The Sunday newspaper market is set for a shake-up as Media 24 plans to launch a new Afrikaans tabloid called Sondag in May.
”We saw a gap in the market and we thought we’d fill it up rather than leave it for somebody else to fill,” says Sondag editor Mike Vink.
The tabloid will be distributed in main urban areas countrywide and is aimed at lower income groups and a different target market to that of Rapport, Media24’s broadsheet Afrikaans Sunday newspaper.
The tabloid is for people who have never read an Afrikaans Sunday newspaper, those who have stopped reading Rapport and readers willing to buy both because the newcomer will have a lower cover price.
The announcement comes amid rumours that the Sunday Times is considering launching its own Sunday tabloid. Also, attempts failed in 2005 to bring another Afrikaans Sunday newspaper, Die Wêreld, to the market.
”Die Wêreld didn’t work but we’re not put off by that and we have lots more backing in the form of expertise and financial clout from Media 24,” Vink told eMedia.
Sondag’s 64 pages will have ”personality-based” content as opposed to ”issue-based” news with shorter articles and strong visual appeal. Its cover price will be announced at a later stage and it will be published by RCP Media, which is also responsible for Rapport, City Press and Sunday Sun.