There has been a 31% increase in readership of the Mail & Guardian, according to the All Media Products Survey (Amps) 1999 figures, which were released last Friday. The Amps readership for the M&G has grown to a total of 174 000, while the ABC circulation has grown 1,2% in the past six months to 36 555 copies per week.
The profile of the M&G continues to have a higher racial mix of readers than any other similar niche title. Black readers total 81 000 (47%), with black, coloured and Indian readers totalling 55%. M&G readers are well- educated professionals, who are young and upwardly mobile.
Readership of the M&G is national with the strongest readership in the Gauteng (40%), Western Cape (30%) and KwaZulu-Natal (19%). These figures do not include the readership of the M&G in other African countries. The newspaper is sold as far north as Kenya.