EYETHU launches local newspapers in Kwa-Zulu Natal

Publication: Advantage magazine online
Author: Webmaster
Date: 2011-10-27

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In a time when newspaper circulations are flat or on the decline with no investment into new title launches, along comes an independent empowered publisher (Capital newspapers) backed by Caxton CTP to launch and rebrand eight local newspapers in KZN.

Aimed at the emerging middle class market in Kwa-Zulu Natal, Eyethu brings eight community newspapers to South Africa’s second most abundant middle class province. Eyethu will be distributed to eight communities spread across KZN’s key economic municipalities. The newspapers will be published in Zulu.

“The community newspaper model is a highly successful and formidable one. Capital Newspapers have grabbed the opportunity to roll out several papers and extend this powerful formula into KZN’s key Zulu speaking areas,” says Brian Letsogo from NAB, the company representing the Eyethu package on a national level.

“KZN is arguably the most exciting area to reach SA’s middle class. The numbers are there, there is a demand for assets and spending and now there are local newspapers to reach them,” Letsogo adds. “What’s really exciting is that advertisers can pick the whole market or simply pick a slice of Empangeni to Umlazi, or Newcastle to Ugu!”

The eight different products launched are Eyethu Edendale (Pietermaritzburg and surrounds); Eyethu Ugu (South Coast); Eyethu Intshonalanga (Westville and surrounds); Eyethu Amajuba (Newcastle and surrounds); Eyethu Uthukela (Ladysmith and surrounds); Eyethu Umlazi and Eyethu Ilembe (North Coast).

‘Eyethu’ in Nguni means ‘it is ours’ and epitomises the belief behind the editorial philosophy – keeping the newspapers locally relevant and part of the reader’s community,” says Brian.

The Eyethu brand will print 245 000 weekly copies across the eight different newspapers with an estimated readership of at least 1.4 million per week.

“The Kwa-Zulu Natal province is South Africa’s second biggest contributor to national GDP after Gauteng,” he says, “so it was an obvious choice for Capital Newspapers to target this market, and in a language they’re familiar with and trust.”

The only reasonable growth from daily and weekend newspapers has come from KZN in recent years while community newspapers have shown continuous growth across all provinces. The Eyethu brands combined, will distribute over double the copies being sold on a daily and weekly basis by other newspapers serving this market.

Letsogo believes that the benefits for advertisers are numerous. He states that retailers, local businesses, service providers and local government will be able to engage their specific catchment area in one selected paper, or all eight simultaneously if they choose to.

“With a larger print order and the flexibility to choose your Eyethu, we wanted to make it easy to do business with us,” he says. “We’ve priced ourselves very affordably and cost effectively. Capital Newspapers have the backing support of Caxton CTP – so it’s a brand that will stick around and we’re determined to keep the news relevant and uniquely local. Most importantly, we want our advertisers to get a return and response from their investment so they can be part of KZN’s winning formula.”

For more information, contact NAB at 011 889 0600 or follow them on Twitter at www.twitter.com/NAB_SA or look for ‘NAB’ on Facebook.

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