An Isolezwe reader enjoying the paper at home.
This up-to-date readership estimate is contained in the latest release of the All Media and Products (AMPS) survey. With daily sales of close to 100 000, the four-year-old newspaper continues to show phenomenal growth in all spheres.
Providing a contemporary interpretation of life, Isolezwe
appeals to the broader Zulu market. The newspaper's 644 000 readers are mainly in KwaZulu-Natal with a growing readership in Gauteng.
Slightly more than 60% of readers are in the working age bracket (25-44) and it's encouraging to note that 23% or 151 000 readers are under 25 years old and 10% are full time students.
Another positive trend is revealed in the Living Standards Measure (LSM) profile of its impressive readership. A large proportion (69%) of readers are in the mid-range LSM 4 to 7 groups while 39% are in the aspirational LSM 6 and 7 groups. Isolezwe
's readership in the LSM 6-10 groups has grown from 131 000 in the 2004 survey to 320 000 in the latest release.
The paper now reaches 31% of the economically active Durban LSM 4-7 Zulu literate market.
In contrast to most other titles in this market, women are avid Isolezwe
readers making up 41% of the total readership.