Commenting on South African Media and Entertainment Outlook 2012-2016

The report revealed that revenue from advertising in newspapers and the print media last year increased by 5.7%, equating to R11.4 billion and that the sector was expected to grow at an annual rate of 5.1%.

It also noted that digital media consisted of 20.4% of the overall advertising spend for the same period and was expected to increase by 52% over the next five years.

Successful online news media brands

"One of the reasons that digital media is seeing a growth in advertising spend is that we have reached the end of the digital beginning. Advertisers are more aware of the successful online news media brands and also now have more accurate information about them, allowing them to make better informed decisions and target audiences more accurately," says Louw.

"Regarding print media, advertisers have always been assured that readers are loyal, particularly in newspapers and that its diverse audiences can easily be segmented. Print media can also reach consumers on a daily basis in the communities in which they live resulting in one of the most effective ways of targeting specific markets.

"The synergistic relationship between print and digital media is a vital component of communication strategies from both an advertising and PR perspective. Advertisers are clearly getting solid returns on their investments, with all signs indicating that this will continue," concludes Louw.