A LOCAL FOCUS The scoreboard does not lie A Local Focus is a Caxton Local Papers and SPARK Media initiative to focus business decisionmakers attention on the local newspaper market, which has remained resilient through the testing times of the pandemic. In the first quarter of 2021, an average of 4,885,614 local newspapers were distributed regularly. Local papers now constitute the lion’s share of newspapers distributed in South Africa: 79%. Their health and ongoing relevance indisputably counter the dominant doom-laden narrative about the demise of newspapers frequently bandied about media agencies and marketing departments. “ Both the latest and the historic trend data, released by the Audit Bureau of Circulations of South Africa (ABC), are testimony to the unique position that local newspapers have in the media landscape. Their distinctive distribution model and special role in the lives of household decision-makers gave them advantages when the COVID-19 crisis struck, curbing mobility, creating fear of contact and hurting pockets. A combination of their close understanding of their communities’ needs and agility allowed local newspapers to innovate during lockdown. Local papers now constitute the lion’s share of newspapers distributed in South Africa: 79% As South Africa works towards recovery, it is clear that businesses cannot afford wasted marketing investment. Kantar’s Business Compass shows that marketing, trade marketing, media and research budget cuts across the board were more frequent and deeper in South Africa than the global benchmark. It shows that businesses recognise the need to change or be changed. Businesses are reviewing how best to communicate with their consumers and how to optimise their media budgets; it is time to destroy myths and dispense with faddish tendencies in media decision-making and ensure that effective campaigns are delivered during this time of rebuilding. The following articles provide the business decision-maker with the insights and information to understand the valuable role that local news brands play in consumers’ lives and on effective media schedules. What is the ABC? The ABC is a not-for profit independent industry body. Its main objective is to provide and certify accurate and comparable circulation figures across a range of media. It provides measured certainty to the process of buying and selling of advertising. 1.3 Million Daily, Weekly 4.8 Million Local Newspapers Weekend papers “
Karen Geurtse, who is head of Caxton Local Media explores the secrets of local success. Readers rely on the locally relevant content as a reflection of their communities and enjoy reading “news they can use” in their everyday lives. The Newspaper Market 2021 The Secrets of Local Success A s humanity becomes more globally connected, so every person also feels the need to be a citizen of somewhere: to feel solidarity with the person down the road who might share the bonds of language, culture, common experience and place. Unique relevant hyper-local content Local newspapers deliver relevant hyper-local content that cannot be found anywhere else; they provide news that people in each community want to read. As Irma Green, National Group Editor: Caxton Local Newspapers, puts it: “Caxton local newspapers focus on their core vision to inform and entertain their local readership and to play a watchdog role. If you live and work in a community you understand the challenges, what makes them tick and you have an opportunity to build trusted relationships. We publish unique content, relevant to only that community and we teach our editors that people love to see people they know, and themselves in their local newspaper.” Whilst Green makes the point that local newspapers often break stories which are then picked up by national news outlets, she also illustrates how they embrace the sense of community they create.” To illustrate this, she says: “parents … love school news and sport coverage of their children. I have been with Caxton for 30 years and I have seen different generations of families receiving publicity and they remain proud of it.” “ The key to remaining relevant is about focus: target too broad an audience and it is easy to end up not being relevant to anybody, as the dailies and weeklies have found to their cost. Renewed relevance during lockdown During lockdown level 5, Green recounts how the Caxton Local Newspapers delivered on their pledge to be each communities’ number one source for ethical and unbiased reporting: they monitored what readers were most worried about and turned their questions into informative 2 A Local Focus As humanity becomes more globally connected, so every person also feels the need to be a citizen of somewhere stories and unpacked all the published regulations and wrote understandable “news-you-can-use” articles. They provided even further support: editors in the network of offices connected families, who were left destitute and without food, to service organisations and aid schemes. A different business model: “free subscription” Nearly all local newspapers (97%) are based on the “free subscription model”: they are delivered for free directly to the reader’s home and contain editorial and advertising content that is geographically relevant. The distribution method is convenient for readers who anticipate their weekly delivery. Extensive research into consumer behaviour Some media decision-makers regard free distribution with caution. The major industry players have sought to address this concern through Audit Bureau of Circulation verification of distribution and research into consumer behaviour. Caxton has a long history of funding credible research to prove the readership of local print titles amongst purchase decision-makers and provide consumer insights to advertisers. The ROOTS 2019 study is the latest release of the survey conducted by Kantar amongst 27,553 purchase decisionmakers in urban areas, showing 65% of local papers are read every week. Locals are the biggest sector of the newspaper market 79% Local Newspapers 21% Daily/Weekend/ Weekly Newspapers Total Circulation: 6,216,106 (Source: ABC Jan-Mar 2021) Most locals are delivered to the home Home post box For Sale 97% Free Local Newspapers 3% Sold Local Newspapers Total Circulation: 4,885,614 (Source: ABC Jan-Mar 2021) Spark Media leads the local newspaper market 10% 11% Why are they called Local Newspapers? Whilst the term community newspapers unquestionably defines their role most accurately, the Media Development and Diversity Agency Act 2002, required that such publications, owned and distributed by corporate media owners such as Caxton not use the term. It was reserved for not-for-profit community owned and controlled media. 28% 49% Spark Media Ads 24 Capro Cape Community Other 2% Total Circulation: 4,885,614 (Source: ABC Jan-Mar 2021) “
Caxton Delivers In-Home 2 020 was the year that in-home media really came into its own. This is not surprising, as data published by vehicle tracking company, Tracker, and data analytics company, Lightstone showed that vehicle activity plummeted by 75% nationally immediately after the implementation of hard lockdown. The often overlooked inhome medium Contrary to popular belief, in-home media is not restricted to digital, radio and TV channels. Caxton local newspapers have been successfully getting into homes for decades. They are often overlooked by media planners and buyers, because they are not asked about in the broad currency surveys e.g. AMPS, the Establishment Survey or, more currently, the Publishers Audience Measurement Survey, which has become a de facto replacement for the previous studies. There is a good reason for that: the nature of their distribution requires a different sampling approach from that used for broader media. Caxton’s highly specialised distribution model differentiates them from their competitors It starts with technology: a state -ofthe- art AfriGIS mapping solution, specially developed to accurately determine the number of homes, gated communities, institutions and businesses in a specified area. This determines the number of copies to be delivered in each area and where they need to be delivered, as well “ Currently over 120 local newspaper titles with a print order of 3 million are published weekly. as providing an accurate measure of bulk vs door-to door delivery requirements. Delivery routes are pre-determined for each local newspaper title. In JHB alone, a team of over 400 people are dedicated to distributing local newspapers; the teams are truly entrenched in the areas they service and in touch with changes taking place. Supervisors report changes and developments on a continuous basis to senior staff, who investigate whether changes need to make to the distribution patterns. Because local newspapers are usually distributed freely, the costs of publishing, printing and distributing papers must be funded by advertising. Caxton selects communities to service on the basis of economic viability and accessible infrastructure. Currently over 120 local newspaper titles with a print order of 3 million are published weekly. Checks and balances A distribution system is only as good as its checks and balances. Caxton has a number of measures in place to ensure efficient delivery: • Signatures from staff at the bulk drop locations are required as proof of delivery. • Newspapers are usually either handed out to residents as they enter gated communities or placed on stands where they are collected by residents. In some cases, newspapers are delivered by security to individual homes within a gated community. • Seamless access to gated communities and complexes is The best way to distribute advertising leaflets What purchase decision makers decisively prefer: Advertising leaflets to be delivered in their local papers, rather than having them thrust into their post boxes or gates. Shoppers who read the advertising inserts regularly, even if they are not looking for something in particular. (Source: Roots 2019) facilitated through strong relationships with gate keepers, security companies and body corporates. • Random telephonic back-checks are regularly done, and a complaints system is in place to investigate and rectify any distribution issues that arise. According to Tracy Schloesser, Business Unit Head at Spark Media, there aren’t many things that can get into a South African home anymore. A look at the sophisticated systems, distribution networks and the necessary checks & balances required for the physical delivery of local newspapers in 2021. Local newspapers reach 4 727 000 purchase decision makers 86% 70% 80% Educated: Matric/Post-matric qualification Established: Aged 25-64 58% Have children 63% 85% 69% Employed Affluent: SEM 7-10 (Source: Roots 2019) A Local Focus 3 “
+3 million local newspapers distributed every week *119,600 Caxton West Rand Branch Krugersdorp News Randfontein Herald Roodepoort Record Roodepoort Northsider *153,400 North West Brits Pos (Sold) Klerksdorp Midweek Klerksdorp Rekord (Sold) Lenstwe Mafikeng Mail (Sold) Noordwester (Sold) Rustenburg Herald (Sold) Rustenburg Herald Bonus Stellalander (Sold) Olav Westphal, Sales Director at Spark Media shares how local newspapers are simply configured in a way that aligns with how people continue to behave, and that is the true magic of the medium. *17,000 Potchefstr *169,300 Vaal Triangle Mooivaal Media Northern Ster Sedibeng Star Southern Star Vaal Weekblad (Sold) *311,0 Capita Rekor Rekor Rekor Rekor Rekor Rekor Rekor Rekor Rekor *45,000 Mahareng Bloemfont *14,500 Gemsbok (Sold) Understanding consumer behaviour makes for more effective media investment. The weekly delivery of local newspapers supports the way people live and shop – week to week. Delivering on the same day each week, means local newspapers are anticipated, and relied upon as a useful way to plan shopping and make purchase decisions. Local newspapers are simply configured in a way that aligns with how people continue to behave, and that is the true magic of the medium. *Number of printed copies of local newspapers delivered per area. Print orders correct 20/05/2021 *6,000 The Village News *34,193 Western Cape Group Editors Geoge Herald Knysna Plett Herald Mosselbay Advertiser South Cape Forum Oudtshoorn Courant *2,500 Graaff-Re
*66,000 090 tal Media - Pta rd Central rd Centurion rd East rd Far East rd Moot rd North rd Noweto rd West News rd Mamelodi *4,000 Die Pos / The Post Northern Media Group Bonus Review Bosveld Review Capricorn Voice Polokwane Observer Polokwane Review *23,000 Lumedia Regional Herald - Mopani District News *88,000 Corridor Gazette Hazyview Herald Lowvelder Friday/Express Mpumalanga News Steelburger Inc. Lydenburg News *88,500 CTP - Middelburg Daller (Sold) Highvelder/Hoëvelder Middelburg Observer (Sold) Ridge Times (incorporating Standerton Advertiser) Streeknuus Witbank News (Sold) *10,000 Komorant *30,000 Lenasia Rising Sun troom Herald *12,000 Carletonville Herald *20,000 Heidelberg/Nigel Heraut *7,500 Parys Gazette *2,500 Heilbron Herald *141,000 Caxton JHB South Branch Alberton Record Comaro Chronicle Kathorus Mail Southern Courier *110,000 Soweto Urban Papers Diepkloof Urban News Eldorado Urban News Pimville Urban news Protea Urban News *267,130 Caxton Greater JHB North Randburg Sun Fourways Review Sandton Chronicle Alex News Midrand Reporter Northcliff Melville Times Rosebank Killarney Gazette *327,800 Caxton East Rand Branch African Reporter Bedfordview Edenvale News Benoni City Times Boksburg Advertiser Brakpan Herald Germiston City News Kempton Express Springs Advertiser The Thembisan *74,250 Zululand 0 g Publishing ntein Courant *33,900 Northern Natal News Northern Natal News (Sold) Eyethu Amajuba (Sold) Eyethu Uthukela *127,000 Capital Media - PMB Maritzburg Sun Public Eye Village Talk Eyethu Msunduzi Eyethu Umgungundlovu 215,225 Highway Mail Berea Mail Highway Mail Northglen News Queensburgh News South Coast Sun Southlands Sun Eyethu Intshonalanga Eyethu Umlazi *40,000 South Coast Herald Ugu District News (Free/Sold) Eyethu Ugu einet Advertiser (Sold) Local papers have become known as media shopping malls. *52,200 Arena Holdings Go! and Express Talk of the Town (Sold) The Rep (Sold) Local newspapers are a win-win for residents and advertisers alike. They provide readers with unique, local editorial and advertising content; while providing the advertisers with unique audiences, contextual relevance and minimal wastage. 70% Zululand Observer (Monday) Zululand Observer (Friday) Zululand Eyethu Northern Eyethu Eyethu Baywatch *30,000 North Coast Courier *212,500 Rising Sun - PMB Chatsworth Rising Sun Ezase-Mpumalanga News Merebank Rising Sun Mid South Coast Rising Sun North Coast Rising Sun Overport Rising Sun 79% Prefer to use the grocery store close to home (Kantar Consumer Barometer 2020) Have either experienced, or expect to experience, negative impact on their household incomes due to the pandemic. (Kantar Consumer Barometer 2020) 70% Shoppers who use local papers to plan their shopping (ROOTS 2019) To learn how local newspapers can help build your business, contact Olav Westphal, Sales Director at Spark Media at: ow@sparkmedia.co.za
Local newspapers reach desirable segments of the market better than any other print media Caxton’s free local newspapers are delivered door-to-door in carefully selected geographically defined areas, where decision-makers with economic power live and shop. Read by 65% of the urban South African decision-makers, local newspaper audiences are sizable and desirable. (Roots 2019) Consistent unparalleled reach Because of their unique content and mostly free distribution system, the reach of local newspapers has been stable over the last decade when other print types have declined. Local newspapers now provide nearly 3.7 times the reach of their daily counterparts and almost 4 times the reach of all weekly or weekend newspapers combined. 65% Local Papers 18% Daily Papers 17% Weekly/Weekend Papers Decisions range from groceries to computers and insurance An unfortunate misconception is that local newspaper readers are preoccupied compiling only their grocery lists. Data drawn from Roots 2019 shows that across a wide range of categories and market segments, local newspapers fare way above their print competitors: COMPUTERS AND ACCESSORIES, INTERNET USERS 68% 36% AUTOMOTIVE, TRAVEL 71% 34% % % Any Local Newspapers Any Daily/Weekly/Weekend Papers % Print Readership by Category BANKING AND FINANCE, INSURANCE 69% 34% DIY, PAINT 74% 37% Not everyone is moving online exclusively The elephant in the room is digital migration. Amongst marketers and media decisionmakers, the perception that everyone is moving online and away from print. In part, this is because many of them are digital and tech enthusiasts personally, and they bring with them the biases of their own experiences, which do not correspond with the habits of the broader population. The acceleration of ecommerce, during the pandemic, has been the subject of much overblown discussion. According to a joint Euromonitor and Google project, it is predicted that even in developed markets, online purchases will only account for 22% share by 2024. Bricks and mortar will continue to take the lion’s share. 65% 28% FOOD, GROCERIES Local newspapers carry advertising relevant to everyone in the home renovators may want to gr DIY insert or the motor enthusias may want the automotive section and the pet care section of the paper would appeal to the dog lovers whilst the kids, grab the toys catalogues. Bridgette Manamela, Business Unit Head at Spark Media looks at how local newspapers reach various categories of shoppers, appealing to many sought-after market segments. 65% 28% SHOES AND CLOTHING APPLIANCES, AUDIOVISUAL, FURNITURE 66% 30% GARDEN, PETS 77% 39% Digitally savvy young shoppers use local newspapers to plan their shopping. Its about the behaviour whilst consuming media A recent Newsworks study, Mental Availability in the Digital Age, suggests that online shopping offers a very limited version of convenience, and is beset by risk, choice overload and many unsatisfactory purchase experiences. Quality mass media play a key role in helping online shoppers by building associations that mitigate against these. (Newsworks is the marketing body for national newspapers in the UK.) It is no surprise that the outspoken Mark Ritson, awardwinning columnist and marketing professor, recently stated that: “Offline media will continue to play a crucial role in an increasingly digital world”. Advertisers and media decision-makers need to use the available evidence of how people currently behave and make decisions. Efficient media aims to reach as many possible customers within each targeted market segment and local newspapers do just that. 6 A Local Focus These digitally savvy young shoppers use local newspapers inserts more intentionally than online platforms to do their comparative shopping: Of the shoppers who watch streamed TV e.g.: Netflix, Showmax. 68% 54% looked online adverts or leaflets in papers Of the shoppers who have fibre/high speed internet at home 45% looked online 73% adverts or leaflets in papers Of the shoppers who are 16-34 years old. 37% looked online Of the shoppers who are avid social media users. 34% looked online 75% adverts or leaflets in papers 75% adverts or leaflets in papers DIY Pet Lovers Kid’s Toys Automotive
INTRODUCING SA You’re looking at a brand-new content destination for all the newest, best, trendiest, most desirable, exciting and interesting products, places, and people in South Africa! Introducing!SA is Caxton Local Media’s latest exciting venture … a new age of marketing! A multi-network media platform delivering: On Page, Digital, Social, OOH, Sampling, Consumer Surveys and Opinions, Eventing and Influencer amplification! We’re an all-in-one marketing and branding solution. We deliver…Credibility | Content | Local Reach| Influence • Credibility, trust, integrity and power of Caxton Local Media. • Quality content generation. The power of editorial and editor influence! • Reach the South African masses. We’re closer to the local population than anyone else. We know who we are talking to and we get your message into millions of homes. • An engaged online and social media audience. • An all-in-one solution directly to our millions of readers/purchase decision makers. • Bespoke campaigns - One of a kind creative ideas and applications. Don’t miss out on the opportunity to be featured in Introducing!SA For more information, please contact: Dejané Poil Head of Retail Marketing & Innovation dejanep@caxton.co.za Geshika Vorster Editor geshikav@caxton.co.za Aqsa Qureshi Digital Channel Strategy Manager aqsa@caxton.co.za Shivani Moodley Key Account Manager sm@sparkmedia.co.za “Introducing!SA keeps readers ‘in the now’ - think what’s hot, who’s trending and where’s the coolest places to be and things to do!” - Dejané Poil “I believe the Introducing!SA brand is an editorially powered asset and that through my credible content I have the ability to influence.” - Geshika Vorster “I live and breathe all things digital - I am as millennial as they come.” - Aqsa Qureshi “I am excited to connect your brands to Introducing!SA, where innovation meets your consumers through multiple touch points.” - Shivani Moodley
“Compiling and editing this information with Caxton Local Newspapers and SPARK Media has convinced me that there is a Pressing need to re-assess L ocal newspapers are not only in good health in these times of COVID-19, but they dominate the newspaper market and have a real relevance in the lives of their readers. There is ample international evidence that suggests that media decision-makers must rethink their approaches as they assist businesses to rebuild. Traditional media continue to outperform online media Hot off the press, with fieldwork carried out between September and November 2020, is “Re-evaluating media for recovery: Understanding the true value of media for growing brands during challenging times”. This report demonstrates that TV, radio, newspapers, magazines and out of home media outrank social and digital media in their ability to deliver on the attributes that make brands grow in recessionary times. “ One salutary example is that newspaper advertisements are: • 27% more effective than social media • 50% more effective than on-line video and • 66% more effective than on-line display. It is authored by Ebiquity, a global datadriven solutions company specialising in guiding brand owners in the extraction of efficiency and effectiveness from their media spend. Marketers’ pursuit of audience size, impact, behavioural targeting and innovation can lead them to forget that consumers tend to prefer uninterrupted media experiences. Consumers and media decision-makers think about media differently That there is a disjunction between how consumers and marketers view media, is also made in the Media Reaction 2020 study, published by Kantar, a global evidence-based insight and consulting company. This shows that consumers overwhelmingly favour offline channels, with cinema ads, sponsored events, magazine ads, digital OOH ads and newspaper ads topping the global ad equity charts; by contrast, marketers prefer TV and digital formats. Each of these groups bring differing perspectives to their assessment of media. Marketers’ pursuit of audience size, impact, behavioural targeting and innovation can lead them to forget that consumers tend to prefer uninterrupted media experiences. Consumers do not appreciate excessive ad volumes or excessive creepy ad targeting. Understanding what consumers want from their media experiences and intelligent placement and tailoring can only enhance communication effectiveness. Print’s relative strengths are trust, relevance and low levels of intrusion. Subjective perception drives media decision-making There is a significant gap between the reality and the perceptions of reality about which media channels are the most effective. The misperceptions held by media decision-makers overwhelmingly favour digital media; these decision-makers tend to be young, educated digital natives working in a pressured industry which emphasises innovation. However, neomania and System 1 thinking do not make for the best media investment decisions. pressing need for business leaders to re-assess their media investments and, certainly, to reconsider the role that local newspapers should play in their media strategies.” Britta Reid Newspaper Advertisements are more effective than: 84% 16% SOCIAL MEDIA 80% 20% ON-LINE VIDEO 88% 12% ON-LINE DISPLAY By Ebiquity Britta Reid spent decades working for media agencies and owners, across the fields of insight, strategy, implementation and leadership. Always a devoted mentor, she now relishes the opportunity to share her experience and views with curious media professionals through writing, training and consultation. “
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