In partnership with OMD, Marketing Mix provides expert and accurate media information, ensuring the primacy of our brand in media and

Transcription

1 In partnership with OMD, Marketing Mix provides expert and accurate media information, ensuring the primacy of our brand in media and m 2 PROJECT EDITOR: Alex Hattingh PUBLISHER: Terry Murphy CLIENT SERVICES: Donna Bartell Systems Publishers (Pty)Ltd Systems House 372 Jan Smuts Avenue, Craighall Tel: (011) Fax: (011) mmix@systems.co.za D ISCLAIMER 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.mcgee@omdmedia.co.za Web site: 2

2 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 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 reach! Welcome to Team OMD! 3

3 CONTENTS PAGE C ONTENTS Economic Indicators 5 Provinces & Capitals 5 South Africa in the World 6 GDP & CPI 1992 to 2002 (proj)6 GDP by Economic Activity 7 Personal Disposable Income by Province 7 Personal Disposable Income by Race 7 Demographics 8 Population Profile Adults Population Distribution by Age Group 9 Population Profile by Home Language 9 The Media Markets 10 Access to Media 10 Above the line Adspend in R millions 11 Growth of Media Opportunities 11 Adspend & Consumer Price Index 12 Above the line Adspend by Category 12 Television 13 Radio 15 Newspapers: Dailies 17 Newspapers: Major Weeklies 18 Newspapers: Community 19 Consumer Magazines 20 Business To Business 22 Cinema 24 Outdoor And Transportation 26 Online Media 27 4

4 ECONOMIC INDICATORS Limpopo Polokwane Gauteng Provinces & Capitals Source: Statistics SA Province Capital Area Population GDP+ Squ. Km% 000* % % Eastern Cape Bisho Free State Bloemfoontein Gauteng Johannesburg KwaZulu-Natal Pietermaritzburg Mpumalanga Nelspruit Northern Cape Kimberley Limpopo Polokwane North West Mmabtho Western Cape Cape Town Total

5 South Africa in the World ECONOMIC INDICATORS Source: World Bank s World Development Indicators 2002 Country GN Income Rank Average Pop GN Income Rank US$ billion growth pa 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 5.9GNP US$ 106 AVE GOWTH -4.9 POP 13 GNP 460 PER 158 Botswana Gabon World low income Mozambique World middle income Namibia GDP & CPI 1993 to 2004 Source: Nedcor Economic Unit Year CPI GDP Year CPI GDP % increase % increase % increase % increase (proj) (proj) This table reads: in 1993 the Consumer Price Index (CPI) rose by 9.7% over The Gross Domestic Product (GDP) (proj)

6 GDP by Economic activity 1995 vs 2001 Source: Statistics South Africa Q estimates ECONOMIC INDICATORS 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 Personal Disposable Income by Province 2000 Source: Bureau of Market Research, UNISA Province % Personal Disposable Income by Race Source: Bureau of Market Research, UNISA B 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 C I W 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 This table reads: According to the Bureau of Market Research, UNISA, Eastern Cape accounted for 8.9% of Personal Disposable Income in Per Capita per annum B R84 R146 R578 R2667 R7567 C R152 R292 R1097 R4867 R12690 I R176 R378 R1619 R8191 R

7 DEMOGRAPHICS Population Profile Adults 16+ Source: AMPS 01 (B) Demographic 000 % Total % Race Black Coloured Indian White Mpumalanga Limpopo Gauteng North-West Province Demographic 000 % 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 Metro area Durban Pietermaritzburg Greater JHB/Soweto 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 Group This table reads: According to AMPS 01B, the adult population Group 2 is 29.0 million. Of these million 14.0 Group

8 DEMOGRAPHICS Population distribution by age Source: Statistics South Africa based on Census 1996 Age % Unspecified 1.2 This table reads: The 0-9 age Population by home language Source: Statistics SA based on 1996 Census Language % Zulu 22.8 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 9

9 THE MEDIA MARKETS Access to Media Source: AMPS 01B All Races Black Coloured Indian White Population % % % % % Any of 16 AMPS daily newspapers Average issue Any of 22 AMPS weekly newspapers Average issue Any of AMPS freesheet/community Average issue Any of AMPS magazines Weeklies Fortnightlies Monthlies 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 Billboards last 4 weeks Store This table reads: according to AMPS 2001B, 16.4% of all adults were reached by the average issue of all 16 daily newspapers monitored by the survey. Penetration was highest amongst Indians (34.3%) and lowest amongst Blacks (11.5%). 10

10 THE MEDIA MARKETS Above the line Adspend in R millions Source: AC Nielsen s AdEx Category Year Year Year R m% R m % R m % Daily newspapers % % % Weekend newspapers % % % Black/Coloured/ % % inc. in other cat. Asian n'papers Community newspapers % % % Consumer magazines % % % Trade, technical, financial % % % TOTAL PRINT % % % TV % $ 35.5% $ 35.4% Radio % % % Cinema % % % Outdoor % % % Knock & drop 50.0# 0.6% % Internet % % TOTAL % % % Rounding off occurs.* inc knock & drop # 6 months of 2000 only, + 4thQ of 2000 only. $ Important note: excludes self promotion by TV stations on TV in 2000 and This table reads: According to AdEx, TV accounted for R857.6 million (35.1%) of the R million Growth of Media Opportunities Source: Media Manager MediumDec Dec Dec Dec Dec TV stations nil Radio stations (separate buys) Daily newspapers Major weeklies Consumer magazines Business to business Community newspapers not counted DStv audio services Web pages 1b 1.4b 2b This table reads: there were no TV channels in In December 2001 there were 65. Comment: TV: includes DStv commercial and non-commercial stations. Radio: estimated to be actively broadcasting at any one time. Print media: churn levels are higher amongst consumer and business to business titles than at any time in the past. Internet: 1999 data from Inktomi, 2000 and 2001 accessed via Google. 11

11 Adspend vs CPI Source: AC Nielsen s AdEx, Nedcor THE MEDIA MARKETS Year Adspend CPI % Base % Base This table reads: in 1992 adspend as monitored by Nielsen s AdEx was 19.2% up on the previous year. The consumer Price Index (CPI) was 13.9% up. On a base of 100 in 1992, by 2001 AdEx was 339 and the CPI was 190. Note: for continuous comparison adspend includes self promotion of TV stations on TV. Above the line Adspend by Category Source: AC Nielsen s AdEx 2001 R m% Food Beverages Health & Beauty Home Banking/Insurance Travel & Transport Tobacco & related Retail Business to Business Education/misc BANKING/ TRAVEL & TRANSPORT HEALTH & BEAUTY BUSINESS TO BUSINESS EDUCATION/ MISC Total This table reads: according to AC Nielsen s AdEx, above the line expenditure on Food 12

12 TELEVISION The market: the 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 01 (B) Black Coloured Indian White SABC 1 SABC / State Free-to-air All official languages SABC 2 SABC / State Free-to-air All official languages SABC 3 SABC / State Free-to-air All official languages M-Net M-Net / Private Analogue pay TV station, Mainly English predominantly upper income audience. Subscriber base under and shrinking in favour of DStv. (audience inc. open time and digital) DStv Multichoice / Private Digital satellite pay station, Mainly English over 60 channels, 25 major opportunities carry advertising, including digital M-Net. Subscriber base plus (SA only) and growing. (audience non-m-net) etv Midi / Private Free-to-air. Launched Oct Mainly English Bop SABC / State Free-to-air and satellite

13 Top 5 programmes TELEVISION W/c 25 March Base: all adults Station Programme Day AR SABC1 Generations Tue 18.2 Bold & Beautiful Tue 17.0 Generations Wed 16.8 Emzini Wezinsizwa Thu 16.5 Generations Thu 16.0 SABC2 Lottery Game Show Wed 9.5 Nuus Tue 9.1 Pacific Blue Mon 9.1 Nuus Mon 9.0 Nuus Wed 8.7 SABC3 Dark Angel Fri 10.6 Isidingo: The Need Wed 6.1 Cricket Sat 6.1 Law and Order Tue 6.1 Isidingo: The Need Thu 6.0 M-Net Big Brother Reunion Sun 3.5 Egoli-Place of Gold Mon 3.5 Egoli-Place of Gold Tue 3.3 Egoli-Place of Gold Thu 3.2 Pop Idols (UK) Fri 2.9 e.tv Lethal Weapon IV (movie)sun 13.8 Women of Wrestling Wed 9.2 TV Performance Station SABC1 SABC2 SABC3 M-Net etv Cost 20x30 spots R R R R R Performance in AR All adults English/other Afrikaans/both Nguni Sotho Income high Income medium Income low Spots spread 15h00-23h00 Mon-Sun week commencing 25th March Times per Media Inflation 14

14 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 Ave. Day Language Ownership All Races Aud. AMPS 01 (B) 000 % National stations 5fm English Popular music format to all major SABC / State metropolitan areas countrywide Metro English Contemporary black orientated SABC / State music, news & talk shows targeted to trendy sophisticated blacks in major metropolitan areas SAfm English Full service content. "for the SABC / State well informed." National Radio Sonder Grense Afrikaans Full service national community/ SABC / State cultural station Radio 2000 Eng/Afr Mainly sports. Audience fluctuates with SABC / State events covered. Shares signal with Radio Pulpit Radio Pulpit Eng/Afr Religious. Shares signal with Radio SABC / State English/Afrikaans regional/inter-regional stations 702 English Mainly talk format to greater Independent Gauteng and beyond on medium wave (Highveld)English Adult contemporary music format Independent with humour, news & sports bulletins to Gauteng Classic FM English Classic and good music, Gauteng Independent based. Includes netcast Kaya FM English Adult contemporary music for urban Independent blacks in greater Johannesburg Radio Bop English Contemporary black orientated SABC / State talk & music to Gauteng, North West and parts of Free State YFM English Youth station (mainly black) to greater Independent Johannesburg Jacaranda Eng/Afr "Oldie" contemporary music format Independent with news, sports bulletins & morning talk to N. Gauteng and beyond Good Hope FM Eng/Afr Adult contemporary music format SABC / State with news & sports bulletins to Western Cape Kfm Eng/Afr Adult contemporary music with news,

15 RADIO Independent sports and entertainment info to Western Cape metropolitan areas 567 Capetalk Eng Talk for Cape metropolitan area Independent P4 Radio English Regional station broadcasting 161 (KZN)0.6 Independent W. Cape & KZN metropolitan areas. 125 (Cape)0.4 East Coast Radio Eng/Afr Adult contemporary music with news Independent sports & talk shows to KwaZulu-Natal Category/Station Language/ Format/Target Ave. Day Language Ownership All Races Aud. AMPS 01 (B) 000 % Algoa Eng/Afr Adult contemporary music with news Independent and talk to Eastern Cape Oranje (Ofm)Eng/Afr Adult contemporary music with news Independent sports & talk shows to Free State, N. Cape & NW Province Lotus fm Eng/Indian Community/cultural station for SABC / State Indian communities in KwaZulu-Natal, Gauteng & other areas African language stations Ukhozi FM Zulu Full service station for Zulu speakers SABC / State in kwazulu-natal, Gauteng, Mpumalanga & other areas. Has split broadcast facility Umhloba Wenene Xhosa Full service station for Xhosa speakers in SABC / State Eastern Cape, Gauteng, S. Free State and other areas Motsweding FM Setswana Full service station for Setswana SABC / State speakers in NW Province, N. Cape, NE Free State & Mpumalanga Lesedi Sesotho Full service station for Sesotho speakers SABC / State in Free State, Gauteng, N. & E. Cape, NW Province & Mpumalanga Thobela FM N. Sotho Full service station for N. Sotho SABC / State speakers in from the Free State, through Gauteng to Limpopo. Munghana-Lonene Tsonga Full service station for Tsonga SABC / State speakers in Limpopo, NW Province & Gauteng Phalaphala FM Venda Full service station for Venda SABC / State speakers in far N. Limpopo & Gauteng CKI FM Eng/Xhosa Music station for Xhosa speakers SABC / State in East London/former Ciskei. Ikwekwezi FM Ndebele Full service station for Ndebele

16 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: many of 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 01 AMPS 01 (B) B/W F/C Exc VAT Exc VAT Bloemfontein Volksblad Naspers Afr AM R35.15 R51.28 Cape Town Cape Times INC Eng AM R51.30 R82.08 Cape Argus INC Eng PM R60.70 R97.12 Burger Naspers Afr AM R75.50 R Durban The Mercury INC Eng AM R44.52 R71.23 Daily News INC Eng PM R52.78 R84.45 Isolezwe INC Zulu AM launched Apr Per FC R36.00 East London Daily Dispatch Dispatch Eng AM R31.35 R57.15 Johannesburg Business Day BDFM Eng AM R79.00 R Citizen Caxton Eng AM R75.00 R Sowetan NAP Eng AM R R Star INC Eng AM/PM R R Beeld Naspers Afr AM R84.43 R Kimberley Diamond Fields INC Eng AM R14.60 R23.36 Adv. Pietermaritzburg Natal Witness Naspers Eng AM R24.75 R49.57 Port Elizabeth EP Herald Johnnic Eng AM R35.51 R62.14 Pretoria 17

17 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 01 AMPS 01B B/W F/C Exc VAT Exc VAT National City Press Naspers Eng Sun R R188.0 Mail & Guardian M&G Media Eng Fri R68.00 R Soccer Laduma Naspers Eng Wed R62.00 R84.00 Sunday INC Eng Sun R62.00 R99.20 Independent Sunday Sun Naspers Eng Sun NA R50.00 R72.00 Sunday Times Johnnic Eng Sun R R Sowetan Sunday NAP Eng Sun R65.00 R90.00 World Rapport Naspers Afr Sun R R Bloemfontein Naweek Volksblad Naspers Afr Sat R23.44 R39.56 Cape Town Weekend Cape INC Eng Sat/Sun Sat: 343 R65.30 R Argus Sun: 306 Burger Naspers Afr Sat R72.50 R Durban Ilanga Mandla-Matla Zulu Mon/Thu R47.37 R81.00 Post INC Eng Wed/Fri R30.63 R61.57 Independent on INC Eng Sat R53.22 R85.15 Saturday Sunday Tribune INC Eng Sun R76.13 R Johannesburg Citizen Caxton Eng Sat R55.00 R80.00 Saturday Star INC Eng Sat R69.00 R Naweek Beeld Naspers Afr Sat R72.76 R Port Elizabeth East Cape Johnnic Eng Sat R36.72 R64.26 Weekend This table reads: City Press is published by Naspers in English on Sundays. Its ABC circulation Jul-Dec 18

18 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. cmcol. cm Latest B/W F/C 000 Exc VAT Exc VAT Gauteng: Greater Johannesburg Gauteng: Greater Johannesburg Alberton Record Caxton Eng Weekly 27.6 free R28.66 BW+50% Boksburg Advertiser Caxton Eng(+Afr)Weekly 35.1 free R30.50 BW+50% Germiston City News Caxton Eng(+Afr)Weekly 29.1 free R25.00 BW+50% Krugersdorp News Caxton Eng/Afr Weekly 20.8 free R27.07 BW+50% Randburg Sun Caxton Eng Weekly 51.0 free R34.43 BW+50% Roodepoort Record Caxton Eng/Afr Weekly 60.7 free R36.73 BW+50% Sandton Chronicle Caxton Eng Weekly 63.2 free R39.32 BW+50% Southern Courier Caxton Eng(+Afr)Weekly 50.4 free R31.21 BW+50% Gauteng: Pretoria Record Centurion Caxton Afr/Eng Weekly 33.2 free R32.45 BW+50% Gauteng: Vaal Vaal Ster Naspers Eng/Afr Weekly 63.7 free R43.06 BW+50% North West Potchefstroom Herald Naspers Afr(+Eng)Weekly 6.3 sold R18.90 R28.35 Rustenburg Herald Caxton Eng/Afr Weekly 14.6 sold R17.17 BW+50% Mpumalanga Lowvelder Caxton Eng/Afr Tue & Fri 10.9 sold (Fri)R17.48 BW+50% Free State Ons Stad Naspers Afr/Eng Weekly 38.2 free R18.48 R33.93 Vista Naspers Afr(+Eng)Tue & Fri 32.7 free (Fri) R20.37 R35.82 KwaZulu-Natal S. Coast Herald Caxton Eng Weekly 14.2 sold R20.30 BW+50% Zululand Observer Caxton Eng(+Afr)Mon & Thu 11.8 sold (Thu)R21.95 BW+50% Eastern Cape P. E. Express Naspers Eng(+Afr)Weekly 76.7 free R27.00 R46.05 Cape Town Tygerburger (6 editions)naspers Afr(+Eng) Weekly free R70.40 R Western Cape 19

19 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 increased number of competing titles together with consumers reducing range of titles purchased. Subject/Title Group Lang Appears ABC Circ. Readers FP FP Jul-Dec 01 AMPS 01 (B) B/W F/C Exc VAT Exc VAT Black Interest Bona Caxton Eng+3 Monthly R R2 572 Drum Naspers Eng Weekly R R Pace Caxton Eng Monthly R R Tribute Penta Eng Monthly R R True Love Naspers Eng Monthly R R Consumer Computing Computer Mag., SACB Eng Monthly Per FC R SA Current Affairs Insig New Media* Afr Monthly R8 900 R Time Magazine Time Warner Eng Weekly R R General Interest/TV Huisgenoot Naspers Afr Weekly R R People Caxton Eng Fortnightly R7 350 R Reader's Digest Digest Assoc. Eng Monthly R R Dish/Skottel Multichoice Eng/Afr Monthly Per FC R M-Net TV Guide TV Plus Naspers Eng/Afr Monthly R6 579 R9 400 You Naspers Eng Weekly R R Lifestyle/Entertainment Country Life, SA Caxton Eng Monthly R8 820 R De Kat Penta Afr Monthly R R Longevity Johnnic Eng Monthly R R SL Intelligence Eng Monthly Per FC R Style Caxton Eng Monthly R8 890 R Wine Ramsays Eng Monthly R8 750 R Men's Interest FHM Naspers Eng Monthly Per FC R GQ Conde Naste Eng Monthly R R Mens Health Touchline* Eng Monthly R R Motoring Bike SA Bike SA Eng Monthly Per FC R Car Ramsays Eng Monthly R R Drive Johnnic Eng Monthly R R Topcar Kemsley Eng Monthly R R Music/Youth Top 40 Iso Pub. Eng Monthly N/A 58 R5 796 R

20 CONSUMER MAGAZINES Y Mag Yired Pub. Eng Monthly Per FC R Newspaper Supplements Rapport Tydskrif Naspers Afr Weekly see Rapport R R S. Times Johnnic Eng Weekly see S. Times R R Magazine Travel/Adventure Getaway Ramsays Eng Monthly R R Religion Joy Caxton Eng Monthly R3 388 R4 840 Subject/Title Group Lang Appears ABC Circ. Readers FP FP Jul-Dec 01 AMPS 01 (B) B/W F/C Exc VAT Exc VAT Sport Complete Golfer Ramsays Eng Monthly R R Kickoff Touchline* Eng Fortnightly R R Man/Magnum Man, SA Eng/Afr Monthly R5 745 R9 250 Sports Illustrated, Touchline* Eng Monthly R R SA Stywe Lyne/Tight Stywe Lyne Afr Monthly R4 367 R6 820 Lines (+Eng) Women's/Home Interest Cosmopolitan Associated Eng Monthly R R Elle Johnnic Eng Monthly Per FC R Essentials Caxton Eng Monthly R R Fair Lady Naspers Eng Fortnightly R R Femina Associated Eng Monthly R R Finesse Carpe Diem Afr Monthly Per FC R Food & Home Caxton Eng Monthly R8 904 R Entertaining Garden & Home, Caxton Eng Monthly R R SA Gardening, SA Primedia Eng Monthly Per FC R House & Garden Conde Naste Eng Monthly R R House & Leisure Associated Eng Monthly R R Living & Loving Caxton Eng Monthly R9 923 R Marie Claire Caxton Eng Monthly R R Rooi Rose Caxton Afr Monthly R R Sarie Naspers Afr Fortnightly R R Shape Touchline* Eng 10xpa R R Vrouekeur Caxton Afr Weekly R5 992 R8 560 Woman's Value Naspers Eng Monthly R R

21 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 and category is under pressure. The financial weeklies, particularly Financial Mail dominates the whole category. Circulation trend: pressure on print and distribution (ie, postage) costs is forcing each professional publisher to continually weed-out non-core market circulation. Subject/Title Group Lang. Appears ABC Circ. Readers FP: B/W FP: F/C Latest AMPS 01 Exc VAT Exc VAT 000 (B) 000 Agriculture Farmers Weekly Caxton Eng Weekly R3 850 R5 500 Landbouweekblad Naspers Afr Weekly R8 700 R Architecture/Building SA Architect Primedia Eng 6xpa 3.8 Per FC R8 250 SA Builder/Bouer Malnor/BIFSA Eng/Afr Monthly 4.8 Per FC R6 395 Building Johnnic Eng 5xpa 4.5 Per FC R6 500 Automotive/Transport Auto. Eng. & Spares Swift Eng 6xpa 17.7 R9 540 R Automobile M&M Eng Monthly 9.4 R8 500 R9 500 (+Afr) Fleet Watch IHS Eng Monthly 6.0 Per FC R8 695 Catering/Hotels Hospitality Johnnic Eng 6xpa 8.0+ Per FC R8 800 Hotel & Restaurant Ramsays Eng Monthly 8.5 R6 750 R Computers/IT Business 2.0 Intelligence Eng Monthly 11.8 Per FC R Computerweek Systems Eng Monthly 6.2 Per FC R Strategist Computing SA Johnnic Eng Weekly 12.3 R R Electrical/Electronics Electricity + Control Crown Eng Monthly 4.9 R6 640 R8 260 Vector EE Pub. Eng Monthly 4.5 R6 428 R8 160 Fashion & Clothing Pursuit Johnnic Eng 6xpa 4.5 R8 337 R8 920 Finance & Business Enterprise Mafube Eng Monthly R R F&T Finance Week Naspers Eng Weekly Per FC R F&T Finansies Naspers Afr Weekly Per FC R & Tegniek Financial Mail Johnnic Eng Weekly R R Human Resources HR Future Osgard Media Eng Monthly 10.2 R5 335 R6 747 Industry Civil Eng. Contractor Brooke Pattrick Eng Monthly 3.7 R5 150 R6 800 Construction World Crown Eng Monthly 4.6 R6 150 R

22 BUSINESS TO BUSINESS Engineering News Martin Eng Weekly 18.1 Per FC R Creamer Marketing AdVantage Primedia Eng Monthly 4.8 R8 550 R9 500 Marketing Mix Systems Eng Monthly 2.9 Per FC R Medical CME SA Medical Eng/Afr Monthly 10.6 R6 130 R9 560 Assoc. Modern Medicine IHS Eng Monthly 7.2 R6 170 R9 850 Subject/Title Group Lang. Appears ABC Circ. Readers FP: B/W FP: F/C Latest AMPS 01 Exc VAT Exc VAT 000 (B) 000 Mining Mining Mirror Brooke Pattrick Eng Monthly 3.3 R5 150 R6 800 Mining Weekly Martin Eng Weekly 17.6 Per FC R9 400 Creamer Municipal/Government Government Digest Malnor Eng Monthly 2.5 Per FC R6 950 Urban Green File Brooke Pattrick Eng 6xpa 4.2 Per FC R5 600 Pharmacy Modern Pharmacy IHS Eng Monthly 3.8 R4 930 R7 420 SA Pharmaceutical Medpharm Eng/Afr Monthly 4.5 R5 000 R7 700 Jnl Printing 23

23 CINEMA The market: Cinema chains are continually building, upgrading and revitalising cinema houses. Nevertheless, attendances are under pressure. Cinema has provided one of the lower media inflation rates over the long term. Area/Centre Screens Group Capacity Ave. Weekly Rate Attendance 30 Jun-Dec 01 Non-peak Gauteng Sandton Cine 16 Ster-Kinekor R5 400 Hyde Park Metro 10 Nu Metro R2 525 Rosebank Nouveau 10 Ster-Kinekor R2 685 Randburg Cresta Cine 10 Ster Kinekor R3 905 Montecasino Metro 15 Nu-Metro R3 215 Southgate Cine 7 Ster-Kinekor R1 370 JHB CBD Carlton Cine 5 Ster-Moribo R610 Roodepoort Westgate 10 Ster Kinekor R2 855 Benoni Cine Centre 6 Avalon R700 Boksburg East Rand Mall 9 Ster Kinekor R2 685 Pretoria CBD Arcadia Sterland 13 Ster-Kinekor R2 625 Hatfield Metro 8 Nu Metro R1 460 Brooklyn Mall Cine 9 Ster Kinekor R3 735 Mpumalanga Nelspruit Riverside Mall 8 Nu-Metro R1 925 Witbank Saveway Metro 5 Nu-Metro R860 North West Rustenburg Cine 5 Ster-Kinekor R1 190 Potchefstroom Kine 5 Ster-Kinekor R940 Limpopo 24

24 CINEMA Pietersburg Cine 6 Ster-Kinekor R1 030 Western Cape V&A Waterfront Metro 11 Nu-Metro R5 025 Cavendish Cineplex 8 Ster Kinekor R4 750 Tokai Blue Route 6 Ster Kinekor R1 530 Area/Centre Screens Group Capacity Ave. Weekly Rate Attendance 30 Jun-Dec 01 Non-peak Goodwood N1 City 7 Nu Metro R1 835 Bellville Tygervalley 10 Ster-Kinekor R5 260 Somerset West Mall Cine 6 Ster-Kinekor R2 480 Eastern Cape Port Elizabeth Greenacres Bridge 8 Ster-Kinekor R2 175 Walmer Park Metro 8 Nu-Metro R1 540 East London Vincent Park 5 Ster Kinekor R1 190 Northern Cape Kimberley Kine 4 Independent R440 Free State Bloemfontein CBD Mimosa Mall 7 Ster-Kinekor R2 480 Loch Logan Metro 6 Nu Metro R1 200 KwaZulu-Natal Durban CBD 25

25 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 excl. production Spectaculars/Supersigns Any size, landscape or portrait, Placed in strategic positions On quotation mainly illuminated 96 sheet billboard 96 & 48 sheet R3000 3m deep x 12m wide are the dominant outdoor non-illuminated variant in terms of size and 48 sheet billboard number of sites. R1800 3m deep x 6m wide nationally non-illuminated Increasing number of smaller 16 sheet billboard units are being erected R850 2m x 3m strategic locations 12 sheet R625 1,5m x 3m Six sheet posters Located mainly in or 1.8m x 1.2m to retail outlets in urban & rural locations. Available Four sheet posters nationally. R200 upwards "1,56m deep x 1,05m wide" Major contractors favour 6 sheet depending on variant (60inches deep x 40inches wide)sizes. Electronic bulletin boards Many different formats Located in strategic positions, On quotation garage forecourts etc. Provide colour and movement. Some variants updated by telephonic link. Bus shelters Various formats depending on Located along many R1100 illuminated contractor & municipality bus routes. new JHB style Trains/Buses/Taxis Opportunities range from posters Availability subject to transport R2000 overall painted pasted on vehicles to painted companies carrying Megabus all-over trains. Plus interiors. advertising. Most R950 overall painted units in metropolitan areas. 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 26

26 ONLINE MEDIA The medium of continued hype and speculation. SA has some 50 major and numerous smaller internet sites that accept or would like to accept commercial advertising. The bigger sites have sub-communities to attract specialist targets. A selection of more interesting sites follows: Category/ Address/ Comment Performance Base site owner ABCe* rates CPM Business & finance Business Day Online Online edition of the daily R350 BDfm and more Financial Mail Online edition of R350 Interactive BDfm premier weekly Moneymax Investment site R300 Mweb Summit SA s business TV N/A R350 BDfm channel online. Motoring Cartoday Car magazine online R300 Ramsay Son & Parker News/current affairs dm&g Mail & Guardian online N/A R180 Mail & Guardian Sunday Times lus community zones: R250 Johnnic e-ventures business, sport, lifestyle, health, education, jobs Portal iafrica.com Content hub from major R200 Metropolis service provider. Includes number of communities. Independent Online Content hub feeding from R250 Independent News & Independent News daily Media and weekend newspapers. M-Web Network Content hub. Includes N/A R150 MWeb IT Web and others News24 A content hub feeding R150 Naspers from Media 24 newspapers and magazines Recruitment Career Junction Registers CV s, respond R250 RGI WorkNet to jobs Search engines Ananzi SA s premier search R250 Braby s engine Sport 27

27 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: Tel: bwortley@iafrica.com Contact: Ms. Brenda Wortley (Chairperson) CT: C/o Ogilvy & Mather, PO Box 1142, CAPE TOWN 8000 Tel: (021) bryan@ogilvy.co.za Contact: Mr Bryan Gibson (Chairperson) 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) To merge with Direct Marketing Assoc. of Southern Africa and Institute of Marketing Management. 8 Sloane Street, BRYANSTON, 2021 PO Box 98859, SLOANE PARK, 2152 Tel: (011) Fax: (011) fiona@asom.co.za Contact: Mr Howard Gabriels (Executive Director), Ms. Fiona Wardle (PA) Creative Directors Forum (CDF) PO Box 4651, RIVONIA 2128 Tel: (011) Fax: (011) arlene@jupiter.co.za Contact: Mrs Arlene Donnenberg (Administrator) The Direct Marketing Association of Southern Africa (DMASA) To merge with Association of Marketers and Institute of Marketing Management. 2 Clamart Road, RICHMOND, 2092 PO Box 977, AUCKLAND PARK, 2006 Tel: (011) Fax: (011) dma@dma.org.za Web: Contact: Mr Davy Ivins (Executive Director) The Institute of Marketing Management (IMM) To merge with Association of Marketers and Direct Marketing Assoc. of Southern Africa. Marketing House, 2 Hermitage Terrace, RICH- MOND, 2092 PO Box 91820, AUCKLAND PARK, 2006 Tel: (011) Fax: (011) imm@icon.co.za Web: Contact: Mr James McLuckie (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) virginiafourie@iafrica.com Contact: Ms Virginia Fourie (Chairperson) 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_hanli@global.co.za Web: Contact: Ms Heather Kennedy MEDIA OWNER BODIES National Association of Broadcasters (NAB) Willowview, Burnside Island Office Park, 410 Jan Smuts Avenue, CRAIGHALL PARK PO Box , CRAIGHALL, 2024 Tel: (011) Fax: (011) lara@nabsa.co.za Web: nab.org.za Contact: Ms Lara Kantor (Executive Director) Outdoor Advertising Association of SA 28

28 USEFUL CONTACTS (OAASA) North Wing, 5th Floor Nedbank Gardens, 33 Bath Avenue, Rosebank, 2196 PO Box 1006, PARKLANDS, 2121 Tel: (011) Fax: (011) 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) Contact: Mr Graham Langmead (CEO) Community Press Association of Southern Africa(CPA) Per PMSA Newspaper Association of Southern Africa (NA) Per PMSA Magazine Publishers Association of Southern Africa (MPA) Per PMSA MEDIA INDUSTRY BODIES Advertising Benevolent Fund of Southern Africa (ABF) C/o Ogilvy & Mather, Block 1 Brand Building, 15 Sloane Street, BRYANSTON 2021 PO Box , BENMORE, 2010 Tel: (011) Fax: (011) abfjhb@ogilvy.co.za Contact: Mr Andre Cronje (General Manager) Advertising Media Association of SA (AMASA) JHB: PO Box 71025, BRYANSTON, 2021 Tel: (011) Fax: (011) sue.walker@tbwa.co.za Web: Contact: Ms Sue Walker (Chairperson) Audit Bureau of Circulations (ABC) 5th Floor, Nedbank Gardens, 33 Bath Avenue, ROSEBANK, 2196 PO Box 47189, PARKLANDS, 2121 Tel: (011) Fax: (011) sharong@printmedia.org.za Contact: Ms Sharon Grundy (Admin. Manager) Audit Bureau of Circulation, 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) gregc@abc.org.za Contact: Mr. Greg Couvaras (Auditor General) 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 (Braodcasting), Pinmill Farm, 164 Katherine Street, SANDTON Private Bag X10002, SANDTON 2146 Tel: (011) Fax: (011) white@icasa.org.za Web: Contact: Mr. Mandla Langa (Chairperson), Ms. Charmaine White (Secretary) 29

29 MEDIA DIRECTION SECTION HEADING E CONOMIC NOTES A CTIVITY

30 SECTION HEADING MEDIA DIRECTION NOTES

31 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: NORIPOP BUILDING, 87 GOBLE ROAD, MORNINGSIDE DURBAN, WESTVILLE, 3630 TEL: (031) FAX: (031)