In South Africa about 15.6% have Internet access; 2.6% use the Internet to read their news and 47.5% of the population read newspapers.
Linda Gibson, chief executive officer of Ads24 in South Africa, focuses her advertising strategy within newspapers — identifying who is the reader and who are appropriate advertisers. Ads24 conducts research and case studies on brand-building to reach the South African audience.
While newspapers are the strongest media outlet for most South Africans, tabloids are experiencing growth in both readership and ad revenue. As tabloid readership grows, so does broadsheet in advertising. Digital internet is on the rise, but on a small basis because families are limited to broadband access.
“Online is still happening but there isn’t a huge demand because of access to broadband isn’t that easy,” Gibson said.
Even with the growth in tabloid and online readership, Gibson said that all of the focus for the South African advertising is on the newspaper model and to continue to strengthen that model because newspapers reach the largest audience.