Popular youngster wins hearts and minds of Zulu readers
Isolezwe, the high-flying Zulu-language daily has secured its place as the most popular title in KwaZulu-Natal, according to the latest AMPS (All Media and Products Survey) figures. With 713,000 readers nationally and 650,000 in KZN, Isolezwe has grown by 11% and 6% since the previous readership survey.
27 Sep 2007 16:39
In sharp contrast to incredible gains in some provinces, SAARF's (South African Advertising Research Foundation) 2007RA research study show declines among most readerships in KwaZulu-Natal, even those showing national increases.
Last year Isolezwe overtook its far older rival as the most widely ready Zulu newspaper. That gap has been widened this year as the daily tabloid establishes itself as the clear leader in the Zulu newspaper market.
Isolezwe regularly sells between 90 000 and 100 000 copies a day, says editor Thulani Mbatha. "This is our fifth year of publishing making us the group's ‘laat-lammetjie' and yet we've overtaken our English siblings in terms of the size of our readership.
“I think it's an indication of the country's evolving consumer market - our market segment is in a state of socio-economic flux. New opportunities are opening up for our readers and they want to know what's going on around them.
“Isolezwe's there to guide them through all this new stuff and make sense of it - in their own language, without talking down to them. We're on an exciting ride into a new era with our readers,” says Mbatha.
Advertising revenues are ahead of expectations and on the upward trend as major players realise where consumer power is shifting. Existing advertiser are benefiting from Isolezwe's popularity in this market.
Mbatha said the 2010 soccer World Cup offered an awesome opportunity for his newspaper to further entrench its dominant position. And there are also plans for increased business and finance coverage in Isolezwe.
Mbatha says Isolezwe is published for the modern Zulu reader who tends to be urban, either male or female, mostly within the working age segment, and wanting to get more out of life with a curious and involved disposition.