The issue may be a local one, but the question of readership is of concern to publishers and editors around the world. In fact, when the World Association of Newspapers meets in Cape Town for the 60th annual newspaper conference next week, 3 – 6 June 2007, it will be looking at the future of newspapers – and the various elements that affect circulation.
The change in reading patterns has had another effect as well. While black readership of newspapers has grown markedly in South Africa in the past 10 years or more, in many instances white readers have tossed their papers aside, irritated because the news focused too much on “black” issues. A common South African identity is proving difficult to mould.
The growth of hourly radio news reports, online news services and, more recently, even cellphone news flashes – services that provide an immediacy newspapers cannot match – could well be impinging on circulations. The question is: are they the threat to daily newspapers worldwide that is generally supposed?
Some internationally known newspapers have indeed closed down – but there is a flip side to the coin.
Mathatha Tsedu, editor of City Press, a newspaper with a circulation in excess of two million, sees the online component as a boon. In many instances the online version is growing more rapidly than the newspaper itself – and they exist comfortably side by side.
Trevor Ncube, president of the Newspaper Association of South Africa and chief executive and owner of the Mail & Guardian, agrees.
“I have great faith in the future of the newspaper industry,” he says. “If all we focus on is that we deliver credible, analytical content to our readers, I have no doubt that we will survive.”
While newspapers cannot provide readers with immediacy, their websites can. And while websites are not geared to give long reports, newspapers are. This has prompted a change in the way news is published. According to Tsedu, readers may turn to websites for instant information but they buy papers for background material and analysis. They want in-depth information in a range of matters that affect them.
In the same way he views the growth of black readership as a natural progression.
“It was inevitable that as black people moved out of poverty into a middle class they would start reading papers,” Tsedu says. “When you see issues that affect you reflected in a public arena, you become sensitised. The paper speaks to you and you begin buying it.”
The emergent black middle class is now recognised as a serious target market for newspaper publishers. Yet despite the growing black readership, newspaper penetration in South Africa allegedly stands at just 13%. An enormous growth potential exists and could be encouraged to become newspaper readers of the future.
Ncube recognises this potential, and it is one of the reasons he has great faith in the future of the newspaper industry in Africa.
“On the whole, newspapers are only reaching the urban population,” he says. “We haven't exhausted the capacity that newspapers have because we have not reached the rural markets. The majority of Africans have not had access to newspapers. It's not easy, there are problems with distribution, but there is tremendous opportunity for growth.”
For more information on the 60th World Association of Newspapers Congress, go to www.capetown2007.co.za.
