Mail & Guardian reporter
The Mail & Guardian’s status as South Africa’s fastest-growing quality newspaper was confirmed this week with the release of the latest All Media Product Survey (Amps).The M&G now boasts 230 000 readers, according to Amps 2001A. This represents a 16,1% growth in readership over the previous survey. The M&G has shown a circulation growth of 29,11% since 1999.
The M&G embraces the rainbow with a readership that is fairly representative of the population breakdown. Some 60% of our readers are African, 31% are white and 9% are from the coloured and Indian communities, suggesting that M&G readers are united by mindset rather than any specific demographic aspect.
The new survey highlights some interesting facts about our readers. The M&G now has a higher number (as well as a higher percentage) of readers in professional and technical occupations than Business Day or the Financial Mail, and also boasts a larger number (as well as higher percentage) of university graduates than those two publications.
M&G editor Howard Barrell remarked this week: “We are busy commercialising South Africa’s boldest media brand. These figures demonstrate what we’ve sensed all along: that our readers are second to none in their intelligence and significance; and that we have immense potential for circulation and revenue growth.”