Defining ‘community' media crucial for success

Although we may think that Soweto is one area, one market or one segment to put under the microscope and analyse, it's really not the case. Soweto is purely a reference to the sum of the parts – when you take a closer look you find that its residents are proud Dobsonvillians, Proteans, Orlando residents, Pimville folk – not Sowetans.

Just like most of us identify with the suburb we live in, the same principal applies in Soweto. Joburg north residents don't call themselves Joburg Northians. They're from Fourways, from Midrand, Sandton or Randburg.

Grass roots

At Caxton Publishers, our newspapers have always had to stay on top of geographic segmentation. Our journalists are employed from the areas they represent with a view that they get down to a grass roots level where they can report on what's happening in the suburbs they live in and present their findings to the residents (their readers) every week.

Major shopping developments in Soweto and indeed, countrywide, show that consumers rely on retailers close to their homes. It's the obvious convenience and availability and a time-strapped consumer that drives the foot traffic. A Boksburg shopper is unlikely to traipse over to Brakpan to shop, despite them both being on the East Rand!

Often media players can misinterpret the critical balance needed to make community media the success it is. It's no use just meeting advertiser needs by targeting specific areas, be it regional or micro-geographic. Relevant editorial content to each community is critical to create the bond between reader environment and advertising relevance. This creates a win-win environment where the right frame of mind is exposed to the message being communicated.

Relevant

Advertisers have a very receptive environment for communication that's very relevant to their markets (within access to their products and services) and readers have content that is important and usable to their daily lives that they can act on.

Our Urban Newspaper series covers 10 individual areas within Soweto and are staffed with journalists who reside in the suburban Soweto areas. They report, cover and represent the suburbs they serve, as do all our editors. Our major supporters understand this and continue to support what are now becoming Caxton's most successful titles.