Advertisers hoping to secure their fair share of disposable income in Soweto’s thriving suburbs should seriously consider investing their advertising revenue into the community newspapers servicing that area. It has been shown that this is where Purchasing Decision Makers look for information, in particular, shopping information.
John Bowles, joint managing director of the Newspaper Advertising Bureau (NAB), says that the latest Roots 007 survey that measured key decision makers in Soweto has highlighted that community newspapers are not only reaching the most purchasers by suburb but that the purchasers themselves are actively using the newspapers to seek out advertising information.
Conducted by TNS Research Surveys during 2006 and launched in 2007, the research survey interviewed ten suburbs incorporating every formal household in the famous township and measured retail and readership habits.
“Caxton’s Community newspapers, having only been around for two years, have quickly become the highest reaching newspapers in the various areas and have also become the reference point for most shopping information. More importantly, they help the community prepare for their weekly shopping. This saves the purchaser time and provides them with the choice and range of products and services available, close to their homes, in the immediate shopping destinations,” he explains.
The researched areas in Soweto included Chiawelo, Diepkloof, Dobsonville, Eldorado Park, Jabavu, Meadowlands, Orlando, Pimville, Protea and Zola. Bowles explains that Soweto local newspapers and all of Caxton’s community newspapers have become used as a ‘media shopping mall’, giving readers all the options, choice and range they need to make ‘informed shopping decisions’.
Information gleaned from respondents in Soweto households covered various categories. Interesting statistics showed that between 80-100% of all respondents own a fridge/freezer, between 40-90% own a microwave oven and only 25-50% own a washing machine. Roots 007 also showed that roughly 80% own their home. While many residents buy take away food at least once per month, very few have flown, or stayed in paid-for accommodation in the last twelve months. Between 30-50% entertain at home, while 20-40% eat at a restaurant once per month.
The results of a comparison between community newspapers and daily and weekend newspapers showed that the Urban community newspaper in each Soweto suburb dominated reach over the sold daily newspapers bought in the township. For example, the Diepkloof Urban News reached 83% of all purchasers in that area versus the best-sold newspaper (Daily Sun) reaching 42% and the Sowetan only 24%.
“If you have an environment where consumers actively seek information, one that can be referred to and is read by most people at their own pace and used as a reference point for regional and locally relevant information, you’re close to meeting your communication objectives,” Bowles adds.