increases
Afrikaans Newspapers
The latest circulation figures indicate once again an increase in the Afrikaans press — both dailies and weeklies — with Die Burger showing the highest increases (5,2%).
In light of the political divisions among Afrikaans readers, this increase in Die Burger’s readership is particularly significant and says much about the beleaguered National Party’s political status among the Afrikaans-speaking populace. Die Burger has become increasingly critical of the NP, especially of its leader FW de Klerk, and this has created a split between conservative readers of Die Burger and more liberal readers of Beeld.
Die Burger has also revamped its layout and introduced more scratch card competitions which tend to have mass appeal. Rapport has shown an increase (0,5% in six months), along with Volksblad (0,2% in six months).
English Weeklies
The Sunday Times is still showing losses (- 3,8 in six months); while the Mail & Guardian has had the highest percentage increase (5,7% in six months). New Nation has also suffered a loss in sales; while The Saturday Paper (owned by Natal Newspapers and based in Durban) is down to an all-time low and needs a re-think.
Black Newspapers
This category as a whole has decreased slightly, but the decreases have been driven by Ilanga’s and Umafrika’s dramatic fall in sales. Ilanga, during the last six months of 1996, saw its circulation fall by more than 5%; while Umafrika saw a drop in sales of more than 15% in the past six months. The largest national circulating daily, The Sowetan, also saw a drop in sales.
* Newspapers are at a watershed and need to be revitalised. A heavier emphasis could be placed on subscription drives, possibly even shortening the subscription time.
There has been an increased focus on personalising sections of newspapers, but the Sunday Times’s attempt to strengthen its Metro sections has not worked as it failed to microzone closely enough — its editions for specific areas tended to be racially based.
Microzoning means maintaining the same masthead, but content should focus on local news and events. It is believed that the Sunday Times will sport a new look in coming weeks. — Lyndall Campher and Jacquie Golding-Duffy