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Zulu daily's readership hits an all-time high

The country's only daily Zulu newspaper, Isolezwe, is read by 912 000 adults every day. This is according to the All Media and Products (AMPS) survey conducted during 2011.
Zulu daily's readership hits an all-time high
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Zulu daily's readership hits an all-time high
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The daily has posted enviable readership increases of 31% year-on-year, and 21% survey-on-survey.

Editor, Mazwi Xaba says, "It's staggering. Isolezwe was read by an additional 200 000 people on average, every day last year, comparing 2010 with 2011.

"Sales have been strong and the increase is not unexpected but we wouldn't have guessed that magnitude.

"In April 2012, we will have been in the market for ten years and we're still hitting new highs. Our growth phase might not be over yet!"

The Sunday edition, Isolezwe ngeSonto has also grown a remarkable 18% year-on-year and 16% since the previous survey. The Sunday title is out-pacing its rivals in terms of its rate of growth, mirroring a growing popularity already evident in circulation trends.

"The Saturday edition, Isolezwe ngoMgqibelo, was launched towards the end of August 2011, so its readership is not yet available but these figures indicate that readers are not substituting one of our titles with another," says Weekend Editor, Slindile Khanyile.

Each edition - the daily, Saturday and Sunday - has its own unique character and editorial appeal while sharing similar overarching Isolezwe traits.

Xaba concludes that Isolezwe values and respects its readers' opinions. "They phone, e-mail, walk-in and communicate with us via Facebook, Twitter and other media. We also rely on research but what helps us is that our staff has a very good understanding of who our readers are. We try our best to cater for their needs and often invite them to give us feedback.

"IsiZulu is not only spoken but written and read every day of the week partly because of Isolezwe's existence. That is very rewarding for me," says Xaba.

30 Mar 2012 09:56



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