Russell Hanly, Media24 Digital chief executive, says: "These results highlight the rise of niche content portals in South Africa, an area in which we are particularly strong. Although the popularity of some sites such as news is expected, we are definitely seeing the effect of more experienced users migrating to sites that meet their needs in specific areas. And, here quality content plays a key role in attracting and retaining loyal users."
Elan Lohmann, publisher of news service, News24, says that it is not always easy to describe what does or doesn't cause growth for a media property: "What we do know at News24 is that we're consistent in what we do and we continue to keep focused and do what we do best. In this way, South Africa's Internet population continues to realise that News24 is an unbeatable resource for breaking news."
Lohmann says that News24, which celebrates its seventh birthday this month, boasts an audience level above 500 000 South African unique users, a milestone it first reached in August 2005, and which it has maintained since: "Our combined local and international audience is currently pegged at almost 1.5 million unique users making it the most visited local website. This proves that it is not necessarily bells and whistles which attract audiences to a site but rather consistently updated content."
Hanly adds: "Content arguably plays a major role in a website's stickiness by ensuring repeat traffic. Niche content portals also allow for a high level of advertising targeting. This added benefit creates a compelling offering by contextualising advertising in relevant editorial environments."
