history
DESCRIPTION
History. Source: AMPS 2013AB. 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. . - PowerPoint PPT PresentationTRANSCRIPT
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
Working
Housewife
Studen
t
Unemploye
d
Self Emplo
yed
45%
5%19% 23%
11%
Employment
Black100%
Black ColouredIndian White15-24
25-34
35-49
50+
31%
27%
23%
19%
LSM 1LSM 2LSM 3LSM 4LSM 5LSM 6LSM 7LSM 8LSM 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
newspaperMusic
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