Zulu daily reigns in Zulu kingdom

In KwaZulu-Natal, one out of every 10 adults reads Isolezwe, the province's only Zulu daily, according to AMPS 2007 B. That's twice as many people as the next paper in the running – daily afternoon leisure paper, the Daily News. In terms of spending power of their readership however, the Daily News commands a market with twice the household income of Isolezwe's.

The average household income of the Isolezwe reader base is R5892.32, compared to the R13 654.35 in the household coffers of Daily News readers (AMPS 2007 B).

On the other side of the top 10 scale is Gauteng's The Star, with 5000 KZN readers, one hundredth the size of Isolezwe's penetration into the province. The Star, however, reaches the KZN market with the highest average household income, at R19 168.50.

Other dailies in the KZN Top 10 with average household incomes over R10 000 include The Mercury (R13 905.17), The Witness (R11 385.91), Business Day (R14 440.59), and The Citizen (R10 131.08).

The top ten dailies in KZN are:

1. Isolezwe – 640 000 readers, reaching 10.1% of the province
   
2. Daily News – 311 000 readers, 4.9% reach
   
3. Daily Sun – 205 000 readers, 3.2% reach
   
4. The Mercury – 191 000 readers, 3.0% reach
   
5. The Witness – 123 000 readers, 1.9% reach
   
6. Sowetan – 61 000 readers, 1.0% reach
   
7. Beeld – 20 000 readers, 0.3% reach
   
8. Business Day – 11 000 readers, 0.2% reach
   
9. The Citizen – 8 000 readers, 0.1% reach
   
10. The Star – 5 000 readers, 0.1% reach
    

For more information on SAARF, go to www.saarf.co.za.