Sales up, readership steady

The Mail & Guardian‘s readership held fairly steady at about 428 000 during the second half of 2010, the latest data from the South African Advertising Research Foundation (SAARF) shows.

This is in spite of a sharp increase in sales in the past quarter of 2010. The readership figures were calculated from July, before the uptick in sales took place.

Readership is the industry’s measure of how many people read each issue, without necessarily buying it. The paper expects its readership figures to increase in line with circulation figures in the past few months.

The data, which is gathered biannually through the All Media and Products Survey (Amps), a series of face-to-face interviews conducted by the SAARF among a sample of 25 000 adults aged 15 and over, shows that the M&G‘s readership now stands at 428 000, slightly down on the 437 000 figure for June 2010.

Recent data from the Audit Bureau of Circulations, which measures sales figures for print publications, showed that in spite of the downward trend in circulation in the newspaper industry, sales of the M&G increased 7% to more than 50 000 copies from 2009 to 2010.

The Amps survey showed that the paper’s readers varied greatly in age and were largely well educated. “More than half of them are under the age of 34 years and 88% have matriculated or achieved a higher tertiary education qualification,” said Anastacia Martin, the publisher of M&G Media Ltd.

In addition to its strong print readership the M&G also has a growing digital readership. On average in 2010, 625 000 readers accessed the M&G Online each month, according to Nielsen NetRatings.

Almost 800 subscribers also receive the paper’s digital edition each week. A recently launched Kindle edition is also gaining traction. The M&G is the only publication in Africa to run a Kindle edition.

Subscribe to the M&G

These are unprecedented times, and the role of media to tell and record the story of South Africa as it develops is more important than ever.

The Mail & Guardian is a proud news publisher with roots stretching back 35 years, and we’ve survived right from day one thanks to the support of readers who value fiercely independent journalism that is beholden to no-one. To help us continue for another 35 future years with the same proud values, please consider taking out a subscription.

Related stories

Khadija Patel resigns as Mail & Guardian editor-in-chief

In her time at the Mail & Guardian, Patel was responsible for bringing stability to the newsroom and in the process assembled one of the best newsrooms in South Africa.

Editorial: On media transparency

"We believe that M&G readers and staff have a right to know who owns this newspaper and how it is funded"

The best of the M&G’s Africa coverage in 2019

This is a selection of the best stories published in the newspaper’s Africa section this year, in no particular order

LIVESTREAM: Mxolisi Nxasana appears before state capture inquiry

The former NDPP is set to appear before the Zondo commission

LIVESTREAM: Ramaphosa to address the nation on Public Protector Bosasa report

The president will brief the media on the public protector's report

LIVESTREAM: Zuma in the hot seat at the Zondo Commission

Former president Jacob Zuma’s appearance will give him the opportunity to give evidence before the commission

Sekhukhune’s five-year battle for water back in court

The residents of five villages are calling for the district municipal manager to be arrested

Fees free fall, independent schools close

Parents have lost their jobs or had salaries cut; without state help the schools just can’t survive

Vaccine trial results due in December

If successful, it will then have to be manufactured and distributed

White men still rule and earn more

Women and black people occupy only a few seats at the JSE table, the latest PwC report has found

press releases

Loading latest Press Releases…

The best local and international journalism

handpicked and in your inbox every weekday