal Disposable Income by Province 2000 Province % Eastern Cape 8.9 Free State 5.9 Gauteng 35.4 KwaZulu-Natal 16.4 Mpumalanga 5.7 North West 5.9 Northern Cape 1.8 Limpopo 5.4 Western Cape 14.5 This table reads: according to the Bureau of Market Research, UNISA, Eastern Cape accounted for 8.9% of Personal Disposable Income in Source: Bureau of Market Research, UNISA Personal Disposable Income White Coloured Indian Black Per Capita per annum Black R84 R146 R578 R2667 R7567 Coloured R152 R292 R1097 R4867 R12690 Indian R176 R378 R1619 R8191 R25541 White R981 R1767 R5249 R22548 R50804 This table reads: according to the Bureau of Market Research, UNISA, Whites accounted for 69.4% of Personal Disposable Income in 1960 with a per capita of R per annum. By year 2000 White proportion of the total had fallen to 44% with a per capita of R per annum. Source: Bureau of Market Research, UNISA 5

8 demographics Demographic 000 % Total % Race Black Coloured Indian White Sex Male Female Age Household income pm R R R R R R R R Community Less than Province Western Cape Northern Cape Free State Eastern Cape KwaZulu-Natal Mpumalanga Limpopo Gauteng North-West Metro area Durban Population Profile Adults Demographic 000 % Maritzburg Greater JHB/Soweto Reef Pretoria Vaal Cape Town Cape fringe Port Elizabeth/Uitenhage East London Kimberley Bloemfontein Read/Understand Yes No Education No school Some primary Primary completed Some high Matric Technikon degree University degree Other post-matric Living Standards Measure (LSM) Group Group Group Group Group Group Group Group Group Group Employment Work full time Work part time Do not work This table reads: According to AMPS 2003A, the adult population is million. Of these, million (75%) are black and million (8.4%) are coloured. (Rounding-off occurs) source AMPS2003A

9 demographics Population distribution by age Age % * This table reads: the 0 to 9 age group accounted for 20.8% of the SA population in the 2001 Census. Source: Statistics South Africa Census 2001 Population by Home language Language % IsiZulu 23.8 IsiXhosa 17.6 Afrikaans 13.3 Sepedi 9.4 Setswana 8.2 English 8.2 Sesotho 7.9 Xitsonga 4.4 SiSwati 2.7 Tshivenda 2.3 IsiNdebele 1.6 Other 0.5 * This table reads: 23.8% of the SA population spoke IsiZulu as their home language in the 2001 Census. Source: Statistics South Africa Census 2001 IsiZulu Sepedi Sesotho Tshivenda IsiXhosa Setswana Xitsonga IsiNdebele Afrikaans English SiSwati Other 7

10 the media markets Access to Media All Races Black Coloured Indian White Population ' % % % % % Any of AMPS newspapers Dailies (18) Weeklies (24) Freesheet/community Any AMPS newspaper Any of AMPS magazines Weeklies (10) Fortnightlies (2) Monthlies (58) Alternate monthlies Any AMPS magazine Any AMPS newspaper/magazine exc.communp/free sheets Cinema/Drive-in Past 3 months Radio Last 7 days TV Last 7 days Internet Accessed last 4 weeks Outdoor last 4 weeks Billboards In-store Bus shelters Taxis/minibuses Trailer Ads This table reads: according to AMPS 2003A, 18.6% of all adults were reached by the average issue of all 16 daily newspapers monitored by the survey. Penetration was highest amongst Indians (34.6%) and lowest amongst Blacks (14.4%). Source: AMPS 2003A 8

11 the media markets Above the line Adspend in R millions Category Year 1991 Rm % 2002 Rm % 2003 Rm % Daily newspapers Weekend newspapers Black/Coloured/Asian n'papers inc. in other cat. Community n'papers Consumer magazines Trade, technical, financial Total print TV Radio Cinema Outdoor Knock & drop Internet Total Rounding off occurs. Important note: excludes self promotion by TV stations on TV in 2002/3 This table reads: according to AdEx, TV accounted for R857.6 million (35.1%) of the R million spend on media in This rose to R million (35.6%) in Source: AC Nielsen s Ad Ex Growth of Media Opportunities Medium Dec Dec Dec Dec Dec TV stations nil Radio stations (separate buys) Daily newspapers Major weeklies Consumer magazines Business to business Community newspapers N/a DStv audio services Web pages 1.4 Bn 2.0 Bn +3 Bn +$ Bn This table reads: there were no TV channels in In December 2003 there were 74. Comment: TV: includes DStv commercial and non-commercial stations. Radio: estimated to be actively broadcasting at any one time. Print media: dailies and weekends exclude regional/business editions. Internet: accessed by Google search engine. Source: OMD SA 9

12 the media markets Adspend vs CPI Year Adspend CPI % increase Base % increase Base This table reads: in 1994 adspend as monitored by AdEx was 20.3% up on the previous year. The consumer Price Index (CPI) was 9.0% up. On a base of 100 in 1994, by 2003 AdEx is 337 and the CPI is 183. Note: % increases 2002 exclude self promotion of media. Source: Nielsen Media Research s AdEx, Nedcor Above the line Adspend by Category 2003 R'm % Food Beverages Health & beauty Household Banking/insurance Travel, transport & leisure Tobacco & related Retail Business to Business Education/government Misc small display Media promotion Total * This table reads: according to AC Nielsen s AdEx, above the line expenditure on Food was R427 million in 2002 (4.2% of the total). Source: AC Nielsen s AdEx Food 9.7 Health & Beauty Beverages 5.3 Household Retail Tobacco & Related Travel transport & leisure Banking/ Insurance Business to Business Media Promotion Misc small display Education / misc 10

13 television The market: the continued growth of etv (launched October 1998) and satellite DStv is pressurising the TV mix. Viewership trend: remains in flux, as stations jostle for audience. Station Ownership/ Comment Last 7 days viewership Language 000 AMPS 2003 A Black Coloured Indian White 1 Free-to-air All official languages 2 Free-to-air All official languages 3 Free-to-air All official languages etv etv Free-to-air. Launched Oct Mainly English M-Net M-Net Analogue pay TV station, Mainly English predominantly upper income audience. Subscriber base under and shrinking in favour of DStv (N.B. audience inc. open time and digital) DStv Multichoice Digital satellite pay station, Mainly English over 60 channels, 33 major opportunities carry advertising, including digital M-Net. Subscriber base plus (SA only) and growing. (NB: audience non-m-net) This table reads: 1 is owned by the and broadcasts free-to-air in all official languages. Its last 7 days Black viewership ex AMPS 2003A is 15.7 million adults. Source: OMD/AMPS 2003A 11

14 television Top 5 programmes Station Programme Day TVR Time 1 Generations Mon h00-20h30 Emzini Wezinsizwa Mon h30-21h00 Generations Wed h00-20h30 Bold & Beautiful Tue h00-18h30 Bold & Beautiful Mon h00-18h30 2 7de Laan Thu h30-19h00 7de Laan Wed h30-19h00 Nuus Thu h00-19h30 7de Laan Tue h30-19h00 Nuus Mon h00-19h30 3 Cricket 1day SA vs West In Wed h00-18h15 Isidingo: The Need Mon h30-19h00 Show Me the Funny Sun h30-14h00 Isidingo: The Need Tue h30-19h00 News Wed h00-19h15 e-tv Dennis the Menace Sat h00-21h30 Nowhere to Run Sun h00-22h00 Internation Smackdown Wed h30-21h30 Live Lotto Draw Sat h30-21h35 WWE Velocity Sat h00-18h00 M-Net Egoli-Place of Gold Thu h00-18h30 Egoli-Place of Gold Wed h00-18h30 Egoli-Place of Gold Mon h00-18h30 Egoli-Place of Gold Tue h00-18h30 Egoli-Place of Gold Fri h00-18h30 This table reads: 1 s leading programme w/c 26th January, 2004 was Monday s Generations broadcast between 20h00 and 20h30. It achieved 17.0 TVR against all adults. W/c 26th January, Base: all adults TV Performance Station etv M-Net DStv Cost 20x30 spots R496,000 R307,500 R275,000 R326,500 R251,250 Neg. Performance in TVR All adults English/other Afrikaans/both Nguni * Sotho * Income high Income medium Income low * Spots spread 15h00-23h00 Mon-Sun week commencing 9h February Channels per Media Inflation Watch package. DStv across all commercial stations. Rates per rate card, significant discounts may be negotiated. * Sample size too small for analysis. This table reads: 20 spots on 1 spread 15h00 to 23h00 Mon-Sun cost R496,000 without negotiation. The schedule yielded TV Ratings (TVR) against all adults. Source: OMD/Rate Cards 12

15 radio The market: the medium is in a state of flux as stations vie for audience and revenue. The large number of community stations which started broadcasting in 1996 are yet to make a significant impact in listenership research or revenue. Listenership trend: audience fragmentation and fluctuation are the new order. Category/Station Language/ Format/Target Past 7 days Owner or control All Races Aud. AMPS 2003 A '000 % National stations 5fm English Popular music format to all major metropolitan areas countrywide Metro English Contemporary black orientated music, news & talk shows targeted to trendy sophisticated blacks in major metropolitan areas. SAfm English Full service content. For the well informed. New format Radio Sonder Grense Afrikaans Full service national community/ cultural station Radio 2000 Eng/Afr Mainly sports. Audience fluctuates with events covered. Shares signal with Radio Pulpit. Radio Pulpit Eng/Afr Radio Pulpit Religious. FM signal shared with Radio and on AM English/Afrikaans regional/inter-regional stations 702 English Primedia Mainly talk format to greater Gauteng and beyond. Medium wave (Highveld) English Adult contemporary music format Primedia with humour, news & sports bulletins to Gauteng. Classic FM English Classic FM Classic, good music and news. Gauteng based. Includes netcast Kaya FM English Adult contemporary music for urban Thebe/NAIL/ blacks in greater Johannesburg. Makana YFM English Union Housing Trust Youth station (mainly black) to greater Johannesburg Jacaranda Eng/Afr Contemporary music format NAIL /Kagiso with news, sports bulletins & morning talk to Gauteng and beyond. Good Hope FM Eng/Afr Adult contemporary music format with news & sports bulletins to Western Cape Kfm Eng/Afr Adult contemporary music with news, NAIL/Broadcape sports and entertainment info to Western Cape metropolitan areas. 567 Capetalk Eng Talk for Cape metropolitan areas Primedia 13

16 radio Category/Station Language/ Format/Target Past 7 days Owner or control All Races Aud. AMPS 2003 A '000 % P4 Radio English Regional station broadcasting 412 (KZN) 1.4 Makana Trust/P4 Western Cape & KwaZulu-Natal metropolitan 350 (Cape) 1.2 areas. East Coast Radio Eng/Afr Kagiso Adult contemporary music with news sports & talk shows to KwaZulu-Natal Algoa Eng/Afr AME Adult contemporary music with news and talk to Eastern Cape Ofm (Oranje) Eng/Afr Adult contemporary music with news AME (+Kagiso) sports & talk shows to Free State, N. Cape & NW Province. Lotus fm Eng/Indian Community/cultural station for Indian communities in kwazulu-natal, Gauteng & other areas. African language stations Ukhozi FM Zulu Full service station for Zulu speakers in KwaZulu-Natal, Gauteng, Mpumalanga & other areas. Has split broadcast facility. Umhlobo Wenene Xhosa Full service station for Xhosa speakers in Eastern Cape, Gauteng, S. Free State and other areas. Motsweding FM Setswana Full service station for Setswana speakers in NW Province, N. Cape, NE Free State & Mpumalanga. Lesedi Sesotho Full service station for Sesotho speakers in Free State, Gauteng, N. & E. Cape, NW Province & Mpumalanga. Thobela FM N. Sotho Full service station for N. Sotho speakers in from the Free State, through Gauteng to Limpopo. Munghana-Lonene Tsonga Full service station for Tsonga speakers in Limpopo, NW Province & Gauteng Phalaphala FM Venda Full service station for Venda speakers in far N. Limpopo & Gauteng CKI FM Eng/Xhosa Music station for Xhosa speakers in East London/former Ciskei Ikwekwezi FM Ndebele Full service station for Ndebele speakers in Mpumalanga, Gauteng & Limpopo LiGwalagwala FM Swazi Full service station for Swazi speakers in Mpumalanga & Gauteng Community stations Various Various Community appeal, from niche Independent to religious interest. 111 stations monitored in AMPS 2003A. This table reads: 5fm is an English language station owned by the South African Broadcasting Corporation (). It has a popular music format with 1,2 million listeners (4.1% of the population) over the past 7 days. 14

17 newspapers dailies The Market: traditionally each major urban centre has had its own set of competing English and/or Afrikaans dailies. The 2000s sees an upset via the surge in popular journalism (launch of Daily Sun) together with increased competition at the top end from the launch of ThisDay. Circulation trend: long-term, most of the larger English dailies are experiencing softening circulation whilst most smaller niche titles are holding or increasing circulation. Readership trend: the larger English dailies are showing a Black readership in excess of 50%, blurring the editorial appeals between Black and White categories. Area/Title Group Lang. Appears ABC Circ. Readers Col Cm. Col Cm. Jul-Dec 03 AMPS 03A B/W F/C Exc VAT Exc VAT National ThisDay This Day Eng AM 32.4 N/A R80.00 R Bloemfontein Volksblad Naspers Afr AM R39.52 R56.16 Cape Town Cape Times INC Eng AM R61.75 R98.80 Cape Argus INC Eng PM R72.25 R Burger Media24 Afr AM R87.70 R Durban The Mercury INC Eng AM R52.16 R83.46 Daily News INC Eng PM R61.84 R98.94 Isolezwe INC Zulu AM Per FC R45.92 East London Daily Dispatch Johnnic Eng AM R36.71 R66.97 Johannesburg Business Day BDFM Eng AM R92.00 R Citizen Caxton Eng AM R82.00 R Daily Sun Media24 Eng AM R94.92 R Sowetan Johnnic Eng AM R R Star INC Eng AM/PM R R Beeld Media24 Afr AM R99.39 R Kimberley Diamond Fields Adv. INC Eng AM R17.28 R27.65 Pietermaritzburg Natal Witness Media24 Eng AM R29.35 R58.70 Port Elizabeth The Herald Johnnic Eng AM R41.40 R75.35 Pretoria Pretoria News INC Eng PM R38.04 R60.86 This table reads: ThisDay is published by This Day in English and is a national morning. Its ABC circulation Jul-Dec 2003 was 32,400 (rounded). It was not included in AMPS 2003A. A single column centimetre (2004 exc VAT) BW is R80.00 and FC is R

18 newspapers: major weeklies The Market: most large urban centres had a Saturday/Sunday edition of the relevant dailies. Nationals grew from Johannesburg. Recent availability has been more dynamic than dailies, with name changes and new launches. Circulation trend: long-term, static to softening for most titles. Readership trend: per dailies. Area/Title Group Lang. Appears ABC Circ. Readers Col Cm. Col Cm Jul-Dec 03 AMPS '03A B/W F/C Exc VAT Exc VAT National City Press Media24 Eng Sun R R Mail & Guardian M&G Media Eng Fri Per FC R Soccer Laduma Media24 Eng Wed R94.88 R Sunday Independent INC Eng Sun R74.80 R Sunday Sun Media24 Eng Sun R56.00 R81.00 Sunday Times Johnnic Eng Sun R R Sowetan Sunday World NAP Eng Sun R87.00 R Rapport Media24 Afr Sun R R Bloemfontein Naweek Volksblad Media24 Afr Sat R29.50 R46.14 Cape Town Weekend Cape Argus INC Eng Sat/Sun Sat: 410 Sun: 305 R77.32 R Burger Media24 Afr Sat R87.70 R Son Media24 Afr Fri 90.0 N/A R40.00 R55.00 Durban Ilanga Mandla-Matla Zulu Mon/Thu R53.76 R91.94 Post INC Eng Wed/Fri 38.5 Wed: 362 R34.70 R69.40 Independent on Saturday INC Eng Sat R62.02 R99.23 Sunday Tribune INC Eng Sun R93.69 R Johannesburg Citizen Caxton Eng Sat R62.00 R93.00 Saturday Star INC Eng Sat R83.16 R Naweek Beeld Media24 Afr Sat R85.64 R Port Elizabeth Weekend Post Johnnic Eng Sat R43.60 R79.35 This table reads: City Press is published by Media24 in English on Sundays. Its ABC circulation Jul-Dec 2003 was 167,900 (rounded) and its AMPS 2003A readership was 2,314,000 adults all races. A single column centimetre (2004 exc VAT) BW is R and FC is R

19 newspapers: community The Market: SA has over 300 newspapers targeted to local communities. Those in urban areas tend to be free distribution and large circulating. Those in country areas tend to be sold and smaller circulating. Circulation trend: those in many urban areas have put on circulation in line with the increase in urbanisation. Area/Title Group Lang. Appears Circulation Col Cm. Col Cm. Latest BW FC 000 Exc VAT Exc VAT Gauteng: Greater Johannesburg Alberton Record Caxton Eng Weekly 29.2 free R % Boksburg Advertiser Caxton Eng(+Afr) Weekly 36.0 free R % Germiston City News Caxton Eng(+Afr) Weekly 29.1 free R % Krugersdorp News Caxton Eng/Afr Weekly 24.8 free R % Randburg Sun Caxton Eng Weekly 55.1 free R % Roodepoort Record Caxton Eng/Afr Weekly 72.8 free R % Sandton Chronicle Caxton Eng Weekly 52.9 free R % Southern Courier Caxton Eng(+Afr) Weekly 52.1 free R % Gauteng: Pretoria Record Centurion Caxton Afr/Eng Weekly 37.0 free R % Gauteng: Vaal Vaal Ster Media24 Eng/Afr Weekly 63.8 free R % North West Potchefstroom Herald Media24 Afr(+Eng) Weekly 6.0 sold R22.04 R33.05 Rustenburg Herald Caxton Eng/Afr Weekly 18.0 sold R % Mpumalanga Lowvelder Caxton Eng/Afr Tue & Fri 12.8 sold: Fri R % Free State Ons Stad Media24 Afr/Eng Weekly 37.1 free R21.65 R38.30 Vista Media24 Afr(+Eng) Weekly 37.7 free R23.87 R40.52 KwaZulu-Natal: Durban Highway Mail Caxton Eng Weekly 40.1 free R % Northglen News Caxton Eng Weekly 27.3 free R % KwaZulu-Natal: North/South Coast South Coast Herald Caxton Eng Weekly 15.4 sold R % Zululand Observer Caxton Eng(+Afr) Tue & Fri 12.7 sold: Fri R % Eastern Cape: Port Elizabeth P. E. Express Media24 Eng(+Afr) Weekly 89.9 free R32.70 R55.73 Western Cape: Cape Town Constantiaberg Bulletin INC Eng Weekly 28.8 free R29.40 R47.04 Southern Suburbs Tatler INC Eng Weekly 38.6 free R29.95 R47.92 Tygerburger (6 editions) Media24 Afr(+Eng) Weekly free R85.60 R Western Cape: Boland District Mail Media24 Eng/Afr Weekly 13.4 sold R23.61 R36.59 Eikestadnuus Media24 Afr(+Eng) Weekly 9.2 sold R R2010 Circulation verification: 'Free: Verified Free Distribution; Sold: ABC This table reads: Alberton Record is published by Caxton in English. Its latest circulation (Verified Free Distribution) is 29,200 (rounded). A column centimetre (2004 exc VAT) BW is R

20 consumer magazines The Market: SA has over 350 consumer titles, most of which are small circulating and highly niched. Churn of titles is high. The top 5 publishers dominate circulation and adspend. Circulation trend: depends on the category. The important Women's sector is remarkably resilient despite pressure from increasing number of options allied to consumers reducing range of titles purchased. Subject/Title Group Lang. Appears ABC Circ. Readers FP FP Jul-Dec 03 AMPS 03A BW FC Exc VAT Exc VAT Black Interest Bona Caxton Eng+3 Monthly R18008 R25725 Drum Media24 Eng Weekly R14645 R24400 True Love Media24 Eng Monthly R19765 R32940 Consumer Computing Computer Mag., SA SACB Eng Monthly Per FC R15000 Current Affairs Insig New Media* Afr Monthly R13600 R15950 Time Magazine Time Warner Eng Weekly R17500 R25000 General Interest/TV Huisgenoot Media24 Afr Weekly R29155 R48590 People Caxton Eng Fortnightly R9100 R13000 Reader's Digest Heritage Pub. Eng Monthly Per FC R22950 Dish/Skottel M-Net TV Guide Multichoice Eng/Afr Monthly Per FC R49900 TV Plus Media24 Eng/Afr Fortnightly R12840 R21400 You Media24 Eng Weekly R19305 R32170 Lifestyle/Entertainment Country Life, SA Caxton Eng Monthly R9800 R14000 Longevity Johnnic Eng Monthly R13468 R16033 SL Intelligence Eng Monthly Per FC R17050 Style Caxton Eng Monthly R9100 R13000 Wine Ramsays Eng Monthly R10500 R15590 Men's Interest FHM Upper Case* Eng Monthly Per FC R37775 GQ Conde Nast Eng 6xpa R20250 R27000 Mens Health Touchline* Eng Monthly R28320 R36280 Motoring Bike SA Bike SA Eng Monthly Per FC R12728 Car Ramsays Eng Monthly R21400 R31200 Drive Johnnic Eng Monthly R10396 R13780 Topcar Kemsley Eng Monthly Per FC R24808 Music/Youth Saltwater Girl Atol* Eng 10xpa 25.5 NA Per FC R13500 Y Mag Yired Pub. Eng 6xpa Per FC R

21 consumer magazines Newspaper Supplements Rapport Tydskrif Media24 Afr Weekly see Rapport 1246 R23625 R34650 S. Times Magazine Johnnic Eng Weekly see S. Times 2068 R35889 R48443 Travel/Adventure Getaway Ramsays Eng Monthly R18450 R26200 Religion Joy Carpe Diem Eng Monthly Per FC R8495 Retailer s titles Edgars Imagine/ Publishing Part. Eng/Afr Monthly Per FC R39200 Droom Sport Compleat Golfer Ramsays Eng Monthly R13650 R17273 Kickoff Touchline* Eng Weekly R21250 R25000 Man/Magnum Man, SA Eng/Afr Monthly R7780 R12529 Sport's Illustrated, Touchline* Eng Monthly R23320 R26500 SA Stywe Lyne/ Tight Lines Stywe Lyne Afr(+Eng) Monthly R5180 R8100 Women's/Home Interest Cosmopolitan Associated Eng Monthly R24931 R36500 Elle Johnnic Eng Monthly R22184 R27349 Essentials Caxton Eng Monthly R15750 R22500 Fair Lady Media24 Eng Monthly R19470 R32450 Femina Associated Eng Monthly R19300 R29200 Finesse Carpe Diem Afr Monthly Per FC R16995 Food & Home Caxton Eng Monthly R9450 R13500 Entertaining Garden & Home, SA Caxton Eng Monthly R17850 R25500 Gardening, SA Primedia Eng Monthly Per FC R19600 House & Garden Conde Nast Eng Monthly R21375 R28500 House & Leisure Associated Eng Monthly R17000 R24000 Living & Loving Caxton Eng Monthly R10920 R15600 Marie Claire Caxton Eng Monthly R20605 R31250 Rooi Rose Caxton Afr Monthly R15610 R22300 Sarie Media24 Afr Monthly R15690 R26150 Shape Touchline* Eng Monthly Per FC R24980 Vrouekeur Caxton Afr Weekly R7175 R10250 Woman's Value/Dit Media24 Eng/Afr Monthly /208 R17970 R29950 Your Baby Alchemy* Eng Monthly Per FC R14000 Your Family Caxton Eng Monthly R14000 R20000 * Part of Media24 (Naspers). Monthly includes 11xpa. This table reads: Bona is published by Caxton in English + 3 languages monthly. Its latest ABC circulation Jul-Dec 2003 is 103,600 (rounded) and its AMPS 2003A readership is 3,057,000 adults all races. A full page black & white (2004, exc VAT) is R18,008 and a full page full colour is R25,

22 business to business The Market: SA has over 500 Business to Business journals & annuals, most of which are small circulating and highly niched. Turnover of titles is high. The financial weeklies, particularly Financial Mail, dominate the whole category. Circulation trend: pressure on printing and distribution (ie, postage) costs is forcing professional publishers to continually weed-out non-core market circulation. This is partially responsible for falling circulations. Subject/Title Group Lang. Appears ABC Circ. Readers FP/BW FP/FC Jul-Dec 03 AMPS 03A A4/FC A4/FC Exc VAT Exc VAT Agriculture Farmers Weekly Caxton Eng Weekly R4550 R6500 Landbouweekblad Media24 Afr Weekly R10350 R17800 Architecture/Building Leading Arch. & Design Primedia Eng 6xpa 3.7 Per FC R9000 SA Builder/Bouer Malnor Eng/Afr Monthly 4.7 Per FC R7250 Building Johnnic Eng 5xpa 4.8 Per FC R7200 Automotive/Transport Auto. Eng. & Spares Swift Eng 6xpa 13.5 R10600 R13555 Automobile M&M Eng(+Afr) Monthly 8.8 R9600 R11100 Fleet Watch Fleetwatch Eng Monthly 4.9 R8050 R9650 Business/Management Enterprise Mafube Eng Monthly R14820 R18920 Finance Week Media24 Eng Weekly Per FC R15350 Finansies & Tegniek Media24 Afr Weekly Per FC R16900 Financial Mail BDFM Eng Weekly R23025 R31772 Business Startup/Emerging BigNews Mehlo Eng Monthly R20700 R23337 Succeed Succeed Eng 6xpa 25.5 Per FC R18900 Catering/Hotels Hospitality Johnnic Eng Monthly 6.3 Per FC R9800 Hotel & Restaurant Ramsays Eng Monthly 8.9 R7950 R13160 Computers/IT Intelligence Total Bus. Intelligence Eng Monthly 6.0 Per FC R21500 Computerweek Systems Eng Monthly 6.4 Per FC R13200 Strategist Computing SA Johnnic Eng Weekly 10.7 Per FC R16800 Conservation Urban Green File Brooke Eng 6xpa 3.6 Per FC R7645 Pattrick Electrical/Electronics Electricity + Control Crown Eng Monthly 4.8 R7820 R9670 Vector EE Pub. Eng Monthly 5.9 R7954 R10098 Fashion & clothing Pursuit Johnnic Eng 6xpa 5.1 Per FC R9800 Human Resources HR Future Osgard Eng Monthly 9.6 R6221 R7867 Media 20

23 business to business Subject/Title Group Lang. Appears ABC Circ. Readers FP/BW FP/FC Jul-Dec 03 AMPS 03A A4/FC A4/FC Exc VAT Exc VAT Industry Civil Eng. Contractor Brooke Eng Monthly 2.8 Per FC R8745 Pattrick Construction World Crown Eng Monthly 4.7 R7305 R8140 Engineering News Creamer Eng Weekly 15.0 Per FC R13500 Media Marketing AdVantage Primedia Eng Monthly 3.2 Per FC R12300 Marketing Mix Systems Eng Monthly 3.4 Per FC R11400 Medical CME SA Medi- Eng/Afr Monthly 10.2 R7283 R11358 cal Assoc. Modern Medicine IHS Eng Monthly 6.4 R7250 R11550 Mining Mining Mirror Brooke Eng Monthly 2.7 Per FC R8745 Pattrick Mining Weekly Martin Eng Weekly 14.4 Per FC R12100 Creamer Municipal/Government Government Digest Malnor Eng Monthly 3.1 Per FC R8760 IMIESA Shorten Eng/Afr Monthly 3.6 R5500 R7600 Pharmacy Modern Pharmacy IHS Eng Monthly 3.5 R5800 R8730 SA Pharmaceutical Jnl Med- Eng/Afr Monthly 4.3 R5700 R8900 pharm Printing Graphix IHS Eng Monthly 2.5 R7525 R9545 Retail Supermarket & Super- Eng Monthly 7.2 Per FC R16490 Retailer market & R Woza Woza Edition Pub. Eng 3xpa 8.3 Per FC R17600 Travel & Tourism SA s Travel News Now Eng Weekly 7.1 R16650 R21643 Weekly Media Monthly includes 11xpa. This table reads: Farmers Weekly is published by Caxton weekly in English. Its ABC circulation Jul-Dec 2003 is 13,500 (rounded) and its AMPS 2003A readership is 117,000 adults all races. A full page black & white (2004, exc. VAT) is R4550 and a full page full colour is R

24 cinema The Market: cinema chains are continually building, upgrading and revitalising cinema houses. Attendances, which in recent years have been under pressure, appear to be firming. Cinema has provided one of the lower media inflation rates over the long term. Area/Centre Screens Group Capacity Av. Weekly Rate Attendance 30" 2002/2003 Non-peak Gauteng Sandton Cine 11 Ster-Kinekor R5840 Hyde Park Metro 10 Nu Metro R2400 Rosebank Nouveau 10 Ster-Kinekor R3130 Randburg Cresta Cine 10 Ster Kinekor R6690 Montecasino Metro 15 Nu-Metro R4780 Southgate Cine 7 Ster-Kinekor R1600 JHB CBD Carlton Cine 5 Ster-Moribo R1200 Roodepoort Westgate 10 Ster Kinekor R2930 Benoni Cine Centre 6 Avalon R1400 Boksburg East Rand Mall 9 Ster Kinekor R4910 Pretoria CBD Arcadia Sterland 13 Ster-Kinekor R3330 Hatfield Metro 8 Nu Metro R1800 Brooklyn Mall Cine 9 Ster Kinekor R6810 Mpumalanga Nelspruit Riverside Mall 8 Nu-Metro R2330 Witbank Saveway Metro 5 Nu-Metro R1200 North West Rustenburg Cine 5 Ster-Kinekor R1930 Potchefstroom Kine 5 Ster-Kinekor R1400 Limpopo Polokwane Cine 6 Ster-Kinekor R1600 Western Cape V&A Waterfront Metro 11 Nu-Metro R

25 cinema Area/Centre Screens Group Capacity Av. Weekly Rate Attendance 2001/ " Non-peak Cavendish Cineplex 8 Ster Kinekor R6740 Tokai Blue Route 6 Ster Kinekor R1600 Goodwood N1 City 7 Nu Metro R1800 Bellville Tygervalley 10 Ster-Kinekor R7210 Somerset West Mall Cine 6 Ster-Kinekor R3180 Stellenbosch Eikestad Cine 6 Ster-Kinekor R1930 Eastern Cape Port Elizabeth Greenacres Bridge 8 Ster-Kinekor R2530 Walmer Park Metro 8 Nu-Metro R1520 East London Vincent Park 5 Ster Kinekor R1930 Free State Bloemfontein CBD Mimosa Mall 7 Ster-Kinekor R3580 Loch Logan Metro 6 Nu Metro R1400 KwaZulu-Natal Durban CBD The Wheel 7 Ster-Kinekor R1600 Chatsworth Sanlam Cine 5 Ster-Kinekor R1930 Westville Pavillion Metro 12 Nu-Metro R5480 Musgrave Musgrave Cine 7 Ster Kinekor R3910 Umhlanga Gateway Cine 18 Ster-Kinekor R9740 Pietermaritzburg Scottsville Cine 7 Ster-Kinekor R2130 Richards Bay Boardwalk Metro 5 Nu-Metro R1200 This table reads: Sandton's Cine complex consists of 11 individual movie screens and is owned by Ster-Kinekor. Its capacity is 1745 seats and in an average week in 2002/ ,309 tickets were sold. A 30 second spot (effective Oct 2003, exc VAT) on all 11 screens costs R5840 per week. 23

26 out of home The market: South Africa has a very vibrant and entrepreneurial outdoor media sector. Contractors provide many different variants of the medium, from skywriting to A4 ads placed in public toilets. The following variants are strategically important. Variant/format Comment Base Rate per unit per month exc. production Spectaculars/Supersigns Any size, landscape or portrait, Placed in strategic positions On quotation mainly illuminated 96 sheet billboard 96 & 48 sheet R7990 illuminated 3m deep x 12m wide are the dominant R4355 non-illuminated variant in terms of size and 48 sheet billboard number of sites. R2180 non-illuminated 3m deep x 6m wide nationally. 16 sheet billboard Increasing numbers of smaller and R950 non-illuminated 2m x 3m units are being erected in strategic high traffic 12 sheet billboard urban R750 non-illuminated 1,5m x 3m Portrait units From R5000 to over R m x 6m depending on unit, location 6m x 4m and volume/type of traffic Electronic bulletin boards Many different formats Located in strategic positions, garage On quotation forecourts etc. Provides colour and movement. Some variants updated by telephonic link. Bus shelters Various formats depending on Located along many R2500 illuminated contractor & municipality bus 980 non-illuminated Trains/Buses/Taxis Opportunities range from posters Availability subject to transport R1990 overall painted pasted on vehicles to painted companies carrying advertising. Most Megatrain all-over trains. Plus interiors. units in metropolitan areas. R3400 overall painted Number of different opportunities at Megabus railway stations and taxi ranks for R1088 overall painted kiosks and promotional units Megataxi Trailer Ads Normally adaptations of 48 sheets Major metropolitan areas From R1100 per day for 5 days to fit on trailer towed by car inc some allow. for mileage 24

27 online media A medium of hype and speculation now heading toward maturity. SA has some 50 major and numerous smaller Internet sites that accept or would like to accept commercial advertising. Bigger sites have sub-communities to attract specialist targets. A selection of more interesting sites follows: Category/ site Address/ owner Comment Performance* Unique visits pm. Base rates CPM Business & finance Business Day Online edition of daily 106,825 R350 Online Bdfm and more. Financial Mail Online edition of 26,666 R350 Interactive Bdfm weekly. Largely subscription. Moneymax Investment site. 55,000 R200 Mweb Summit SA s business TV 69,854 R350 Bdfm channel online. Motoring Cartoday Car magazine online. 76,219 R250 Ramsay Son & Parker News/current affairs dm&g Mail & Guardian online. 238,000 R150 Mail & Guardian Sunday Times Community zones: 199,000 R250 Johnnic business, sport, lifestyle, health, education, jobs. Communities iafrica.com Primedia From major service provider. Includes number of 420,000 R150 communities. Independent Online Independent News & Information community feeding from group s daily 700,000+ R250 Media & weekend newspapers. M-Web Network Mweb From major service provider Includes number of 925,000 R200 communities, eg. IT Web. News24 Media24 Information community feeding from group s 762,000 R200 newspapers & magazines. Recruitment Career Junction Registers CV s, respond 120,000 Neg. JEV, Adcorp others to jobs. Search engines Ananzi SA s premier search engine. 650,000 R240 Braby s Sport Supersport Community of sites for 250,000 R210 Supersport Holdings various sporting codes. Travel/adventure GetawaytoAfrica Ramsay Son & Parker Getaway magazine online. 15,840 R200 * Performance measurement methods under review by major players, currently being standardised. Rates are base rate for 60x468 pixel/max 12k banner run-of-site. Excludes volume discounts or additions for targeting. Other sizes, keywords and rich media, sponsorship etc opportunities available. 25

28 useful contacts A useful source for contact and other information on most of the following organisations, and others, is SA Advertising, Marketing & Media On-line (hosted by Brewers at INDUSTRY INTEREST BODIES Advertising Media Forum (AMF) Previously Media Directors Circle (MDC) JHB: C/o OMD, 6 Benmore Road, BENMORE GARDENS, PO Box , SANDTON, Tel: (011) , Fax: (011) , gordon.muller@omdmedia.co.za Web: Contact: Mr. Gordon Muller (JHB Chairperson), Ms. Brenda Wortley (Secretary) brenda@amf.org.za Association for Communication & Advertising (ACA) Previously Association of Advertising Agencies (AAA) 444 Jan Smuts Avenue, BORDEAUX, PO Box 2302, PARKLANDS, Tel: (011) , Fax: (011) , lia@aaaltd.co.za Web: Contact: Dr. Nina de Klerk (Executive Director) The Creative Circle Previously The Creative Directors Forum (CDF) C/o O&M, The Brand Building, 15 Sloane Street, BRYANSTON, PO Box 69765, BRYANSTON, Tel: (011) , Fax: (011) , arlene.donnenberg@ogilvy.co.za Web: Contact: Mrs Arlene Donnenberg (Administrator) Marketing Federation of Southern Africa (MFSA) Incorporates Assoc. of Marketers (ASOM), Direct Marketing Assoc. of Southern Africa (DMASA) and Inst. of Marketing Management (IMM). 10th Floor, 17 Diagonal Street, NEWTOWN, PO Box 91820, AUCKLAND PARK, Tel: (011) , Fax: (011) , mpho@mfsa.co.za Web: Contact: Mr. Mpo Makwana (CEO) Public Relations Institute of SA (PRISA) 108 Hendrik Verwoerd Drive, FERNDALE, PO Box 2825, PINEGOWRIE, Tel: (011) Fax: (011) info@prisa.co.za Web: Contact: Ms. Margaret Moscardi (Director) Public Relations Consultants Chapter C/o PRISA, 108 Hendrik Verwoerd Drive, FERN- DALE, PO Box 2825, PINEGOWRIE, Tel: (011) , Fax: (011) , morne@veracityincorporated.com Contact: Mr. Morne Ebersohn (Chairperson), Ms Susan Richardson (Administrator) Southern African Marketing Research Association (SAMRA) Ground Floor, Graduate School of Marketing, 14 Park Road, AUCKLAND PARK, PO Box 91879, AUCKLAND PARK, Tel: (011) , Fax: (011) , samra@mfsa.co.za Web: Contact: Ms. Cathleen Mittner MEDIA OWNER BODIES National Association of Broadcasters (NAB) Building 2 Albury Office Park, Cnr Jan Smuts Avenue & Albury Road, HYDE PARK, PO Box , CRAIGHALL, Tel: (011) Fax: (011) lois@nabsa.co.za Web: Contact: Mr. Johann Koster (Executive Director) Out of Home Media SA (OHMSA) 255 Blairgowrie Plaza, 70 Conrad Drive, BLAIR- GOWRIE, PO Box 1894, PARKLANDS, Tel: (011) , Fax: (011) , ohmsa@icon.co.za Web: NA Contact: Mr Les Holley (General Manager) 26

29 useful contacts Print Media Southern Africa (PMSA) 510-5th Floor Nedbank Gardens, 33 Bath Avenue, ROSEBANK, PO Box 47180, PARKLANDS, Tel: (011) , Fax: (011) , Web: NA Contact: Ms Natasha Stretton (General Manager) Community Press Association of Southern Africa (CPA) Per PMSA Newspaper Association of Southern Africa (NA) Per PMSA Magazine Publishers Association of Southern Africa (MPA) Address per PMSA Contact: Ms Nikki Ruttimann (Manager) MEDIA INDUSTRY BODIES Advertising Benevolent Fund of Southern Africa (ABF) C/o O&M, Block 1 The Brand Building, 15 Sloane Street, BRYANSTON, PO Box , BENMORE, Tel: (011) Fax: (011) abfnational@ogilvy.co.za Web: Contact: Mr Andre Cronje (General Manager) Hours: Mon, Wed, Fri: 09h00-17h00. Advertising Media Association of SA (AMASA) JHB: PO Box 71025, BRYANSTON, Tel: (011) Fax: (011) info@amasa.org.za Web: Contact: Ms. Karen Bailey (Chairperson) CT: Ms. Bridget Harris-Peil (Chairperson) Tel: (021) , bridget.harrispeil@ogilvy.co.za. Ms. Elsa Vorster (Vice Chair) Tel: , elsa@berrybushbbdo.co.za DBN: Mr Charles Hale (Chairperson) Tel: (031) , charles@mediashop.co.za Audit Bureau of Circulations (ABC) 5th Floor, Nedbank Gardens, 33 Bath Avenue, ROSEBANK, PO Box 47189, PARKLANDS, Tel: (011) , Fax: (011) , abc@abc.org.za Web: NA Contact: Ms Sharon Grundy (Admin. Manager) Audit Bureau of Circulations, electronic (ABCe) Previously Audit Bureau of Internet Standards (ABIS) 5th Floor, Nedbank Gardens, 33 Bath Avenue, ROSEBANK, PO Box 47189, PARKLANDS, Tel: (011) , Fax: (011) , muzin@printmedia.org.za Contact: Mr Muzi Nzimande (Asst. Administrator) SA Advertising Research Foundation (SAARF) 54 Queens Road, BRYANSTON, PO Box 98874, SLOANE PARK, Tel: (011) , Fax: (011) , saarf@saarf.co.za Web: Contact: Dr Paul Haupt (Managing Director) INDUSTRY CONTROL BODIES Advertising Standards Authority (ASA) Willowview, Burnside Island Office Park, 410 Jan Smuts Avenue, CRAIGHALL PARK, PO Box 41555, CRAIGHALL, Tel: (011) Fax: (011) executive@asasa.org.za Web: Contact: Ms Deline Beukes (Executive Director) Independent Communications Authority of SA (ICASA) Pinmill Farm, 164 Katherine Street, SANDOWN, Private Bag X10002, SANDTON, Tel: (011) Fax: (011) cwhite@icasa.org.za Web: Contact: Mr Mandla Langa (Chairperson), Ms Charmaine White (Secretary) 27

30 notes

31 notes

32 Johannesburg: 6 Benmore Drive, Benmore Gardens, Sandton, 2196, Johannesburg Sandton 2196 PO Box , Sandton, 2146 Tel: (011) Fax: (011) Cape Town: 1st Floor Rozenhof Office Court, 20 Kloof Street, Cape Town, 8001 Private Bag X23, Vlaeberg 8018 Tel: (021) Fax: (021) Durban: Noriprop Building, 87 Goble Road, Morningside Durban, Westville, 3630 Tel: (031) Fax: (031) Port Elizabeth: 37 Courcelles Road, Lorraine, Port Elizabeth Tel: (041) Fax: (041)