“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 South Africa’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 Letsogo.

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.

“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.”