Issued by: African Response


So how is this happening? Market research company African Response, co-contractor on the SAARF AMPS© study explored this trend and found out why more people (particularly black South Africans) are reading, but not always buying.

Sharing the news

“I live in Sgodi Phola. I always buy my newspaper from the street vendor at Ikwezi Station where I catch a train to Park Station. I don't like to read the whole paper in the train because people read with you, they steal your news. I only read the headlines and save the rest of the paper for lunch time,” says Julie Sibeko on her newspaper reading routine.

Julie continued to describe her newspaper's movements saying that “I don't mind people reading my paper but only after I have finished reading it at lunch time. I can't say how many people get to read my paper at work but it disappears for the whole afternoon. Before going home, I ask around to see who read it last. I have to have it back, I paid for it. People must buy their own if they want to keep it. I have family who expect me to bring a newspaper home.”

The course of Julie's newspaper, as with most newspapers in South Arica, is assisted by a link of different social groups and communities.

David Nkosi's newspaper follows a similar path, he says that “people go to the extent of booking my paper at work. During lunch about eight people - actually more - will have read it. It is ready by myself, Sifiso, Tumi, Moffat, Abe, Mama Angie, the security guy and it ends up in the dispatch department with Tsepo and Nthabiseng. The next time I see my paper is when I go past dispatch on my way home. From there it goes with me via my drinking hole where it circulates and no matter how drunk I get, my newspaper finds its way home with me.” So the newspaper continues to travel, leaving one social network to become part of another.

What happens to David's newspaper when it arrives at its third destination - his home? “At home my brother reads it and passes it to my mother who saves it for the morning - she can't read at night. I am dead sure that after she has read it, our back opposite neighbour borrows it. She always sends her grand children to ask me for yesterday's paper. Thereafter I can't really say what happens to that copy,” says David.

Already here we can see how this copy which was purchased by one person has now been read by a multitude of people. This kind of connectivity within their community of friends, family, commuters in taxis and so on, underlies the black culture of sharing.

“There is nothing wrong with sharing your newspaper, at the end of the day you are going to throw it away anyway. Tomorrow might be my chance to read someone else's paper,” says Dudu Phatlane.

Many black South Africans are buying the newspaper but they are not buying ALL of the newspapers that they read.

Julie commented on the connectivity within black communities in South Africa saying that “in the township you know that there are people you go to get the paper from…Even if you don't come and borrow it, they send it to you.”

Another reader, Nomvula Khoza said that “I only buy the paper on the weekends and get it from the security guard during the week. He knows now even if I don't come today he would leave all of them waiting for me.”

At some stage in the newspapers ‘life' it usually reaches the readers household. Here family composition plays a large role in the way that media is consumed. Many black South Africans live with their extended families and so a single copy ends up being read by the whole family.

“My sister passed away and her son didn't have anyone to take care of him so I decided to take him with me. Because my parents are old, I will raise him and take care of him - now he lives with me. In westernised culture they call it adoption but I don't see it as adoption - he is family,” says Dudu Phatlane.

How does this impact on newspaper readership in Dudu's home? “In my home, my brother buys the newspaper for my mother and father. Eric, my late sister's son sometimes takes it to school to share with his friends or he cuts out articles for projects. Sometimes we even find it being used for household purposes.”

At this point the newspapers life-cycle may end, if for example it is used for functional purposes or it could go on, leaving that household and entering another.

Again, this demonstrates how readership has increased without a corresponding increase in circulation figures. But even though fewer copies are being bought, the good news is that more people are reading, which means that newspapers are getting it right.

What keeps a newspapers heart beating?

Content retains its title as king. More variety and the improved relevance of content are the key driving forces behind the increase in newspaper readership amongst black South Africans.

“We feel that certain newspapers are catered for us and it's written about us and people that we know,” says Susan Mashaya. “I find the community newspapers very relevant since they provide specific information, keeping me updated on what is happening in my own neighbourhood,” Susan continued.

“They also inform us in terms of crime. They tell you what is happening in Senaone and they tell you things that they are busy trying to address in the townships,” commented Nomvula Khoza.

“There is more choice now, this removes restrictions and allows the story to be told from more than one angle. This also gives me the power to choose the newspaper which is most relevant to me.”

Freedom of speech has also contributed to the improved content. “Journalists now have more freedom to address issues which are in the interests of their readers. There is freedom of speech to such an extent that a journalist can openly express his views on Jacob Zuma or President Mbeki,” says Paul Dhlamini.

“Competition between newspapers has also improved the quality of the content. It keeps each newspaper on its toes because journalists compete for the readers' attention thereby going the extra mile to produce articles which are of high interest,” David Nkosi.

Another influential factor is accessibility. Newspapers are being sold at more convenient points such as taxi ranks. “Even if I am unable to buy a copy, I will still have access to the newspaper at some point during their day,” says Julie Sibeko.

Visit our PRESS OFFICE: As South Africa's largest Black Owned and Managed Research Company, we gain knowledge through research. African Response prides itself upon an exceptional ability to understand and interpret the needs of the South African black urban and rural consumer. We offer clients customized qualitative and quantitative research, innovative ideas and practical solutions. African Response's vision is to significantly improve clients' business performance and to achieve excellence through utilization of the wide knowledge and experience of our partners. As one of the two companies responsible for the SAARF AMPS and RAMS survey, we are responsible for researching and redefining the New South Africans.- more....

[26 Jun 2008 10:18]

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