Each edition focussed on a different bundle offering and was packed with interesting insights, interactive infographics, competitions and articles from some of the top newspaper editors in South Africa. Ads24 brought newspapers to life with Adsman who made his debut appearance in the Sunday Titles Community Edition.
“Along with our creative agency Sunshine Gun we came up with an entertaining and captivating new medium to reach marketers and media agencies. He is dressed from head to toe in a special newsprint fabric, from his shoes, to his suit, hat, and even an attractive facemask. He is Adsman and appears in an
Ads24 advertising campaign, on a dedicated campaign page, www.adsman.co.za. The idea of a man dressed in a newspaper suit, casually being part of a group of people, symbolises all of Ads24’s titles and the connection these have with communities.” says Marise van der Lith, creative project manager at Ads24.
The first Beat to be released was The Mass Market Community Edition and featured articles by Ben Viljoen, deputy editor of the Daily Sun, by Doreen Molefe, entertainment reporter for the Daily Sun and Sunday Sun, and by Andrew Koopman, editor in chief of Die Son.
Ads24’s mass market titles, Daily Sun; Son; Ilanga, and their digital properties, have a national reach of 7.3 million people, which is comparable to the entire population of Hong Kong. The readers of these titles spend R32 billion each month, and 24% of this reach is in LSM 4-7. Ads24 are offering tailor made packages across these titles, including digital, to optimise reach and fit for advertisers.
The second Beat was The Sunday Reader Community Edition and featured articles by esteemed editors Ferial Haffajee, editor in chief of City Press, , Waldimar Pelser, editor in chief of Rapport, and by media and marketing stalwart Tony Koendeman.
The readers of Ads24 Sunday titles have a combined spending power of R51.1bn per month, that’s the value of over 204 Nkandlas. Not only could they build Nkandla a couple of hundred times over, but they would probably have the means and savvy to insure it. 44% of total readers say newspapers help them take a decision when taking out insurance products such as car, medical, home, life, or funeral insurance, while only 15% of the total South African population have medical insurance, 25% of Ads24 Sunday combo readers do.
The final Beat for the year, The Afrikaans Reader Community Edition, had fascinating articles by Adriaan Basson, editor in chief of Netwerk24 and previous editor of Beeld, Bun Booyens, editor of Die Burger, and by Jaco Nel, journalist at rapport.
Afrikaans readers of Ads24 newspapers have high incomes. Earning on average R20 357 per month (which is almost R9000 more than the South African (SA) average of R11 471), this market falls into the LSM 9-10 group. LSM 9-10 accounts for 43% of all spending in SA and 31% of LSM 9-10 is Afrikaans.