SA Media Facts

Transcription

1 SA Media Facts

2 SA 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 McGee (031) nicole.mcgeee@omdmedia.co.za Web site:

3 OMD is South Africa s premier independent media specialist agency, servicing our clients through local offices in Johannesburg, Cape Town and Durban and, as members of the OMD worldwide group of media agencies, through direct interface with 65 offices in 42 countries around the world. OMD provides a wide range of services from strategic media planning and consultancy to media buying, co-ordination and negotiation. With annual billings in excess of R1 billion, OMD works both directly with clients and through advertising agencies. OMD operates in every media sector and our status as the largest buyer of media time and space in South Africa ensures our clients access to the From left: Gary Westwater (Fin Director), Gordon Muller (MD) and Josh Dovey (CEO) best possible rates increasing media efficiencies and maximising the impact of media budgets on advertising campaigns. Increasingly, though, and in keeping with the broader demands being placed on advertising to be more accountable, the focus in media has moved beyond the relative advantage of price and cost efficiency, to the absolute contribution of media investment to the realisation of business objectives. In keeping with this philosophy, as a service to advertisers and the broader advertising industry, OMD produces the definitive annual guides to South African and African media SA Media Facts and Media Facts Africa. Producing and collating information is only the first step! It is the manner in which you manage and apply that information that creates sustainable competitive advantage. In order to ensure that our media inputs are succinct, relevant, well reasoned, practicable and, above all, increasingly clear in terms of their ROI contribution, OMD has developed a unique approach to media planning, called Normative Planning Normative Planning recognises the reality that, in developing media strategy, we need to move beyond the head-counting paradigm of the past 20 years and acknowledge that it is the accurate transfer of information which determines the success of any advertising campaign not the number of people you want to reach. Welcome to Team OMD! 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 Pesronal 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 2

5 economic indicators SOUTH AFRICA Provinces and capitals Provinces & Capitals Province Capital Area Population* GDP+ Squ. 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, 15.8% of its population and 7.6% of its GDP. * Mid year 2002 estimates allowing for additional deaths due to AIDS. + The last regional analysis of GDP conducted in Source: Statistics SA 3

6 economic indicators South Africa in the World 2002 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 Ghana Zimbabwe 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 2000, SA's Gross National Income in 2000 was US$129.2 billion (rank 29), its population 43 million and the average Gross National Income per capita was $3020 (rank 91). Source: World Bank s World Development Indicators 2002 Year CPI % incr. GDP % incr CPI & GDP 1994 to 2005 Year CPI % incr. GDP % incr (proj) (proj) (proj) This table reads: in 1994 the Consumer Price Index (CPI) rose by 9.0% over The Gross Domestic Product (GDP) rose by 3.2%. Source: Nedbank Economic Unit 4

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 This table reads: Agriculture, forestry & fishing accounted for R19317m (3.9%) of GDP in In 2002 it accounted for R26022m (4.3%) - a rise of 34.7% 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 Black Coloured Indian White 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 Northern Province Gauteng North-West Province Metro area Durban Pietermaritzburg Greater JHB/Soweto Population Profile Adults 16+ Demographic 000 % Reef Pretoria Vaal Cape Town Cape fringe Port Elizabeth/Uiten 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: Eastern Cape has 13.9% of the area of South Africa, 15.8% of its population and 7.6% of its GDP. * Mid year 2002 estimates allowing for additional deaths due to AIDS. + The last regional analysis of GDP conducted in Source: AMPS 2002B 6

9 demographics 2.1% 0.8% 1.2% 5.8% 4.1% 9.4% 14.1% 18.4% 22.4% 21.7% Population distribution by age Age % Unspecified 1.2 * This table reads: the 0 to 9 age group accounts for 22.4% of the SA population. Source: Statistics South Africa based on Census 1996 Population by Home language Language % Zulu 22.9 Xhosa 17.9 Afrikaans 14.4 Pedi 9.2 English 8.6 Tswana 8.2 Sotho 7.7 Tsonga 4.4 Swazi 2.5 Venda 2.2 Ndebele 1.5 Other 0.6 * This table reads: 22.9% of the SA population speak Zulu as their home language. Source: Statistics SA based on 1996 Census Swazi Ndebele Sotho Tsonga Venda Other Tswana English Pedi Afrikaans Zulu Xhosa 7

10 the media markets Access to Media All Races Black Coloured Indian White Population ' % % % % % Any of AMPS newspapers Dailies (16) Weeklies (23) Freesheet/community Any AMPS newspaper Any of AMPS magazines Weeklies (10) Fortnightlies (3) Monthlies (55) Any AMPS magazine Any AMPS newspaper/magazine 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 This table reads: according to AMPS 2002B, 17.1% 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 (12.4%). Source: AMPS 2002B 8

11 the media markets Above the line Adspend in R'millions Category Year 1991 R' m % 2001 R m % 2002 R m % 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 2001 and 2002 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 AdEx 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 Bn 1.4 Bn 2.0 Bn +3 Bn This table reads: there were no TV channels in In December 2002 there were 60. Comment: TV: includes DStv commercial and non-commercial stations. Radio: estimated to be actively broadcasting at any one time. Print media: dailies and weekends recounted to exclude regional/business editions. Internet: 1999 data from Inktomi, 2001/2 accessed by Google search engine. Source: Media Manager 9

12 the media markets Provinces & Capitals Year Adspend CPI % Base % Base This table reads: in 1993 adspend as monitored by AdEx was 13.1% up on the previous year. The consumer Price Index (CPI) was 9.7% up. On a base of 100 in 1993, by 2002 AdEx is 493 and the CPI is 190. Note: % increases 2002 excludes self promotion of media. Source: AC Nielsen s AdEx, Nedcor Above the line Adspend by Category 2002 R'm % Food Beverages Health & Beauty Household Banking/Insurance Travel, Transport & Leisure Retail Business to Business Education/misc 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 Business to Business Retail Tobacco & Related Education/misc Food Travel & Transport Beverages Health & Beauty Banking/ Insurance Home 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 2002 B 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, predominantly upper income Mainly English audience. Subscriber base under 366,000 and shrinking in favour of DStv. (NB: audience inc. open time and digital) DStv Multichoice Digital satellite pay station, Mainly English over 55 channels, 23 major opportunities carry advertising, including digital M-Net. Subscriber base plus 678,000 (SA only) and growing. (NB: audience non-m-net) Bop Free-to-air and satellite Mainly English 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 2002B is 15.7 million adults. 11

14 television Top 5 programmes Station Programme Day TVR Time 1 Generations Mon h00-20h30 Generations Thu h00-20h30 Generations Tue h00-20h30 Generations Wed h00-20h30 Bold & Beautiful Wed h00-18h30 2 News (Afrikaans) Wed h00-19h30 News (Afrikaans) Thu h00-19h30 7de Laan Wed h30-19h00 News (Afrikaans) Tue h00-19h30 News (Afrikaans) Mon h00-19h30 3 WCC Final Sun h00-18h30 Oh Shucks its Schuster Sun h30-20h00 Charmed Mon h00-20h00 Isidingo: The Need Tue h30-19h00 Isidingo: The Need Wed h30-19h00 e-tv Chill Factor Sun h00-22h00 International Smackdown Wed h30-21h30 WWE Velocity Sat h00-18h00 Walker Texas Ranger Sun h00-23h00 International Raw Sun h00-18h00 M-Net Egoli-Place of Gold Wed h00-18h30 Egoli-Place of Gold Fri h00-18h30 Swordfish (movie) Sun h00-21h36 Egoli-Place of Gold Tue h00-18h30 Egoli-Place of Gold Mon h00-18h30 This table reads: 1 s leading programme w/c 17th March 2003 was Monday s Generations broadcast between 20h00 and 20h30. It achieved 18.5 TVR against all adults. W/c 17th March Base: all adults TV Performance Station etv M-Net DStv Cost 20x30 spots R504,500 R356,000 R288,500 R339,500 R303,970 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 24th March Channels per Media Inflation Watch package. 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 R504,500 without negotiation. The schedule yielded TV Ratings (TVR) against all adults. 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 is the new order. Category/Station Language/ Format/Target Past 7 days Language Owner or control All Races Aud. AMPS 2002 B '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 Religious. Shares signal with Radio 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 Thebe (+NAIL) Adult contemporary music for urban blacks in greater Johannesburg Radio Bop English Contemporary black orientated talk & music to Gauteng, North West and parts of Free State. 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 sports and entertainment info to Western Cape metropolitan areas. 567 Capetalk Eng Primedia Talk for Cape metropolitan areas

16 radio Category/Station Language/ Format/Target Past 7 days Language Owner or control All Races Aud. AMPS 2002 B '000 % P4 Radio English Regional station broadcasting 416 (KZN) 1.4 Makana Trust/P4 Western Cape & kwazulu-natal metropolitan 331 (Cape) 1.1 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. 84 stations monitored in AMPS 2002B. This table reads: Eastern Cape has 13.9% of the area of South Africa, 15.8% of its population and 7.6% of its GDP. * Mid year 2002 estimates allowing for additional deaths due to AIDS. + The last regional analysis of GDP conducted in

17 newspapers dailies The Market: traditionally each major urban centre has had its own set of competing English and/or Afrikaans dailies. The 1980's saw a contraction of the number of titles and the 1990's a shift in ownership. 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 traditional lines between Black and White categories. Area/Title Group Lang. Appears ABC Circ. Readers PSCCM PSCCM Jul-Dec 02 AMPS 02B B/W F/C Exc VAT Exc VAT Bloemfontein Volksblad Naspers Afr AM R37.96 R55.38 Cape Town Cape Times INC Eng AM R56.60 R90.56 Cape Argus INC Eng PM R66.50 R Burger Naspers Afr AM R80.10 R Durban The Mercury INC Eng AM R48.75 R78.00 Daily News INC Eng PM R57.79 R92.46 Isolezwe INC Zulu AM 34.1 NA Per FC R41.00 East London Daily Dispatch Dispatch Eng AM R34.33 R62.58 Johannesburg Business Day BDFM Eng AM R85.50 R Citizen Caxton Eng AM R76.80 R Daily Sun Naspers Eng AM 71.7 NA R58.59 R80.29 Sowetan NAP Eng AM R R Star INC Eng AM/PM R R Beeld Naspers Afr AM R92.03 R Kimberley Diamond Fields Adv. INC Eng AM R16.00 R25.60 Pietermaritzburg Natal Witness Naspers Eng AM R27.40 R54.80 Port Elizabeth The Herald Johnnic Eng AM R38.71 R70.45 Pretoria Pretoria News INC Eng PM R34.90 R55.84 This table reads: Volksblad is published by Naspers in Afrikaans and is a morning. Its ABC circulation Jul-Dec 2002 was 28,200 (rounded) and its AMPS 2002B readership was 103,000 adults all races. A single column centimetre (2003 exc VAT) BW is R37.96 and FC is R

18 newspapers: major weeklies The Market: most large urban centre had a Saturday/Sunday edition of the relevant dailies. Nationals grew from Johannesburg. Availability has been more dynamic than dailies, with name changes, and various launches over the past few years. Circulation trend: long-term, static to softening for most titles. Readership trend: per dailies. Area/Title Group Lang. Appears ABC Circ. Readers PSCCM PSCCM Jul-Dec 02 AMPS '02B B/W F/C Exc VAT Exc VAT National City Press Media24 Eng Sun R R Mail & Guardian M&G Media Eng Fri R80.00 R Soccer Laduma Media24 Eng Wed R75.00 R Sunday Independent INC Eng Sun R68.00 R Sunday Sun Media24 Eng Sun R56.00 R81.00 Sunday Times Johnnic Eng Sun R R Sowetan Sunday World NAP Eng Sun R79.00 R Rapport Media24 Afr Sun R R Bloemfontein Naweek Volksblad Media24 Afr Sat R25.32 R42.72 Cape Town Weekend Cape Argus INC Eng Sat/Sun Sat: 399 R71.00 R Sun: 297 Burger Media24 Afr Sat R80.10 R Durban Ilanga Mandla-Matla Zulu Mon/Thu R50.25 R85.93 Post INC Eng Wed/Fri R33.05 R66.10 Independent on Saturday INC Eng Sat R57.96 R92.74 Sunday Tribune INC Eng Sun R85.95 R Johannesburg Citizen Caxton Eng Sat R56.40 R84.00 Saturday Star INC Eng Sat R77.00 R Naweek Beeld Media24 Afr Sat R79.31 R Port Elizabeth Weekend Post Johnnic Eng Sat R39.66 R72.18 This table reads: Volksblad is published by Media24 in Afrikaans and is a morning daily. Its ABC circulation Jul-Dec 2002 was 28,200 (rounded) and its AMPS 2002B readership was 103,000 adults all races. A single column centimetre (2003 exc VAT) BW is R37.96 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 28.6 free R % Boksburg Advertiser Caxton Eng(+Afr) Weekly 35.0 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 52.7 free R % Roodepoort Record Caxton Eng/Afr Weekly 67.6 free R % Sandton Chronicle Caxton Eng Weekly 64.5 free R % Southern Courier Caxton Eng(+Afr) Weekly 50.5 free R % Gauteng: Pretoria Record Centurion Caxton Afr/Eng Weekly 34.5 free R % Gauteng: Vaal Vaal Ster Media24 Eng/Afr Weekly 63.3 free R % North West Potchefstroom Herald Media24 Afr(+Eng) Weekly 6.3 sold R20.41 R30.61 Rustenburg Herald Caxton Eng/Afr Weekly 16.3 sold R % Mpumalanga Lowvelder Caxton Eng/Afr Tue & Fri 12.5 sold (Fri) R % Free State Ons Stad Media24 Afr/Eng Weekly 37.1 free R20.14 R36.98 Vista Media24 Afr(+Eng) Weekly 37.7 free R22.20 R39.04 kwazulu-natal: Durban Highway Mail Caxton Eng Weekly 40.1 free R % Northglen News Caxton Eng Weekly 27.4 free R % kwazulu-natal: North/South Coast South Coast Herald Caxton Eng Weekly 14.3 sold R % Zululand Observer Caxton Eng(+Afr) Tue & Fri 12.1 sold (Fri) R % Eastern Cape: Port Elizabeth P. E. Express Media24 Eng(+Afr) Weekly 89.9 free R29.86 R50.89 Western Cape: Cape Town Constantiaberg Bulletin INC Eng Weekly 28.8 free R24.85 R39.76 Southern Suburbs Tatler INC Eng Weekly 37.7 free R28.00 R44.80 Tygerburger (6 editions) Media24 Afr(+Eng) Weekly free R77.80 R Western Cape: Boland District Mail Media24 Eng/Afr Weekly 12.7 sold R21.56 R33.42 Eikestadnuus Media24 Afr(+Eng) Weekly 9.2 sold R R1840 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 28,600 (rounded). A column centimetre (2003 exc VAT) BW is R Source: Statistics SA 17

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 under pressure due to increasing number of competing titles allied to consumers reducing range of titles purchased. Subject/Title Group Lang. Appears ABC Circ. Readers FP FP Latest AMPS 02B BW FC Exc VAT Exc VAT Black Interest Bona Caxton Eng+3 Monthly R18008 R25725 Drum Media24 Eng Weekly R14020 R23360 Pace Caxton Eng Monthly R13300 R19000 Tribute Nothemba Eng Monthly R11490 R13350 True Love Media24 Eng Monthly R18306 R30510 Consumer Computing Computer Mag., SA SACB Eng Monthly Per FC R15000 Current Affairs Insig New Media* Afr Monthly R10000 R13950 Time Magazine Time Warner Eng Weekly R17500 R25000 General Interest/TV Huisgenoot Media24 Afr Weekly R27380 R45630 People Caxton Eng Fortnightly R8085 R11550 Reader's Digest Readers Digest SA Eng Monthly R16400 R21000 Dish/Skottel M-Net TV Guide Multichoice Eng/Afr Monthly Per FC R49000 TV Plus Media24 Eng/Afr Monthly R12120 R20200 You Media24 Eng Weekly R18130 R30210 Lifestyle/Entertainment Country Life, SA Caxton Eng Monthly R9100 R13000 Longevity Johnnic Eng Monthly R13468 R16033 SL Intelligence Eng Monthly Per FC R15500 Style Caxton Eng Monthly R9100 R13000 Wine Ramsays Eng Monthly R9630 R14300 Men's Interest FHM Media24 Eng Monthly Per FC R30385 GQ Conde Naste Eng 6xpa R19125 R25500 Mens Health Touchline* Eng Monthly R24000 R30750 Motoring Bike SA Bike SA Eng Monthly Per FC R11842 Car Ramsays Eng Monthly R20350 R29700 Drive Johnnic Eng Monthly R10396 R13000 Topcar Kemsley Eng Monthly Per FC R22553 Music/Youth Wicked SkyLab Eng 10xpa 9.0 NA Per FC R11000 Y Mag Yired Pub. Eng 6xpa Per FC R

21 consumer magazines Newspaper Supplements Rapport Tydskrif Media24 Afr Weeklysee Rapport 1104 R22500 R33000 S. Times Magazine Johnnic Eng Weeklysee S. Times 2114 R33231 R44855 Travel/Adventure Getaway Ramsays Eng Monthly R17550 R24950 Religion Joy Caxton Eng Monthly R3500 R5000 Retailer s titles Edgars Imagine Publishing Part. Eng/Afr Monthly Per FC R35650 Sport Compleat Golfer Ramsays Eng Monthly R13000 R16450 Kickoff Touchline* Eng Fortnightly R15400 R21800 Man/Magnum Man, SA Eng/Afr Monthly R6320 R10175 Sport's Illustrated, Touchline* Eng Monthly R20680 R23500 SA Stywe Lyne/ Stywe Lyne Afr(+Eng) Monthly R4800 R7500 Tight Lines Women's/Home Interest Cosmopolitan Associated Eng Monthly R23520 R34500 Elle Johnnic Eng Monthly R22184 R27349 Essentials Caxton Eng Monthly R14350 R20500 Fair Lady Media24 Eng Monthly R18114 R30190 Femina Associated Eng Monthly R18075 R27380 Finesse Carpe Diem Afr Monthly Per FC R14995 Food & Home Caxton Eng Monthly R8904 R12720 Entertaining Garden & Home, Caxton Eng Monthly R16800 R24000 SA Gardening, SA Primedia Eng Monthly Per FC R17500 House & Garden Conde Naste Eng Monthly R19500 R26000 House & Leisure Associated Eng Monthly R15615 R21995 Living & Loving Caxton Eng Monthly R10150 R14500 Marie Claire Associated Eng Monthly R17500 R25000 Rooi Rose Caxton Afr Monthly R15610 R22300 Sarie Media24 Afr Monthly R14784 R24640 Shape Touchline* Eng Monthly R17536 R21920 Vrouekeur Caxton Afr Weekly R6300 R9000 Woman's Value Media24 Eng Monthly R16770 R27950 Your Baby Alchemy* Eng Monthly Per FC R12900 Your Family Caxton Eng Monthly R13300 R19000 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 under pressure due to increasing number of competing titles allied to consumers reducing range of titles purchased. Source: Statistics SA 19

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/FC FP/FC Latest AMPS 02B A4/FC A4/FC Exc VAT Exc VAT Agriculture Farmers Weekly Caxton Eng Weekly R4043 R5775 Landbouweekblad Media24 Afr Weekly R9570 R16450 Architecture/Building Leading Arch. & Design Primedia Eng 6xpa 3.5 Per FC R8250 SA Builder/Bouer Malnor/ Eng/Afr Monthly 4.0 Per FC R6905 BIFSA Building Johnnic Eng 5xpa 4.6 Per FC R7200 Automotive/Transport Auto. Eng. & Spares Swift Eng 6xpa 15.5 R9780 R12550 Automobile M&M Eng(+Afr) Monthly 8.7 R8950 R10350 Fleet Watch Fleet- Eng Monthly 5.9 R7450 R8950 watch Business/Management Enterprise Mafube Eng Monthly R13786 R17600 Finance Week Media24 Eng Weekly Per FC R14200 Finansies & Tegniek Media24 Afr Weekly Per FC R16900 Financial Mail Johnnic Eng Weekly R21620 R29832 Business Startup/Emerging BigNews Mehlo Eng Monthly R15177 R18213 Succeed Succeed Eng 6xpa 29.6 Per FC R17600 Catering/Hotels Hospitality Johnnic Eng Monthly 6.4 Per FC R9680 Hotel & Restaurant Ramsays Eng Monthly 8.0 R7450 R12300 Computers/IT Intelligence Total Bus. Intelli- Eng Monthly 9.6 Per FC R21500 gence Computerweek Systems Eng Monthly 4.8 Per FC R13200 Strategist Computing SA Johnnic Eng Weekly 11.2 Per FC R16800 Conservation Urban Green File Brooke Eng 6xpa 5.4 Per FC R6950 Pattrick Electrical/Electronics Electricity + Control Crown Eng Monthly 4.9 R7240 R8940 Vector EE Pub. Eng Monthly 5.5 R7231 R9180 Fashion & clothing Pursuit Johnnic Eng 6xpa 4.4 Per FC R

23 business to business Subject/Title Group Lang. Appears ABC Circ. Readers FP/FC FP/FC Latest AMPS 02B A4/FC A4/FC Exc VAT Exc VAT Human Resources HR Future Osgard Eng Monthly 10.0 R5869 R7422 Media Industry Civil Eng. Contractor Brooke Eng Monthly 3.5 Per FC R7950 Pattrick Construction World Crown Eng Monthly 4.8 R6765 R7535 Engineering News Martin Eng Weekly 15.0 Per FC R12100 Creamer Marketing AdVantage Primedia Eng Monthly 4.1 Per FC R11500 Marketing Mix Systems Eng Monthly 2.9 Per FC R11400 Medical CME SA Medi- Eng/Afr Monthly 10.2 R6682 R10420 cal Assoc. Modern Medicine IHS Eng Monthly 6.4 R6730 R10730 Mining Mining Mirror Brooke Eng Monthly 3.3 Per FC R7950 Pattrick Mining Weekly Martin Eng Weekly 14.9 Per FC R10900 Creamer Municipal/Government Government Digest Malnor Eng Monthly 2.7 Per FC R8340 IMIESA Shorten Eng/Afr Monthly 3.8 R5100 R7050 Pharmacy Modern Pharmacy IHS Eng Monthly 3.5 R5370 R8085 SA Pharmaceutical Jnl Med- Eng/Afr Monthly 4.8 R5500 R8500 pharm Printing Graphix IHS Eng Monthly 2.2 Per FC R7900 Retail Progressive Retailing Primedia Eng Monthly 6.4 Per FC R12350 Supermarket & Super- Eng Monthly 7.5 Per FC R15557 Retailer market & R. Travel & Tourism SA s Travel News Now Eng Weekly 7.0 R15600 R20280 Weekly Media Monthly includes 11xpa. This table reads: Farmers Weekly is published by Caxton weekly in English. Its ABC circulation Jul-Dec 2002 is 13,000 (rounded) and its AMPS 2002 (B) readership is 125,000 adults all races. A full page black & white (2003, exc. VAT) is R4043 and a full page full colour is R5775. Source: Statistics SA 21

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 Ave. Weekly Rate Attendance 30" 2001/2002 Non-peak Gauteng Sandton Cine 11 Ster-Kinekor R5890 Hyde Park Metro 10 Nu Metro Rosebank Nouveau 10 Ster-Kinekor R2140 Randburg Cresta Cine 10 Ster Kinekor R4090 Montecasino Metro 15 Nu-Metro R3610 Southgate Cine 7 Ster-Kinekor R1710 JHB CBD Carlton Cine 5 Ster-Moribo R810 Roodepoort Westgate 10 Ster Kinekor R3030 Benoni Cine Centre 6 Avalon R1260 Boksburg East Rand Mall 9 Ster Kinekor R4040 Pretoria CBD Arcadia Sterland 13 Ster-Kinekor R2660 Hatfield Metro 8 Nu Metro R1160 Brooklyn Mall Cine 9 Ster Kinekor R4770 Mpumalanga Nelspruit Riverside Mall 8 Nu-Metro R2210 Witbank Saveway Metro 5 Nu-Metro R1090 North West Rustenburg Cine 5 Ster-Kinekor R1780 Potchefstroom Kine 5 Ster-Kinekor R1250 Limpopo Polokwane Cine 6 Ster-Kinekor R1340 Western Cape V&A Waterfront Metro 11 Nu-Metro R

25 cinema Area/Centre Screens Group Capacity Ave. Weekly Rate Attendance 30" 2001/2002 Non-peak Cavendish Cineplex 8 Ster Kinekor R5180 Tokai Blue Route 6 Ster Kinekor R1620 Goodwood N1 City 7 Nu Metro R1630 Bellville Tygervalley 10 Ster-Kinekor R5470 Somerset West Mall Cine 6 Ster-Kinekor R2880 Stellenbosch Eikestad Cine 6 Ster-Kinekor R1620 Eastern Cape Port Elizabeth Greenacres Bridge 8 Ster-Kinekor R2490 Walmer Park Metro 8 Nu-Metro R1520 East London Vincent Park 5 Ster Kinekor R1450 Free State Bloemfontein CBD Mimosa Mall 7 Ster-Kinekor R2850 Loch Logan Metro 6 Nu Metro R1260 kwazulu-natal Durban CBD The Wheel 7 Ster-Kinekor R1840 Chatsworth Sanlam Cine 5 Ster-Kinekor R1980 Westville Pavillion Metro 12 Nu-Metro R5480 Musgrave Musgrave Cine 7 Ster Kinekor R3250 Umhlanga Gateway Cine 18 Ster-Kinekor R7680 Pietermaritzburg Scottsville Cine 7 Ster-Kinekor R1350 Richards Bay Boardwalk Metro 5 Nu-Metro R1250 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 2001/ ,668 tickets were sold. A 30 second spot (2003, exc VAT) on all 11 screens costs R5890 per week. Source: Statistics SA 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 R7990 illuminated 3m deep x 12m wide 96 & 48 sheet billboards are the R3600 non-illuminated outdoor variant in terms of size and number of 48 sheet billboard sites. Available R1700 3m deep x 6m wide non-illuminated 16 sheet R935 2m x 3m Increasing numbers of smaller and portrait non-illuminated 12 sheet billboard units are being erected in strategic R687 1,5m x 3m traffic urban locations. non-illuminated Portrait units 9m x illuminated 6m x illuminated 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 urban bus R2000 illuminated contractor & 980 non-illuminated Trains/Buses/Taxis Opportunities range from posters Availability subject to transport companies R1895 overall painted pasted on vehicles to painted carrying advertising. Most units in Megatrain all-over trains. Plus interiors. metropolitan areas. R3175 overall painted Number of different opportunities at Megabus railway stations and taxi ranks for R1026 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/ Address/ Comment Performance Base rates site owner CPM Business & finance Business Day Online edition of daily R350 Online Bdfm and more. Q3 02* Financial Mail Online edition of R350 Interactive Bdfm weekly. Largely subscription. Q3 02* Moneymax Investment site R250 Mweb Q2 02* Summit SA s business TV N/A R350 Bdfm channel online. Motoring Cartoday Car magazine online R250 Ramsay Son & Parker Q3 02* News/current affairs dm&g Mail & Guardian online. N/A R150 Mail & Guardian Sunday Times Community zones: R250 Johnnic e-ventures business, sport, lifestyle, Q2 02* health, education, jobs. Portal iafrica.com Information destination. over 2000 R200 Primedia Includes number of pm+ communities. Independent Online Information portal feeding R200 Independent News & from group s daily & pm+ Media weekend newspapers. M-Web Network From major service provider R150 Mweb Includes number of pm+ communities, eg. IT Web. News24 Information portal feeding R200 Media24 from Media24 newspapers Q2 02* & magazines. Recruitment Career Junction Registers CV s, respond R250 JEV, Adcorp others to jobs. pm+ Search engines Ananzi SA s premier search engine R250 Braby s Q2 02* Sport Supersport Community of sites for 14,000 R250 Supersport Holdings various sporting codes. Q1 03+ Travel/adventure GetawaytoAfrica Getaway magazine online R200 Ramsay Son & Parker Q3 02* * 000 page impressions ABC-e.+ page impressions other audit. Rates are base rate for standard 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 updated 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: PO Box , CRAIGHALL, 2024 Tel: brenda@amf.org.za Web: Contact: Ms Brenda Wortley (Chairperson) Association for Communication & Advertising (ACA) Previously Association of Advertising Agencies (AAA) 444 Jan Smuts Avenue, BORDEAUX, 2194 PO Box 2302, PARKLANDS, 2121 Tel: (011) Fax: (011) lia@aaaltd.co.za Web: Contact: Dr Nina de Klerk (Executive Director) Association of Marketers (ASOM) Merged into Marketing Federation of Southern Africa. Creative Directors Forum (CDF) Tel: (011) Fax: (011) arlene.d@networkbbdo.co.za Web: ad of the month via: Contact: Mrs Arlene Donnenberg (Administrator) The Direct Marketing Association of Southern Africa (DMASA) Merged into Marketing Federation of Southern Africa. The Institute of Marketing Management (IMM) Merged into Marketing Federation of Southern Africa. Marketing Federation of Southern Africa Incorporates Assoc. of Marketers (ASOM), Direct Marketing Assoc. of Southern Africa (DMASA) and Inst. of Marketing Management (IMM). Marketing House, 2 Hermitage Terrace, RICH- MOND, 2092 PO Box 91820, AUCKLAND PARK, 2006 Tel: (011) Fax: (011) imm@imm.co.za Web: Contact: Mr. Davy Ivins (Caretaker CEO) Public Relations Institute of SA (PRISA) The Atrium, Cnr 7th Avenue & Rustenburg Road, MELVILLE, 2092 PO Box 31749, BRAAMFONTEIN, 2017 Tel: (011) Fax: (011) info@prisa.co.za Web: Contact: Ms Margaret Moscardi (Director) Public Relations Consultants Chapter C/o PRISA, The Atrium, Cnr 7th Avenue & Rustenburg Road, MELVILLE 2092 C/o PRISA, PO Box 31749, BRAAMFONTEIN, 2017 Tel: (011) Fax: (011) morne@veracityincorporated.com Contact: Mr Morne Ebersohn (Chairperson), Ms Susan Richardson (Administrator) Southern African Marketing Research Association (SAMRA) Marketing House, 2 Hermitage Terrace, RICH- MOND, 2092 PO Box 91879, AUCKLAND PARK, 2006 Tel: (011) Fax: (011) samra@mfsa.co.za Web: Contact: Mr Sifiso Falala (Chairman) MEDIA OWNER BODIES National Association of Broadcasters (NAB) Building 2 Albury Office Park, Cnr Jan Smuts Avenue & Albury Road, HYDE PARK PO Box , CRAIGHALL, 2024 Tel: (011) Fax: (011) lois@nabsa.co.za Web: Contact: Mr Johann Koster (Executive Director) Out of Home Media SA (OHMSA) 226 Blairgowrie Plaza, 70 Conrad Drive, BLAIR- GOWRIE PO Box 1894, PARKLANDS, 2121 Tel: (011) Fax: (011) ohmsa@icon.co.za Web: NA 26

29 useful contacts Contact: Mr Les Holley (General Manager) Print Media Southern Africa (PMSA) 5th Floor Nedbank Gardens, 33 Bath Avenue, ROSEBANK, 2196 PO Box 47180, PARKLANDS, 2121 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 Ogilvy & Mather, Block 4 The Brand Building, 15 Sloane Street, BRYANSTON 2021 PO Box , BENMORE, 2010 Tel: (011) Fax: (011) abfjhb@ogilvy.co.za Web: Contact: Mr Andre Cronje (General Manager) Advertising Media Association of SA (AMASA) JHB: PO Box 71025, BRYANSTON, 2021 Tel: (011) Fax: (011) info@amasa.org.za Web: Contact: Ms Karen Bailey (Chairperson) CT: Ms Elsa Vorster (Chairperson) Tel: (021) 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, 2196 PO Box 47189, PARKLANDS, 2121 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, 2196 PO Box 47189, PARKLANDS, 2121 Tel: (011) Fax: (011) muzin@printmedia.org.za Web: Contact: Mr Muzi Nzimande (Asst. Administrator) SA Advertising Research Foundation (SAARF) 54 Queens Road, BRYANSTON 2152 PO Box 98874, SLOANE PARK, 2152 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, 2042 Tel: (011) Fax: (011) executive@asasa.org.za Web: Contact: Ms Deline Beukes (Executive Director) Independent Communications Authority of SA (ICASA) Blocks A&B (Telecommunications), Blocks C&D (Broadcasting), Pinmill Farm, 164 Katherine Street, SANDOWN Private Bag X10002, SANDTON 2146 Tel: (011) Fax: (011) cwhite@icasa.org.za Web: Contact: Mr Mandla Langa (Chairperson), Ms Charmaine White (Secretary) 27

30 notes