DLT Media gives South African publishers another marketing arm

Posted by Savita Sauvin on January 29, 2010 at 4:03 PM

South Africa's DLT Media is tapping into print revenue by targeting readers with no place else to go, and nothing to do but read. In many waiting rooms, magazines are old and the daily newspaper ends up scattered around. DLT has signed up about 120 businesses per month - from doctor's offices to hair salons - and as of July 2009 has provided a marketing arm for publishers to reach more than 3,000 business clients, BizCommunity reported Tuesday.

DLT Media gives publishers another way to offer premium media placement to get more visibility, thereby boosting circulation and readership.

DLT Media also operates in the Netherlands, where it was formed in 1998 to market and distribute magazines to businesses that have a lobby or waiting area, which proved to be successful and was soon followed by expanding its reach to United Kingdom, then Ireland and recently to South Africa in 2006. It is now Europe's largest specialist supplier of consumer magazines to businesses, distributing more than 400,000 magazines every month to over 20,000 businesses, reaching more than 8 million people, according to its Web site.

According to a McPheters study, published in February 2009 and commissioned by DLT Media, 58 percent of people are more concentrated while reading a magazine in a private place, compared to 51 percent in public places.