Media24 targets mobile digital audiences, in particular.
“The past few years we realised that apps with focused content will be a big part of our future. It is an affordable and accessible form of media in spite of the fact that the bandwidth in South Africa is still problematic. Everybody has a phone and nearly everyone is slightly addicted to social media. The success of the
Daily Sun’s Facebook page is proof of that – 1.2 million followers are actively participating. Our soccer magazine
Kick Off’s online readers far exceed readers of the print version,” says Weideman.
Media24 has also reintroduced its paid-for online news platform,
Network24, in a more consumer friendly format. The new and free Afrikaans news app,
Netnuus, which was introduced recently, has already attracted 76 000 active users.
“Most structures and strategies are in place. It is now just a matter of implementation, learning and improving,” she adds.
“Most important, though, is that the content of the digital formats must be relevant, useful and simple. Digital platforms give us the opportunity to introduce specific audiences to our advertisers – something that is 100% measurable. The time when advertisers just threw their content on a platform is long gone – it is now the calculated strategy that brings success. The association of products with credible media brand names is more important than ever before.
“The digital market (including social media) of our magazines like
Huisgenoot and
SARIE is a priority, and our fresh content has already drawn substantial audiences. One of our priorities is to open up these markets to our advertisers in new and captivating ways.
“With the exciting content that attracts huge audiences to our online platforms, I envisage that an increasing number of advertisers will join us on this path. Success is more likely when there is a strategic partnership between media owners and marketers’ projects and goals. The year-to-year growth graph is already showing that our strategy is working.
Media24’s ‘digital first’ mantra had a huge impact on the diversification of its markets, according to Weideman. “We are serving more South Africans across all platforms than ever before.
“Our loyal Afrikaans audiences remain a priority. Given the large volume of information that customers deal with every day, communication with them in their mother tongue is still the best way to connect with them. The message is just so much clearer. When marketers create their message in Afrikaans and not just translate it from English, their message would be even more powerful.
“We are just as passionate about South Africa’s other indigenous languages because they are part and parcel of many of our markets. For this reason we support the
Pendoring Advertising Awards – not only does Pendoring promote mother tongue advertising, but it also rewards creative excellence – a cornerstone on which our business was built,” she adds.
The annual Pendoring gala event takes place on Friday, 28 October 2016 at Vodacom World, Midrand. Tickets are now available.
For more information, visit
www.pendoring.co.za. Alternatively, connect with them on
Facebook or on
Twitter using the #Pendoring hashtag.