history ilanga was founded in 1903 by dr john dube (1871 - 1946), a south african philosopher,...

History

Ilanga was founded in 1903 by Dr

John Dube (1871 - 1946), a South

African philosopher, politician,

publisher, editor and poet.

Dube established the newspaper

to be a mouth-piece for the black

population, and to propagate the

idea of a united African front.

Source: AMPS 2013AB

RICH HISTORY • INFLUENTUAL FUTURE

Why Ilanga?

Ilanga is the longest standing Zulu language newspaper in South Africa.

The Ilanga newspaper covers over one hundred years of Zulu history and culture..

Ilanga has a longer shelf life than a daily newspaper as readers have the newspaper in their houses for a few days before the next edition comes out.

Ilanga is in stores from (Monday – Wednesday) and (Thursday – Saturday).

71% of Ilanga readers are in the lucrative emerging market of LSM 4-7.

Source: AMPS 2013AB

RICH HISTORY • INFLUENTUAL FUTURE

“We are loyal to Ilanga as we grew up on this brand.”

• Kwa Zulu Natal 788 000 (97%)

• Surrounding Provinces 23 000 (3%)

Readership812,000

Source: AMPS 2013AB/ABC Jan-March’2014 Distribution

Circulation100,853

Work

ing

House

wife

Studen

t

Unem

ploye

d

Self Em

ploye

d

45%

5%19% 23%

11%

Employment

Black100%

Black ColouredIndian White

15-24

25-34

35-49

50+

31%

27%

23%

19%

LSM 1

LSM 2

LSM 3

LSM 4

LSM 5

LSM 6

LSM 7

LSM 8

LSM 9

LSM 10

0%

1%

4%

13%

15%

27%

16%

8%

11%

5%

55%45%

Men Women

Readership : 812 000Circulation : 100 853

AMPS 2013AB/TGI 2013C/ABC Jan – Mar 2014

Age

Gender

Race

LSM

● Ilanga is a bi-weekly newspaper, published on Mondays and Thursdays.

● 55% of readers have a matric or higher education.

● 71% of readers are in LSM 4-7.

● 67% of readers have a savings account.

● 87% use a pre-paid cellphone.

● 61% of readers are interested in soccer.

● 63% say they are partly responsible for day-to day shopping decisions.

● 122 000 of readers say the own a car.

● 65% say advertising helps them choose what to buy

● 54% say they pay more attention to advertising in newspapers than any other media type.

Source: AMPS 2013ABPicture courtesy of Ilanga.co.za Demographic profile of Ilanga readers

35 AVERAGE AGE

100% BLACK

R11 356 AVERAGE HH INC

575 000 LSM 4-7

58% MATRTIC+

55% URBAN

156 000 STUDENTS

R20000+

R11000-R19999

R8000-R10999

R5000-R7999

R2500-R4999

R1400-R2499

R800-R1399

Up to R799

16%

14%

18%

20%

19%

7%

5%

1%

HH income of our readers

Source: AMPS 2013BA

92 000 reader households earn more than R11

000

LifestagesIlanga readers are evenly spread out throughout all the life-stages, however most are

unmarried individuals, with limited responsibilities and therefore more disposable income.

24%

Young Couples 2%

Mature Couples 5%

Young Families 12%

Mature Families 4%

Source: AMPS 2013BA

41%

Single-parent Families 20%

Mature Singles 15%

At-home Singles 26%

Young Independent Singles 15%

35%

Regular Feature

Ilanga le Theku is a tabloid-size high-quality, picture-led weeklysupplement circulated with Ilanga on a Thursday.

Le Theku’s editorial is short andpunchy, and focuses onentertainment , celebrity and lifestyle.

Student Loan

Pers Loan

Investments

Overdraft

Petrol Garage Card

Vehicle Finance

Home Loan/Mortgage bond

Mzansi

Credit Card

Cheque

Debit Card

Savings

0%

1%

1%

1%

1%

1%

2%

2%

5%

12%

52%

67%

Type of AccountSource: AMPS 2013AB

•77% of Ilanga readers have a bank

account.

•28 000 readers opened an

account in the P12 months.

•23% of Ilanga readers are

unbanked which represents a market

for advertisers.

Source: AMPS 2013 BA

READERS ARE AVID CONSUMERS

I am more likely to buy brands that I see or hear advertised (86%)

I am loyal to well-known brands and shops that I know and trust (82%)

People who try new brands they see or hear advertised (83%)

Shopping is a pleasure (74%)

I gain confidence from my material possessions (78%)

LSM tends to be higher than the general populations

The Ilanga reader

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 100.0

5.0

10.0

15.0

20.0

25.0

30.0

Total Ilanga

Source: TGISA 2012B/2013A What interest me in a

newspaper

Music SA News

Soccer

Education

Jobs/Appointments

Politics

Local news

Food and Drink

Fitness and Health

African Continent NewsEntertainment

Property

Computing/ Technology/ Science

Celebrities

South African News

Relationship/Problem Page

TV Programme Details

Media/Marketing/Advertising

Beauty and Hair

0%

20%

40%

Total Ilanga readers

Ilanga Thursday is known for its job adverts in the KZN area, it is therefore fitting that Jobs/Appointments appears as one the main topics that interest readers.

Readers buy Ilanga on a Thursday because of the niche position in has earned itself over the years.

Attitudes towards Newspapers

I prefer to get my news coverage from newspapers

I look forward to reading my newspaper

It's OK to read any newspaper, as long as it gives me the main news of the day

I value the local paper because it covers local news

I find I pay more attention to advertising in Newspapers than in other media

The extra sections in the newspapers make them more interesting

I set aside time each day so I can read the newspaper

I rely on newspapers to keep me informed

I would not change the newspaper I read

I read the newspaper most days

Newspaper content is constantly giving me information for conversation with family and friends

If I'm looking for bargains in the shops I always look in my local paper

I find it entertaining to read the newspaper

68%

60%

59%

57%

56%

56%

56%

55%

55%

53%

52%

52%

51%

Ilanga readers

Source: TGISA 2012B/2013A