South African MEDIA FACTS

Transcription

1 South African MEDIA FACTS 2005

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 Economic 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 Out of home 24 Online Media 25 Useful Contacts 26 2

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, 15.2% of its population and 7.6% of its GDP. * Mid 2004 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 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 Botswana Gabon Mozambique Namibia Zimbabwe + N/A N/A - World low income World middle income World high income This table reads: according to the World Bank, South Africa's Gross National Income in 2003 was US$126.0 billion (rank 32), its population 45.3 million and the average Gross National Income per capita was $2780 (rank 94). * World Development Indicators 2004 report which used 2002 data to rank countries. + Data no longer reflected. Source: World Bank s World Development Indicators 2004 Year CPI GDP Rand Prime % incr. % incr. to US$ Rate % CPI & GDP 1996 to 2007 Year CPI GDP Rand Prime % incr. % incr. to US$ Rate % (proj) (proj) (proj) This table reads: in 1996 the Consumer Price Index (CPI) rose by 7.4% over The Gross Domestic Product (GDP) rose by 4.3%. The US$ bought R4.29 and the Prime lending rate was 20.25%. Source: Nedcor Economic Unit 4

7 economic indicators GDP by Economic activity 1999 vs Rm at constant year 2000 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 Personal services General Government services Total value at basic prices Taxes less subsidies GDP This table reads: Agriculture, forestry & fishing accounted for R26213m (3.0%) of GDP in In 2004 it accounted for R2692m (2.6%) - a rise of 2.7% at constant 2000 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 2004, the adult population is million. Of these million (75.2%) are Black and million (8.6%) are Coloured. (Rounding-off occurs) Source: AMPS 2004

9 demographics Population distribution by age Age % * This table reads: the 0 to 9 age group accounted for 22.2% of the SA population in the 2001 Census, adjusted mid Source: Statistics South Africa Census 2001, adjusted mid 2004 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 IsiZulu Sepedi Sesotho Tshivenda IsiXhosa Setswana Xitsonga IsiNdebele * 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 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 (23) Any AMPS newspaper Any of AMPS magazines Weeklies (11) Fortnightlies (2) Monthlies (58) Alternate monthlies (6) 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 Trailer Ads This table reads: according to AMPS 2004, 21.0% of all adults were reached by the average issue of all 18 daily newspapers monitored by the survey. Penetration was highest amongst Whites (36.3%) and lowest amongst Blacks (16.9%). Source: AMPS

11 Category the media markets Above the line Adspend in R millions Year 1991 Rm % 2003 Rm % 2004 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 2003/4 This table reads: according to Multimedia, TV accounted for R857.6 million (35.1%) of the R million spend on media in This rose to R million (39.6%) in Source: Nielsen Media Research s Multimedia 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 N/a DStv audio services Web pages 1.4 Bn +3 Bn +5 Bn +8 Bn This table reads: there were no TV channels in In December 2004 there were 67. 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: Media Manager 9

12 the media markets Adspend vs CPI Year Adspend CPI % Base % Base This table reads: in 1995 adspend as monitored by Multimedia was up by 14.8% on the previous year. The consumer Price Index (CPI) was up by 8.6%. On a base of 100 in 1994, by 2004 adspend is 420 and CPI is 171. Note: % increases excludes self promotion of media. Source: Nielsen Media Research s Multimedia, Nedcor Above the line Adspend by Category 2004 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 Competitions/self prom Total * This table reads: according to Multimedia, above the line expenditure on Food was R588.4 million in 2004 (4.0%) out of the total of R14,792 million). Note: rounding off occurs, categories different to adspend by media type. Source: Nielsen Media Research s Multimedia Food Health & Beauty Beverages Household Banking/ Insurance Retail Tobacco & Related Travel transport & leisure Business to Business Education / misc Media Promotion Misc small display Competitions/self prom. 10

13 television The market: further growth of DStv and an additional 2 SABC stations will pressure the TV mix. Viewership trend: continues in flux as stations jostle for audience via programming opportunities. Station Ownership/ Comment Last 7 days viewership Language 000 AMPS 2004 Black Coloured Indian White SABC 1 SABC Free-to-air All official languages SABC 2 SABC Free-to-air All official languages SABC 3 SABC Free-to-air All official languages etv etv Free-to-air. Launched Oct Mainly English M-Net M-Net Pay TV station, Mainly English predominantly upper income audience. Subscriber base under 254,400 and shrinking in favour of DStv (N.B. audience includes open time and digital via DStv) DStv Multichoice Digital satellite pay station, Mainly English over 60 channels, 31 major opportunities carry advertising, including digital M-Net. Subscriber base over 882,400 (SA only) and growing. (NB: audience non-m-net) This table reads: SABC1 is owned by the SABC and broadcasts free-to-air in all official languages. Its last 7 days black viewership ex AMPS 2004 is 16.3 million adults. Source: OMD/AMPS

14 television Top 5 programmes Station Programme Day TVR Time SABC1 Generations Thu h00-20h30 Generations Mon h00-20h30 Generations Tue h00-20h30 Bold & Beautiful Mon h00-18h30 Generations Wed h00-20h30 SABC2 7de Laan Wed h30-19h00 Nuus Wed h00-19h30 7de Laan Tue h30-19h00 7de Laan Thu h30-19h00 7de Laan Mon h30-19h00 SABC3 Big Moma s House Sat h30-21h00 Isidingo Mon h30-19h00 Isidingo Thu h30-19h00 Isidingo Tue h30-19h00 Isidingo Wed h30-19h00 e-tv International Smackdown Wed h30-21h30 Live Lotto Draw Wed h30-21h35 International Raw Sun h00-18h00 News Update Sun h00-18h05 Submerged Fri h00-21h45 M-Net Egoli Wed h00-18h30 Egoli Tue h00-18h30 Egoli Fri h00-18h30 Egoli Mon h00-18h30 Egoli Thu h00-18h30 This table reads: SABC1 s leading programme w/c 14th February, 2005 was Thursday s Generations broadcast between 20h00 and 20h30. It achieved 17.0 TVR against all adults. W/c 14th February, Base: all adults TV Performance Station SABC1 SABC2 SABC3 etv M-Net Cost 20x30 spots R491,500 R318,000 R305,500 R324,000 R265,280 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 14h February Channels per Media Inflation Watch package. Rates per rate card, significant discounts may be negotiated. This table reads: 20 spots on SABC1 spread 15h00 to 23h00 Mon-Sun cost R491,500 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 are the new order. Category/Station Language/ Format/Target Past 7 days Owner or control All Races Aud. AMPS 2004 '000 % National stations 5fm English Popular music format to all major SABC metropolitan areas countrywide. Metro English Contemporary black orientated SABC music, news & talk shows targeted to trendy sophisticated blacks in major metropolitan areas. SAfm English Full service content. For the SABC well informed. New format Radio Sonder Grense Afrikaans Full service national community/ SABC cultural station. Radio 2000 Eng/Afr Mainly sports. Audience fluctuates with SABC events covered. Shares signal with Radio Pulpit. Radio Pulpit Eng/Afr Religious. FM signal shared with Radio Radio Pulpit and on AM 657 English/Afrikaans regional/inter-regional stations 702 English Mainly talk format to greater Primedia Gauteng and beyond. Medium wave (Highveld) English Adult contemporary music format Primedia with humour, news & sports bulletins to Gauteng. Classic FM English Classic, good music and news. Gauteng Classic FM based. Plus netcast. Kaya FM English Adult contemporary music for urban Thebe/NAIL/ blacks in greater Johannesburg. Makana YFM English Youth station (mainly black) to greater Union Housing Trust 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 SABC with news & sports bulletins to Western Cape. Kfm Eng/Afr Adult contemporary music with news, Primedia sports and entertainment info to Western Cape (+Broadcape) 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 2004 '000 % P4 Radio English Regional station broadcasting 618 (KZN) 2.0 Makana Trust/P4 Western Cape & KwaZulu-Natal metropolitan 578 (Cape) 1.9 areas. East Coast Radio Eng/Afr Adult contemporary music with news Kagiso sports & talk shows to KwaZulu-Natal. Algoa Eng/Afr Adult contemporary music with news AME 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 SABC Indian communities in kwazulu-natal, Gauteng & other areas. African language stations Ukhozi FM Zulu Full service station for Zulu speakers SABC in KwaZulu-Natal, Gauteng, Mpumalanga & other areas. Has split broadcast facility. Umhlobo Wenene Xhosa Full service station for Xhosa SABC speakers in Eastern Cape, Gauteng, S. Free State and other areas. Motsweding FM Setswana Full service station for Setswana SABC speakers in NW Province, N. Cape, NE Free State & Mpumalanga. Lesedi Sesotho Full service station for Sesotho SABC speakers in Free State, Gauteng, N. & E. Cape, NW Province & Mpumalanga. Thobela FM N. Sotho Full service station for N. Sotho SABC speakers in from the Free State, through Gauteng to Limpopo. Munghana-Lonene Tsonga Full service station for Tsonga SABC speakers in Limpopo, NW Province & Gauteng. Phalaphala FM Venda Full service station for Venda SABC speakers in far N. Limpopo & Gauteng. CKI FM Eng/Xhosa Music station for Xhosa speakers SABC in East London/former Ciskei. Ikwekwezi FM Ndebele Full service station for Ndebele SABC speakers in Mpumalanga, Gauteng & Limpopo. LiGwalagwala FM Swazi Full service station for Swazi SABC speakers in Mpumalanga & Gauteng. Community/DStv stations Various Various Community appeal, from niche Independent to religious interest. 149 stations monitored in AMPS 2004 This table reads: 5fm is an English language station owned by the South African Broadcasting Corporation (SABC). It has a popular music format with million listeners (4.9% of the population) over the past 7 days (AMPS 2004). Source:???? 14

17 newspapers: dailies The Market: traditionally each major urban centre has had its own set of competing English and/or Afrikaans dailies. The last few years has seen the surge in popular journalism with the launch and massive success of Daily Sun. 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 show 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 04 AMPS 04A B/W F/C Exc VAT Exc VAT Bloemfontein Volksblad Media24 Afr AM R43.26 R63.10 Cape Town Cape Times INC Eng AM R66.10 R Cape Argus INC Eng PM R77.35 R Burger Media24 Afr AM R93.85 R Durban The Mercury INC Eng AM R55.29 R88.47 Daily News INC Eng PM R65.55 R Isolezwe INC Zulu AM Per FC R51.43 East London Daily Dispatch Johncom Eng AM R38.55 R70.32 Johannesburg Business Day BDFM Eng AM R98.00 R Citizen Caxton Eng AM R82.00 R Daily Sun Media24 Eng AM R R Sowetan Johncom Eng AM R R Star INC Eng AM/PM R R Beeld Media24 Afr AM R R Kimberley Diamond Fields Adv. INC Eng AM R18.50 R29.60 Pietermaritzburg Witness Media24 Eng AM R31.10 R62.20 Port Elizabeth Herald Johncom Eng AM R43.47 R79.12 Pretoria Pretoria News INC Eng PM R40.00 R64.00 This table reads: Bloemfontein s Volksblad is published by Media24 in Afrikaans mornings. Its ABC circulation Jul-Dec 2004 is 29,000 (rounded). Its readership ex AMPS 2004 is 126,000. A single column centimetre BW is R43.26 and FC is R63.10 (2005 exc VAT). 15

18 newspapers: major weeklies The market: most large urban centre 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, especially the emergence of Afrikaans popular journalism via Cape Town s Son. 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 04 AMPS '04A B/W F/C Exc VAT Exc VAT National City Press Media24 Eng Sun R R Mail & Guardian M&G Media Eng Fri R R Soccer Laduma Media24 Eng Wed R R Sunday Independent INC Eng Sun R80.00 R Sunday Sun Media24 Eng Sun R78.00 R Sunday Times Johncom Eng Sun R R Sunday World Johncom Eng Sun R87.00 R Rapport Media24 Afr Sun R R Bloemfontein Naweek Volksblad Media24 Afr Sat R28.85 R48.68 Cape Town Weekend Cape Argus INC Eng Sat/Sun Sat: 410 R82.75 R Sun: 298 Burger Media24 Afr Sat R93.85 R Son Media24 Afr Fri R66.00 R Durban Ilanga Mandla-Matla Zulu Mon/Thu R57.02 R97.46 Post INC Eng Wed R36.78 R73.56 Independent on Saturday INC Eng Sat R65.74 R Sunday Tribune INC Eng Sun R R Johannesburg Citizen Caxton Eng Sat R62.00 R93.00 Saturday Star INC Eng Sat R90.00 R Naweek Beeld Media24 Afr Sat R90.78 R Port Elizabeth Weekend Post Johncom Eng Sat R45.78 R83.32 This table reads: City Press is published by Media24 in English on Sundays. Its ABC circulation Jul-Dec 2004 is 174,000 (rounded) and its AMPS 2004 readership is 2,066,000 adults all races. A single column centimetre BW is R and FC is R (2005 exc VAT). 16

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: many urban newspapers have put on circulation in line with the increase in local population/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 35.2 free R % Boksburg Advertiser Caxton Eng(+Afr) Weekly 39.9 free R % Germiston City News Caxton Eng(+Afr) Weekly 29.3 free R % Krugersdorp News Caxton Eng/Afr Weekly 25.7 free R % Randburg Sun Caxton Eng Weekly 56.3 free R % Roodepoort Record Caxton Eng/Afr Weekly 53.2 free R % Sandton Chronicle Caxton Eng Weekly 54.0 free R % Southern Courier Caxton Eng(+Afr) Weekly 52.7 free R % Gauteng: Pretoria Record Centurion Caxton Afr/Eng Weekly 39.0 free R % Gauteng: Vaal Vaal Ster Media24 Eng/Afr Weekly 62.5 free R % North West Potchefstroom Herald Media24 Afr(+Eng) Weekly 7.1 sold R23.47 R35.20 Rustenburg Herald Caxton Eng/Afr Weekly 19.4 sold R % Mpumalanga Lowvelder Caxton Eng/Afr Tue & Fri 13.3 sold: Fri R % Free State Ons Stad Media24 Afr/Eng Weekly 37.3 free R23.00 R39.65 Vista Media24 Afr(+Eng) Weekly 37.7 free R25.36 R42.01 KwaZulu-Natal: Durban Highway Mail Caxton Eng Weekly 43.8 free R % Northglen News Caxton Eng Weekly 27.3 free R % KwaZulu-Natal: North/South Coast South Coast Herald Caxton Eng Weekly 16.5 sold R % Zululand Observer Caxton Eng(+Afr) Tue & Fri 13.3 sold: Fri R % Eastern Cape: Port Elizabeth P. E. Express Media24 Eng(+Afr) Weekly 89.8 free R34.35 R58.53 Western Cape: Cape Town Constantiaberg Bulletin INC Eng Weekly 29.1 free R31.50 R50.40 Southern Suburbs Tatler INC Eng Weekly 38.8 free R32.05 R51.15 Tygerburger (7 editions) Media24 Afr(+Eng) Weekly free R94.40 R Western Cape: Boland District Mail Media24 Eng/Afr Weekly 14.7 sold R25.03 R38.79 Eikestadnuus Media24 Afr(+Eng) Weekly 8.9 sold R21.55 R33.40 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 35,200 (rounded). A column centimetre BW (2005 exc VAT) is R

20 consumer magazines The Market: SA has well 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, but average title s is softening. The important Women's sector is remarkably resilient despite pressure from increasing number of options allied to consumers reducing range of titles purchased. Readership trend: like circulation, generally softening.. Most English titles show significant, if not dominant, Black readership. Subject/Title Group Lang. Appears ABC Circ. Readers FP FP Latest AMPS 04A BW FC Exc VAT Exc VAT Consumer Computing PC Format Intelligence Eng Monthly Per FC R18700 Current Affairs Insig New Media* Afr Monthly Per FC R16750 Time Magazine Time Warner Eng Weekly R18410 R26300 General Interest/TV Bona + Caxton Eng+3 Monthly R18008 R25725 Drum + Media24 Eng Weekly R15300 R25500 Huisgenoot Media24 Afr Weekly R31195 R51990 People Caxton Eng Fortnightly R9828 R14040 Reader's Digest Heritage Eng Monthly Per FC R23950 Dish/Skottel TV Guide Multichoice Eng/Afr Monthly Per FC R49900 TV Plus Media24 Eng/Afr Fortnightly R14125 R23540 You Media24 Eng Weekly R20655 R34420 Lifestyle/Entertainment Country Life, SA Caxton Eng Monthly R10584 R15120 Longevity Johncom Eng Monthly R16200 R20700 SL Intelligence Eng Monthly Per FC R18755 Style Caxton Eng Monthly R9828 R14040 Wine Ramsays Eng Monthly R11030 R16370 Men's Interest FHM Upper Case* Eng Monthly Per FC R42350 GQ Conde Naste Eng 6xpa R20250 R27000 Mens Health Touchline* Eng Monthly R32000 R39900 Motoring Bike SA Bike SA Eng Monthly Per FC R13614 Car Ramsays Eng Monthly R22500 R32800 Drive Johncom Eng Monthly R10396 R13780 Topcar Kemsley Eng Monthly Per FC R26793 Music/Youth Saltwater Girl Atol* Eng 10xpa 35.3 NA Per FC R17250 Y Mag + Yired Eng 6xpa Per FC R

21 consumer magazines Newspaper Supplements Rapport Tydskrif Media24 Afr Weeklysee Rapport 1227 R24806 R36382 S. Times Magazine Johncom Eng Weeklysee S. Times 1861 R37683 R50865 Travel/Adventure Getaway Ramsays Eng Monthly R19550 R27800 Religion Joy Carpe Diem$ Eng Monthly Per FC R8495 Retailer s titles Edgars Imagine/ Droom Publishing Part. Eng/Afr Monthly Per FC R42300 Sport Compleat Golfer Ramsays Eng Monthly R14600 R18500 Kickoff + Touchline* Eng Weekly Per FC R27500 Man/Magnum Man, SA Eng/Afr Monthly R7200 R11750 Sport's Illustrated, SA Touchline* Eng Monthly R25432 R28900 Stywe Lyne/ Tight Lines Stywe Lyne Afr(+Eng) Monthly R5590 R8750 Women's/Home Interest Cosmopolitan Associated Eng Monthly Per FC R38500 Elle Johncom Eng Monthly R25400 R31300 Essentials Caxton Eng Monthly R17010 R24300 Fair Lady Media24 Eng Monthly R20735 R34560 Femina Associated Eng Monthly Per FC R29200 Finesse Carpe Diem$ Afr Monthly Per FC R16995 Food & Home Entertaining Caxton Eng Monthly R10206 R14580 Garden & Home, SA Caxton Eng Monthly R19278 R27540 Gardening, SA Primedia Eng Monthly Per FC R19600 House & Garden Conde Naste Eng Monthly R22425 R29900 House & Leisure Associated Eng Monthly Per FC R25500 Living & Loving Caxton Eng Monthly R11760 R16800 Marie Claire Associated Eng Monthly Per FC R31000 Rooi Rose Caxton Afr Monthly R17017 R24310 Sarie Media24 Afr Monthly R16475 R27460 Shape Touchline* Eng Monthly Per FC R27500 True Love + Media24 Eng Monthly R21345 R35575 Vrouekeur Caxton Afr Weekly R7966 R11380 Woman's Value/Dit Media24 Eng/Afr Monthly /220 R19400 R32300 Your Baby Alchemy* Eng Monthly Per FC R15200 Your Family Caxton Eng Monthly R15120 R Predominantly Black editorial focus * Part of Media24 (Naspers). $ Part of Caxton. Monthly includes 11xpa. This table reads: PC Format is published by Intelligence in English monthly. Its latest ABC circulation is 20,000 (rounded) and its AMPS 2004 readership is 182,000 adults all races. A full page black & white or full colour is R18,700 (2005 exc VAT). 19

22 business to business The Market: SA has over 600 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 forces professional publishers to continually weed-out non-core market circulation. This is partially responsible for softening circulations. Subject/Title Group Lang. Appears ABC Circ. Readers FP/BW FP/FC Latest AMPS 04 A4/FC A4/FC Exc VAT Exc VAT Agriculture Farmers Weekly Caxton Eng Weekly R4914 R7020 Landbouweekblad Media24 Afr Weekly R11260 R19366 Architecture/Building Leading Arch. & Design Primedia Eng 6xpa 3.7 Per FC R8000 SA Builder/Bouer Malnor Eng/Afr Monthly 5.1 Per FC R7610 Built Johncom Eng 6xpa 8.0+ Per FC R9350 Automotive/Transport Auto. Eng. & Spares Swift Eng 6xpa 13.5 R10600 R13555 Automobile M&M Eng(+Afr) Monthly 8.9 R10200 R11950 Fleet Watch Fleetwatch Eng Monthly 5.0 R8600 R10350 Business/Management Enterprise Mafube Eng Monthly R15709 R20055 Finance Week Media24 Eng Weekly Per FC R31000 Finansies & Tegniek Media24 Afr Weekly incl. in Finance Week Financial Mail BDFM Eng Weekly R24410 R33680 Business Startup/Emerging BigNews Mehlo Eng Monthly R22770 R25672 Succeed Succeed Eng Monthly 24.5 Per FC R19800 Catering/Hotels Hospitality Johncom Eng Monthly 4.8 Per FC R9800 Hotel & Restaurant Ramsays Eng Monthly 8.7 R8300 R13800 Computers/IT Intelligence Intelligence Eng Monthly 6.0 Per FC R21500 Computing SA Johncom Eng Weekly 7.4 Per FC R16800 Conservation Urban Green File Brooke Pattrick Eng 6xpa 3.6 R6150 R8200 Electrical/Electronics Electricity + Control Crown Eng Monthly 4.8 R8356 R10445 Vector EE Pub. Eng Monthly 6.6 R8352 R10604 Fashion & clothing Pursuit Johncom Eng 6xpa 5.1 R9752 R10388 Human Resources HR Future Osgard Media Eng Monthly 9.2 R6973 R

23 business to business Subject/Title Group Lang. Appears ABC Circ. Readers FP/BW FP/FC Latest AMPS 04 A4/FC A4/FC Exc VAT Exc VAT Industry Civil Eng. Contractor Brooke Pattrick Eng Monthly 2.7 R7012 R9350 Construction World Crown Eng Monthly 4.7 R7880 R8900 Engineering News Creamer Media Eng Weekly 15.3 Per FC R14700 Marketing AdVantage Primedia Eng Monthly 3.5 Per FC R12900 Marketing Mix Systems Eng Monthly 5.2 Per FC R11400 Medical CME SA Medical Assoc. Eng/Afr Monthly 10.3 R7938 R12380 Modern Medicine IHS Eng Monthly 6.2 R7850 R12450 Mining Mining Mirror Brooke Pattrick Eng Monthly 2.7 R7012 R9350 Mining Weekly Martin Creamer Eng Weekly 14.6 Per FC R13100 Municipal/Government Government Digest Malnor Eng Monthly 4.0 Per FC R9200 IMIESA Shorten Eng/Afr Monthly 3.9 R7125 R9880 Pharmacy Modern Pharmacy IHS Eng Monthly 3.5 R7850 R12450 SA Pharmaceutical Jnl Medpharm Eng/Afr Monthly 4.3 R6300 R9500 Printing Graphix IHS Eng Monthly 2.2 R8090 R10080 Retail Supermarket & Retailer Supermarket & R Eng Monthly 7.2 Per FC R17305 Woza Woza Edition Pub. Eng 4xpa 8.3 Per FC R16000 Travel & Tourism SA s Travel News Weekly Now Media Eng Weekly 6.9 R17850 R23205 Monthly includes 10 & 11xpa. This table reads: Farmers Weekly is published by Caxton weekly in English. Its ABC circulation Jul-Dec 2004 is 14,000 (rounded) and its AMPS 2004 readership is 121,000 adults all races. A full page black & white (2005, exc. VAT) is R4914 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, fluctuates with the offers of Hollywood/Bollywood. Cinema rates are under pressure. Area/Centre Screens Group Capacity Av. Weekly Rate Attendance 30" 2004 Non-peak Gauteng Sandton Cine 11 Ster-Kinekor R6240 Hyde Park Metro 10 Nu Metro R4000 Rosebank Nouveau 10 Ster-Kinekor R4330 Randburg Cresta Cine 10 Ster Kinekor R6690 Montecasino Metro 15 Nu-Metro R7180 Southgate Cine 7 Ster-Kinekor R2800 JHB CBD Carlton Cine 5 Ster-Moribo R2000 Roodepoort Westgate 10 Ster Kinekor R4330 Benoni Lakeside 9 Nu-Metro R5530 Boksburg East Rand Mall 9 Ster Kinekor R5110 Pretoria CBD Arcadia Sterland 13 Ster-Kinekor R5530 Hatfield Metro 8 Nu Metro R3200 Brooklyn Mall Cine 9 Ster Kinekor R6810 Mpumalanga Nelspruit Riverside Mall 8 Nu-Metro R3530 Witbank Saveway Metro 5 Nu-Metro R2000 North West Rustenburg Cine 5 Ster-Kinekor R2330 Potchefstroom Kine 5 Ster-Kinekor R2000 Limpopo Polokwane Savannah Mall 6 Ster-Kinekor R2400 Western Cape V&A Waterfront Metro 11 Nu-Metro R

25 cinema Area/Centre Screens Group Capacity Av. Weekly Rate Attendance 30" 2004 Non-peak Cavendish Cineplex 8 Ster Kinekor R6740 Tokai Blue Route 6 Ster Kinekor R2400 Goodwood N1 City 7 Nu Metro R2800 Bellville Tygervalley 10 Ster-Kinekor R7210 Somerset West Mall Cine 8 Ster-Kinekor R3580 Stellenbosch Eikestad Cine 6 Ster-Kinekor R2730 Eastern Cape Port Elizabeth Greenacres Bridge 8 Ster-Kinekor R3530 Walmer Park Metro 8 Nu-Metro R3200 East London Vincent Park 5 Ster Kinekor R2330 Free State Bloemfontein CBD Mimosa Mall 7 Ster-Kinekor R3980 Loch Logan Metro 6 Nu Metro R2400 KwaZulu-Natal Durban CBD The Wheel 7 Ster-Kinekor R2800 Chatsworth Sanlam Cine 5 Ster-Kinekor R2330 Westville Pavillion Metro 12 Nu-Metro R6310 Musgrave Musgrave Cine 7 Ster Kinekor R4310 Umhlanga Gateway Cine 18 Ster-Kinekor R10740 Pietermaritzburg Scottsville Cine 7 Ster-Kinekor R3130 Richards Bay Boardwalk Metro 5 Nu-Metro R2000 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 ,275 tickets were sold. A 30 second spot (effective Mar 2004 exc VAT) on all 11 screens costs R6240 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 R8000 illuminated 3m deep x 12m wide are the dominant R4400 non-illuminated variant in terms of size and 48 sheet billboard number of sites. R2200 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 and highway R760 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 R2600 illuminated contractor & municipality bus R1200 non-illuminated Trains/Buses/Taxis Trains: Opportunities range from posters Availability subject to transport R233 for 4 panels per coach pasted on vehicles to painted companies carrying advertising. Most Buses: all-over trains. Plus interiors. units in metropolitan areas. R3200 painted sides/back Number of different opportunities at Taxis: railway stations and taxi ranks for R960 overall painted kiosks and promotional units Trailer Ads Normally adaptations of 48 sheets Major metropolitan R17,000 per month to fit on trailer towed by car plus out-of-town mileage 24

27 A medium of hype and speculation now heading toward maturity. SA has some 150 sites registered with the Online Publishers Association 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 Unique browsers CPM* Nov 2004 Business & finance Business Day Online Online edition of daily. 107,472 R350 Bdfm Financial Mail Interactive Online edition of weekly. 19,046 R350 Bdfm Free & subscription zones. Moneymax Investment and money site. 110,995 R220 Media24 Motoring Cartoday Car magazine online. 37,942 R250 Ramsay Son & Parker News/current affairs dm&g Mail & Guardian online. 206,578 R150 Mail & Guardian Sunday Times Community zones: 222,745 R250 Johncom business, sport, lifestyle, health, education, jobs. Communities iafrica.com From major service provider. 476,683 R250 Primedia Independent Online Information community 948,167 R200 Independent News & feeding from group s daily Media & weekend newspapers. M-Web Network From major service provider. 412,270 R200 Mweb News24 Information community 1,104,858 R220 Media24 feeding from group s newspapers & magazines. Recruitment Career Junction Registers CV s, respond 140,516 Neg. Johncom to jobs. Search engines Ananzi SA s premier search engine. 464,802 R250 Brabys Sport Supersport Community of sites for 197,142 R200 Supersport Holdings various sporting codes. Technology IT Web Internet, computer and 124,772 R250 IT Web Group telecommunications Travel/adventure GetawaytoAfrica Getaway magazine online. 16,704 R200 Ramsay Son & Parker * Base rate per thousand impacts 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 online media

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) Web: Previously Media Directors Circle (MDC) C/o OMD, 6 Benmore Road, BENMORE GARDENS, PO Box , SANDTON, Tel: (011) , Fax: (011) , gordon.muller@omdmedia.co.za Contact: Mr. Gordon Muller (JHB Chairperson), Ms. Brenda Wortley (Secretary) brenda@amf.org.za Association for Communication & Advertising (ACA) Web: Jan Smuts Avenue, BORDEAUX, PO Box 2302, PARKLANDS, Tel: (011) , Fax: (011) , lia@aaaltd.co.za Contact: Dr. Nina de Klerk (Executive Director) The Creative Circle Web: C/o O&M, The Brand Building, 15 Sloane Street, BRYANSTON, PO Box 69765, BRYANSTON, Tel: (011) , Fax: (011) , arlene.donnenberg@ogilvy.co.za 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). Web: 10th Floor, 17 Diagonal Street, NEWTOWN, PO Box 91820, AUCKLAND PARK, Tel: (011) , Fax: (011) , mpho@mfsa.co.za Contact: Mr. Mpo Makwana (CEO) Public Relations Institute of SA (PRISA) Web: Hendrik Verwoerd Drive, FERNDALE, PO Box 2825, PINEGOWRIE, Tel: (011) Fax: (011) info@prisa.co.za Contact: Ms. Margaret Moscardi (Director) Public Relations Consultants Chapter Web: n/a C/o PRISA, 108 Hendrik Verwoerd Drive, FERNDALE, 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) Web: Ground Floor, Graduate School of Marketing, 14 Park Road, AUCKLAND PARK, PO Box 91879, AUCKLAND PARK, Tel: (011) , Fax: (011) , samra@imm.co.za Contact: Ms. Cathleen Pasich MEDIA OWNER BODIES National Association of Broadcasters (NAB) Web: Building 2 Albury Office Park, Cnr Jan Smuts Avenue & Albury Road, HYDE PARK, PO Box , CRAIGHALL, Tel: (011) Fax: (011) lois@nabsa.co.za Contact: Mr. Johann Koster (Executive Director) Out of Home Media SA (OHMSA) Web: Block B, 376 Oak Avenue, RANDBURG, PO Box 1894, PARKLANDS, Tel: (011) , Fax: (011) , ohmsa@icon.co.za Contact: Mr Les Holley (General Manager) 26

29 Print Media SA (PMSA) Incorporates Newspaper Association of South Africa, Magazine Publishers Association of South Africa, Association of Independent Publishers of Southern Africa (formerly Community Press Association of Southern Africa). Web: n/a 510-5th Floor Nedbank Gardens, 33 Bath Avenue, ROSEBANK, PO Box 47180, PARKLANDS, Tel: (011) , Fax: (011) , Contact: Mrs. Natasha Volans (General Manager) MEDIA INDUSTRY BODIES Advertising Benevolent Fund of Southern Africa (ABF) Web: C/o O&M, Block 1 The Brand Building, 15 Sloane Street, BRYANSTON, PO Box , BENMORE, Tel: (011) Fax: (011) abfnational@ogilvy.co.za Contact: Mr Andre Cronje (General Manager) Hours: Mon, Wed, Fri: 09h00-17h00. Advertising Media Association of SA (AMASA) Web: JHB: PO Box 71025, BRYANSTON, Tel: (011) Fax: (011) info@amasa.org.za Contact: Ms. Karen Bailey (Chairperson) CT: Ms. Bridget Harris (Chairperson) Tel: (021) , bridget.harris@ogilvy.co.za. DBN: Ms. Helen Alexander (Chairperson) Tel: (031) , helen.alexander@unilever.com Audit Bureau of Circulations (ABC) Web: n/a 5th Floor, Nedbank Gardens, 33 Bath Avenue, ROSEBANK, PO Box 47189, PARKLANDS, Tel: (011) , Fax: (011) , abc@abc.org.za Contact: Ms. Sharon Grundy (Admin. Manager) useful contacts Online Publishers Association (OPA) Web: C/o Media24, 69 Kingsway, AUCKLAND PARK, 2092 PO Box 4116, CAPE TOWN, Tel: (011) , Fax: (011) , tvitale@opa.org.za Contact: Ms. Theresa Vitale (Secretary) SA Advertising Research Foundation (SAARF) Web: 54 Queens Road, BRYANSTON, PO Box 98874, SLOANE PARK, Tel: (011) , Fax: (011) , saarf@saarf.co.za Contact: Dr. Paul Haupt (CEO) INDUSTRY CONTROL BODIES Advertising Standards Authority (ASA) Web: Willowview, Burnside Island Office Park, 410 Jan Smuts Avenue, CRAIGHALL PARK, PO Box 41555, CRAIGHALL, Tel: (011) Fax: (011) executive@asasa.org.za Contact: Ms. Deline Beukes (Executive Director) Independent Communications Authority of SA (ICASA) Web: Pinmill Farm, 164 Katherine Street, SANDOWN, Private Bag X10002, SANDTON, Tel: (011) Fax: (011) cwhite@icasa.org.za 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: Port Elizabeth: Noriprop Building, 87 Goble Road, Morningside Durban, Westville, 3630 Tel: (031) Fax: (031) Courcelles Road, Lorraine, Port Elizabeth Tel: (041) Fax: (041)