The Daily Sun reaches the Free State

The publisher of the paper is Mr Deon du Plessis, former managing director of Independent Newspapers, Gauteng. The General Manager is Mr Fergus Sampson, previously Executive Director of Botswana Guardian. Currently based at Media24's Johannesburg offices, Daily Sun operates independently with its own editorial team, content and policy. These operations will be extended to the Free State offices of Media24 where Volksblad, The Express and other publications are stabled.

The key target areas for potential Daily Sun readers in the Free State include the Bloemfontein city center and surrounds, Mangaung, Botshabelo, Kimberley, the Goldfields and Qwa Qwa. Daily Sun caters for a progressive segment of the emerging market that had no or very little active interest in newspapers until Daily Sun appeared in the market. The target market lives in and around major urban centers and industrial areas. A typical Daily Sun reader is English literate with at least a high school education or equivalent. They are working class citizens who earn an average monthly income of R3, 500. "Daily Sun readers are intensely patriotic," says publisher Deon du Plessis. "They are the main beneficiaries of all the political, social and economic changes in South Africa over the past 10 years. Minimum wages, affirmative action, training & development levies, economic empowerment, affordable education, access to health care and a plethora of other initiatives accrue directly to our readers, who are eager to improve their standard of living," he adds.

This young tabloid made an immediate impact on the Gauteng market shortly after its launch in July 2002. Daily Sun posted an ABC average of 77, 000 copies after the first 6 months of publication. Three months later the audited daily circulation average jumped to 148, 000 copies per day. The expected 179, 000 six-month average, from January 2003 to June 2003, will officially establish Daily Sun as South Africa's biggest daily newspaper. Furthermore, for three months since April 2003 sales have moved above the 200, 000 mark. Current highs of up to 244, 000 copies indicate that the paper is still in strong growth phase. "The greater Gauteng market has the potential to deliver 300, 000 sold copies per day," says circulation manager Livingston Ndlovu.

Strategically, Daily Sun matches exactly the objectives of the Media Development and Diversity Agency. The paper has improved media access for many people in the greater Gauteng area. It is affordable, easily available and very readable. An estimated 60% of the current readers are people who had no or very little previous interest in newspapers. "We managed to develop a new market and provide affordable media access to people who were not regular readers in Gauteng. Our product aims to meet the needs of this market, it fights a-literacy and helps people in their daily lives. We believe we will grow print readership in the Free State in the same way that we did in Gauteng," says Fergus Sampson, general manager of the paper.

Mr Jonathan Crowther, editor of the Volksblad, welcomes the new development. "There should be good opportunities for synergy between the Daily Sun and all of the other papers in our stable. We look forward to working together."