Sowetan Readership

Editor: Sthembiso Msomi
Format: Tabloid
Distribution: National
Twitter: @SowetanLive

Overview

Not just a fearless advocate of political truth and national development, but also a proud promoter of personal liberation, a champion of lifestyle development, a doyen of enhanced entertainment options and an inspired innovator of information exchange. The Sowetan is engaging with a proudly South African readership that has come to a place where they have truly earned the right to be – ‘in the know and on the move.’ Sowetan has been remodeled to transport our readers around the brave new world that is contemporary South Africa. Some restyling includes an increased news count from 36 to 70 articles – much more international coverage and some cool insights from hot new columnists, a short sharp injection of what’s hot and who’s not, page three infotainment, wine club reviews, and Time-out entertainment section on Fridays, with the gig guide to tell you what to do on the weekend, broader and more pages of sports coverage including not only local and international soccer, but golf, rugby, formula one racing. Sowetan Job Market, published every Tuesday, guides our readers to the top of their careers.

COST PER THOUSAND

COST PER THOUSAND
R82.84

INTERNET ACCESS

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50%
OF READERS HAVE ACCESSED
THE INTERNET IN THE PAST 4 WEEKS

GENDER

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56% 44%
MALE FEMALE

PERSONAL INCOME

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AVERAGE PERSONAL INCOME
R7 744

READERSHIP AND CIRCULATION

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READERSHIP: 1,548,000
CIRCULATION: 71,797
*EXCLUSIVE READERSHIP 572,000  (37%)

AGE GROUPS

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23% 24% 34% 19%
15-24 25-34 35-49 50+

RACE

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97% 1% 1% 1%
BLACK COLOURED INDIAN WHITE

LANGUAGE

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94% 1% 4%
ANY AFRICAN LANGUAGE AFRIKAANS/ BILINGUAL ENGLISH / OTHER EUROPEAN

LIVING STANDARDS MEASURE

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LSM
1-4
10%
LSM
5-6
43%
LSM
7-8
28%
LSM
9-10
20%

WORK STATUS

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48%
WORKING

EDUCATION

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33% 44% 24%
UP TO SOME HIGH MATRIC TERTIARY

READERSHIP BY PROVINCE

Gauteng GAUTENG: 54%
kzn KWAZULU NATAL: 2%
ec EASTERN CAPE: 0%
wc WESTERN CAPE: 1%
nc NORTHERN CAPE: 0%
fs FREE STATE: 3%
nw NORTH WEST: 8%
mpum MPUMALANGA: 11%
limp LIMPOPO: 21%

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PSYCHOGRAPHICS:

Sowetan readers like to be well-informed and have a thirst for knowledge which empowers them to achieve more at work and also be in the know. They are ambitious, aspiring, fashionable, trendy and brand conscious consumers. They are street-wise readers, who value their roots and heritage.

Sources: AMPS 2016, ABC Oct-Dec2017, Effective Measure Stats January 2018, Google Analytics