AMPS 2003A - newspaper readership nationally and provincially

Dailies just keep on growing

The impact of the two new dailies - Daily Sun and Isolezwe - is clearly seen in the current figures, bringing welcome boosts in readership to the daily newspaper sector. Readership of any daily is up significantly over the previous period from 17.1% to 18.6%, with 5.551-million total readers. Since there have been no significant increases for other daily papers, this overall increase in daily paper readership can be attributed, at least in part, to these two new dailies, who have tallied up readerships of 874 000 (Daily Sun) and 268 000 (Isolezwe). The fact that AMPS 2003A also shows little downward movement for the more established dailies, also points to the fact that the new players have done little poaching of existing readers, but have rather brought a new sector of reader into the market. Usually the arrival of new titles just shifts readers around - this real growth is therefore good news for the daily newspaper industry. The average number of daily papers per reader continues to trend upwards, from 1.27 to 1.31.

What's changed other than total readership?

Weeklies/bi-weeklies/monthlies

There have been no significant readership changes amongst papers in this category, which has been very stable across three surveys. There have been only two significant changes in the weekly category. Pretoria News Weekend is up over the previous survey from 0.3% to 0.5%, with 152 000 total readers. The paper has had upward shifts amongst both males and females, in age group 25-34, and amongst LSM 7-8. Sunday Sun is also on the rise. It has grown its readers from 4.2% penetration in the previous period, to 5.3%, going from a zero base to 1.587-million readers within a year, bringing its readership up to almost half of the biggest weekly, Sunday Times. The paper is up in metro and large urban areas, in Gauteng and North West, in Cape Town, on the Reef, and in Pretoria, amongst both males and females, 16-49, and LSM 6-7. It has clearly grown this sector of the newspaper market, since the other weeklies have shown no significant declines. The average number of weekly newspapers per reader is 1.94.

What's changed other than total readership?

Developing trends - AMPS 2003A over AMPS 2002A

Provincial newspaper readership

Newspaper reading in Gauteng

There have been only two significant changes over AMPS 2002B in newspaper readership in Gauteng, one up and one down. Sunday Sun has grown its readership, from 9.1% to 11% (675 000 readers). This growth is seen in metro areas, on the Reef, amongst females, in age group 25-34, and LSM 7-8. A decline in readership was seen for City Press, down significantly from 15.5% to 13.6% penetration, with 831 000 readers. In terms of reader profiles, downward shifts have occurred in metro areas, in Johannesburg, amongst females, in 35-49, and amongst LSM 5-6. One other paper had a demographic shift - Pretoria News Weekend has grown its female readership.

Developing upward trends - 2003A over 2002A

Developing downward trends - 2003A over 2002A

Newspaper reading in KwaZulu-Natal

There have been no significant changes to readership, or to reader profiles, in KwaZulu-Natal.

Developing upward trends - 2003A over 2002A

Developing downward trends - 2003A over 2002A

Newspaper reading in the Western Cape

There have been no significant changes to readership, or to reader profiles, in the Western Cape.

Developing upward trends - 2003A over 2002A

Newspaper reading in the Eastern Cape

There have been no significant changes to readership, or to reader profiles, in the Eastern Cape.

Developing upward trends - 2003A over 2002A

Developing downward trends - 2003A over 2002A

Source: For the complete AMPS 2003A data, visit the SAARF website at www.saarf.co.za.