will nurture and foster pride within the wider Xhosa community - a community that is proud of its traditions, its heritage and culture. The newspaper will be truthful, accurate, objective and foster the aspirations of the Xhosa people, both culturally and commercially.
Continuous coverage will be given to national and regional news, regional business, lifestyle, entertainment, sport and social.
Three daily "themed pages" will focus weekly on five recurring topics:
The reading opportunity
- Monday - Extra sport
- Tuesday - Careers and Business
- Wednesday - Religion and Culture
- Thursday - Motoring
- Friday - Shopping/recreation/travel
Research records that:
- There are 3.5 million literate Xhosas, aged 15 years and plus, and falling into LSM 4-9 segments that are resident in the Eastern Cape.
- It is also noteworthy that a further 1.2 million are resident in the Western Cape and 500,000 in Gauteng.
- While the population is widely dispersed - both urban and rural - upwards of 66% claim to be resident in the metropolitan complexes of Port Elizabeth, East London and Mthatha.
- Expected readership will be male biased - 55:45.
Physiographically, this potential market is typified by individuals who are:
- Intensely proud of the Xhosa heritage.
- Wish to be informed about the happenings in their community - both the serious and light hearted.
- They wish to be informed about the outside world - but are irritated by unending flow of political rhetoric.
- Their life-needs are identical to all South Africans - shelter, food, health, basic services and an improving lifestyle.
- Metropolitan residents are more closely focused on visible material assets than their rural counterparts.
Distribution of I'solezwe lesiXhosa
will be across the Eastern Cape Province with an upweighted focus on the key economically active regions of:
- The Port Elizabeth/Uitenhage/Despatch industrial complex.
- East London and surrounding townships.
- Mthatha and surrounding townships.
- Cities and towns located on the N2 from northern Transkei through to
- The N6 from East London through King William's Town to Queenstown.
- The R63 from East London to Somerset East.
A total of 2,500 outlets will initially be serviced. The ultimate footprint objective will be 3,500 viable outlets. Marketing support
The title's marketing programme will be integrated.
- The distribution of 10,000 "4-page dummy" editions introducing the title, its editorial team and clearly informing the reader about what I'solezwe lesiXhosa hope to contribute to the Xhosa society as a whole.
- A public relations programme including radio interviews and appropriate stories in industry magazines.
- Significant spend on Radio Mhlobo Wenene, plus exposure on Radio Unitra, nKqubela fm, Mdantsane fm and Alfred Nzo.
- Outdoor hoardings located in appropriate residential areas, or commuter routes, of Port Elizabeth, East London and Mthatha.
- In-store demonstrations - sampling and prizes.
- Sampling to institutions.
- Brand advertising on radio continues.
- Outdoor advertising continues.
- In-store demonstrations and promotions continue.
- An in-newspaper promotional launches and continues.
- PR activity continues.