When a newspaper is handed over from the seller to the buyer in South Africa, its journey has only just begun, as the latest SAARF AMPS study has found that although readership is up, circulation is the same, as more people are sharing newspapers, Biz-Community reported Thursday.
African Response, a co-contractor on the SAARF AMPS study, found that just because more South Africans are reading newspapers, it does not necessarily mean they are buying them.
One reader told Biz-Community that she reads the headlines on the train in the morning, saves the rest of her reading for lunch, and “can't say how many people get to read my paper at work, but it disappears for the whole afternoon.” At the end of the day, she relocates the paper to take home, because her family wants to read it.
Another reader said when he goes to work, at least eight people will read it during lunch, and others will sign up for a time to read it during the day. After work, he takes it to a bar, where other people read it, thus it makes the rounds from one of his (live, not online!) social networks to another, Biz-Community reported.
“Content retains its title as king. More variety and the improved relevance of content are the key driving forces behind the increase in newspaper readership amongst black South Africans,” Biz-Community reported, in the article posted on AllAfrica.com.