To keep communities in the Northern Cape and Free State informed, Media24 has realigned its local newspapers servicing these areas, while lockdown revealed the importance of these titles to readers.
Readers want to know how their communities are functioning through the pandemic, they want to understand how local people are coping, they want to know what support is available for them and their families and they want to be able to make savvy purchasing decisions in these tough times.
Editorial staff at Media24 titles know how to inform and support their readers in this unprecedented time. The Media24 journalists at the local titles also know the importance of providing encouragement, inspiration and hope within a realistic context. They ensure that their readers have access to credible and reliable information.
Readers are bound together
BrandMapp 2018 showed that the communities in the Northern Cape and the Free State are bound together by commonality.
Psychographically, like most South Africans, they share a strong belief in equality of opportunity for men and women and value keeping in touch with friends.
Nearly six out of ten believe that work should be interesting, not simply a way to make money.
They are distinguished by the fact that they like being original (63%) and place importance on dressing well and looking good (52%).
Keen to improve their lives, a third aspire to getting a new job, whilst 28% aspire to buying or changing their cars – a fifth look forward to graduating. This certainly underscores their attractiveness to marketers and advertisers.
Residents of these provinces are active and outward looking.
Whilst they are team sports enthusiasts, enjoying soccer (44%), cricket (30%), rugby (29%), four in ten enjoy gym training.
Their favourite interests are music, (62%), travel (56%), cooking (53%), DIY (41%) and movies (40%). They enjoy attending food markets (40%), live sports events (35%) and outdoor music festivals (28%).
Even before Covid-19, BrandMapp 2018 showed that readers of these local titles valued the social cohesiveness fostered by their publications. They particularly enjoy the community notices in their local newspapers (41%).
Feedback over the past months has shown that readers have built even stronger connections with their local news titles.
Newspapers merged
Given the current constraint on the economy, Media24 is consolidating Noordkaap and Kalahari Bulletin into a single newspaper, NoordkaapBulletin. Readers will continue to receive trusted and credible news.
Similarly, Kroonnuus and Vrystaat Nuus/News will be amalgamated into VrystaatKroon, servicing the towns of Kroonstad, Heilbron, Steynsrus, Koppies, Viljoenskroon, Edenville, Bothaville, Bethlehem, Ficksburg, Reitz and Senekal.
Advertisers will continue to have access to these purchasing savvy communities. Over six out of ten decision makers in this area always plan before shopping for food and groceries (2019 ROOTS survey).
Advertisers will be able to communicate with their customers in a safe, trusted and credible environment.
Central24’s publications are now: NoordkaapBulletin, BloemNuus/News, Express, Vista and VrystaatKroon. A total of 156 000 copies are divided between five publications on a weekly basis and are distributed in 95 towns in the Northern Cape and Free State as advertisers’ preferred choice.
With its progressive stance in the market, Central24 continues the tradition of bringing local news to communities.
