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Filling the gap in Mpumalanga
"Beeld readers in Mpumalanga are seeking more area-specific editorial and advertising content," says Lucille van Niekerk, Beeld's GM. "With this in mind, in June we launch Mpumalanga Beeld as a supplement in the paper on Fridays." The extension will also be available on Saturdays as a free edition to Middelburg, Witbank, Secunda, Bethal and Nelspruit.
Beeld's latest edition will feature content that readers have come to know and love, with a section for every taste - motoring, sport, business, news, youth and entertainment.
Two local advertising sales representatives have been appointed, one in Nelspruit, the other in Middelburg. Similarly, the title has two journalists covering all editorial aspects operating out of the same locations. Mpumalanga Beeld is edited by Buks Viljoen, a Nelspruit resident with proven editorial and managerial skills.
"We have embarked on a comprehensive marketing drive, announcing our new arrival," says Marianne Smit, advertising manager for Beeld Pretoria and now Mpumalanga. "There was a distinct gap in this area for a paper to reach affluent Afrikaans readers. We believe we have now filled this gap with a quality offering."
The advertising campaign will include spots on Kragbron and Jacaranda FM radio stations and static and electronic billboards, as well as shopping centre and intersection promotions. "During the launch phase, between 7am and 9am each Saturday morning, free copies of Mpumalanga Beeld will be handed out in five towns in the area by street sellers branded with easily identifiable T-shirts," she reports. "In surrounding shopping centres on Wednesdays, newspaper racks will carry the product."
"Response from agencies has been phenomenal," she adds. "We are really excited and are looking forward to entrenching the Beeld brand in this area."
