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Midas touch for Isolezwe

The Isolezwe brand's success continues as all three editions increase in popularity. The audited sales figures show that, between January and March 2013, 9% more Isolezwe copies were sold per week than in the previous audited quarter - October to December 2012.
Midas touch for Isolezwe
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The two newer weekend titles are the brightest stars in the country's newspaper market. The Saturday, ngoMgqibelo edition has grown rapidly, gaining 16% more sales year-on-year. The Sunday, ngeSonto edition has grown by 12% year-on-year and put even more distance between itself and its isiZulu Sunday competitor.

Isolezwe ngoMgqibelo was launched in August 2011 and in just 19 months, has gone from nothing to selling an average of 80,792 copies every week.

Weekend editor, Sandile Mdadane, is understandably chuffed: "The brand gave us a good base and we've tried to add to that - with new features, different angles, a change of emphasis."

"Our leads are unique and exclusive, we always have great sport - mainly soccer - and readers get brilliant added value with a 7-day pull-out isiZulu TV guide," explains Mdadane.

Sundays are slightly different - Isolezwe ngeSonto has been in the market for five years and was the second isiZulu newspaper to publish on a Sunday. It has outsold its rival for over a year but this quarter's figures show a dramatic increase in Isolezwe ngeSonto's sales lead.

At 116,186, the daily Isolezwe achieved its second highest audited sales figure. The highest sale, 117,266, was over the previous January - March in 2012. For editor, Sazi Hadebe, Isolezwe's continued success demonstrates the depth and experience of his editorial staff as well as the passion and commitment of his marketing, distribution, publishing and advertising colleagues. Hadebe has been overseeing all three titles since July, 2012.

23 May 2013 10:48

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