On-target market positioning, a dynamic editorial team and efficient delivery to market have brought Isolezwe ngeSonto a further 37% increase in sales.
A stand-out star of the third quarter circulation figures released last week, the Sunday Zulu title sold an average of 70,449 copies a week.
"Since September, the trajectory has continued upwards," says Editor, Thulani Mbatha, "so we're positive that the fourth quarter will be even better."
"When we launched Isolezwe ngeSonto in March 2008, there were some concerns about eroding the exceptionally strong Monday sale of the daily, Isolezwe," says Mbatha. "But we've seen growth in both titles, with Monday now frequently exceeding the 120,000 copy level."
"Although it's caused a buzz among media commentators, Avusa's launch of a 'light' partially Zulu edition of the Sunday Times does not seem to have had the slightest impact on our market sector."
Selling for R2.80, Isolezwe ngeSonto is a value read with breaking news up-front followed by a more laid-back, leisure and sport oriented mix.
According to AMPS 2010A, Isolezwe ngeSonto readers tend to be in KwaZulu-Natal (90%) with more than half the readers outside the metros (54%). The title is popular with female readers (48%) and very strong in the 'middle market' LSM 4-7 (66%). With an average age of 31 and household income of R8,564, Isolezwe ngeSonto has an attractive advertising audience.