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Sales rocket for Durban daily and its weekend editions

At Isolezwe, it is a case of the team keeping their feet on the ground while the isiZulu title reaches for the stars as circulation figures continue to push the outer limits.
Latest ABC figures - for January to March this year - show the daily Isolezwe's sales increasing to 117 226 from 103 467 in the previous quarter (October to December 2011). That is a 13% growth which is phenomenal in anyone's language.

And the title's amazing growth story extends to its weekend editions, with the circulation of the Saturday paper (Isolezwe ngoMgqibelo) rocketing to 69 695 from 58 851 (18%) and that of Sunday (Isolezwe ngeSonto) growing 7% from 80 050 to 85 575.

Most mainstream newspapers in South Africa were shown to be stagnating or declining. By contrast, Isolezwe can boast an incredible growth spurt which shows no sign of abating.

Acting Isolezwe editor, Sazi Hadebe, points out how motivating these high sales are for the editorial team. "It keeps us on our toes! As a daily, we're under constant pressure to break news and cover issues in a way which keeps readers coming back for more."

The daily title - which celebrated its 10th anniversary earlier this year - has won the confidence and trust of its audiences as more people buy the title every day. "We don't let readers down, or have them tire of an editorial formula, our news agenda is truly reader-driven," said Hadebe.

"We run a highly professional newsroom and give readers what they want at an affordable price, in an accessible, well presented isiZulu package."

"We're over the moon about the latest sales figures but we're keeping our feet on the ground and are determined to just keep on getting stronger," said Hadebe.

Weekend editor, Slindile Khanyile, said the Saturday sales were an indication of the growing strength of the brand. "The first edition of Isolezwe ngoMgqibelo hit the streets just nine months ago and we are already close to 70 000 sales with the potential to go much higher. Sunday paper sales are now in the mid-80s and the title is ready to break new barriers in its position as number one in the Zulu Sunday market."

Occupying a coveted space in the burgeoning middle-market, Isolezwe's advertising support comes from a wide range of market sectors.

"The influence of Isolezwe in the market cannot be ignored," says The INC's national sales manager in KZN, Andrew Taylor. "With readerships of the daily and Sunday titles fast-approaching one million, advertisers experience the effect of this influence with the response they achieve."

A dynamic marketing team underpins Isolezwe's growth. Isolezwe events are invariably well-supported and range from in-store promotions, ladies and business forums, concerts, picnics and collaborations with artists and radio stations around the province.

Printed in Durban and Johannesburg, Isolezwe is widely available from a vast network of sales agents which includes hyperstores, spazas, street-sellers and, more recently, roving bicycle vendors.

25 May 2012 09:44

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