“Our teenage target audience want to air their views, see what others are saying and access news and reviews at anytime and anywhere. Online enables these possibilities with the result that we have a constant buzz of teenage voices,” said Riëtte Grobler, editor of
JIP.
She believes this activity indicates the needs of the unique Afrikaans teenage market to potential advertisers. “As far as we know,
JIP is the only website for teenagers in the Afrikaans language not aimed at parents, schools or teachers. This places us in the unique position to really make a difference where it's needed,” said Grobler.
JIP is considered the authority on popular culture, local music and the latest ‘cool’ in South Africa.
Said Mike van Eck, Ads24’s digital business manager (and the national sales team behind
JIP), “Teenagers can be overlooked as a potential market, but in reality, they are the largest consumers of media. What’s more, 76% of JIP Die Burger’s readers are in the LSM 7- 10 group and 91% of JIP Beeld readers are in the LSM 7 – 10 category.”
He added that for brands and advertisers,
JIP presents a unique opportunity to connect with tech-savvy individuals who are “future custodians of their brands”.
Meanwhile, however, teachers use the
JIP website as a tool to find articles to use in their classrooms. “We find that the website serves an instructive role: the writers of school textbooks, especially in Afrikaans (for first and second language teaching purposes), use the website as a resource for content and refer to the site in their printed publications. Learners use the website individually too,” noted Grobler.
To meet the millennial generations' demand to interact,
JIP provides many channels to access the brand including a
website,
Facebook page,
Twitter, MXit and regular sponsored events and competitions.