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Isolezwe's 'Sunday Sister' is growing up

An increasing number of Zulu readers are buying young Isolezwe ngeSonto, the Sunday sister title of the highly popular daily, Isolezwe.
Audited circulation figures for the first quarter of 2010 show that Isolezwe ngeSonto posted another breathtaking sales hike, selling an average of 71 219 copies a week - up by a highly impressive 34% over the same period last year.

Launched in March 2008, Isolezwe ngeSonto gives 645 000 Zulu-speaking readers the weekend read they crave.

Edited by Thulani Mbatha, the title takes the essence of its daily sister - credibility, a trendy modern approach, relevance and topicality - to create a must-have Sunday product.

Mbatha says the Sunday title provides a complementary, slower, more laid back read: "We focus on the weekend mood and vibe with healthy helpings of sport and entertainment.

"Isolezwe ngeSonto journalists 'live the life'," he says. "So readers can be confident that if there's anything happening on the social scene or developments with their favourite celebrities and TV stars, the details will be in Isolezwe ngeSonto on Sunday'"

"We include all the Friday and Saturday on-field action in our sport section which is heavily biased towards soccer. Readers can also find out more about the most topical player or coach in our weekly Personality Profile which is proving to be hugely popular.

"The news is covered and assessed and we break the news when it happens. Local news and human interest stories are always good for sales.

"From AMPS we know that nearly a third of our Isolezwe readers are also reading us on Sundays," says Mbatha. "Not only are we providing an alternative editorial environment for advertisers but have also brought new readers into the market," he concludes.

12 Jul 2010 13:15

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