As editor of the popular isiZulu newspapers, his heart warms on those early mornings when he sees noses buried in what has become the most widely read isiZulu publication in the country.
The All Media & Products Survey (AMPS) data released on April 11, 2013, indicates that Isolezwe is read by an average of 943 000 adults each day. That's a lot of noses in newspapers and the daily's largest audience figure in 11 years of publishing.
"The key is relevance," says Hadebe. "Our sustained growth comes from knowing our readers and tieing in with their every day experience."
"When news breaks on the townships, we're there and we go big. Soapie stars, radio DJs, musicians - we keep our noses to the ground and focus on what readers want to know more about."
"You'll find the Sharks, Oscar, politicians in the paper but we drive our own news agenda and that is 100% informed by reader relevance," says Hadebe.
Average issue readership for the Sunday Isolezwe ngeSonto edition is 668 000 and 487 000 for the newer Saturday Isolezwe ngoMgqibelo, according to the survey.
"In March we celebrated Isolezwe ngeSonto's fifth birthday," says Hadebe. "There have been steady increases in sales for both the weekend titles. Audits show we sell 87 175 copies on a Sunday and 73 448 on a Saturday."
A separate weekend editorial team headed by Sandile Mdadane, maintains a distinct difference in content emphasis and tone between the daily and each weekend day.
Sundays are more about celebrities, sport, and gossip while Saturday includes an abundance of sport, human interest features, advice and a pull-out 7-day TV guide.
The three Isolezwe editions have an unduplicated readership of 1,5m. According to the survey 19% of KZN's adults and 24% of those in Durban read at least on of the three titles.
Fieldwork for the AMPS 2012B survey was conducted between January and December 2012. AMPS is a countrywide survey conducted by the South African Audience Research Foundation (SAARF) in which over 25 000 adults (15+) are interviewed.
(October - December 2012 audited circulation quoted.