Daily Sun is the coolest newspaper according to youth vote
Jul 22nd, 08:56
This Ads24 title gains another accolade
Ads24 title Daily Sun was voted as the coolest daily newspaper again in the Sunday Times Generation Next youth brand survey. The newest results surveying respondents aged 8 to 23, were released in June 2013. In the survey conducted by Monash University Australia’s South African campus and HDI Youth Marketeers, youth were asked to vote on a number of product categories to discover South Africa’s ‘Kings of Cool’.
“Polling over 5 500 young South Africans in six provinces is what makes the Sunday Times Generation Next survey not only robust and representative, it’s also what makes it a huge undertaking and a great adventure. The in-field team travels the country, going to primary schools, high schools, varsities and communities, connecting with quizzical grade twos, ‘you’re-up-in-my-grill teens’ and ‘time-of-our-life’ young adults,” said Jason Levin MD of HDI Youth Marketeers, “Should business’s bottom-line care? The youth of today are technologically savvy, aware of the latest trends in social networking, sensitive to the socio-political climate of the country and generally tuned in. This generation of inquisitive minds has high levels of entitlement and expectation from you and your brands, and has very little patience for inaction, bad service and/or lack of creativity.”
“We at Ads24 are delighted with this accolade. Youth buy-in is not something to be ignored. According to the Generation Next supplement, the youth market has an annual spend of over R105 billion (kids: R29.9bn; teens: R36.2bn; young adults: R 39.3bn) and thus having insight into the youth market is vital. Advertisers can use this kind of survey to know how to best position their advertising campaign to ensure the optimum return on investment (ROI) for their target market. Daily Sun has a daily readership of 5.6 million according to the latest AMPS survey and circulation figures of 322 324. We are very proud of the Media24 editorial team who have kept their fingers on the pulse and kept the youth market engaged,” commented Baleseng Dlamini, Business Manager for Mass Market Titles at Ads24.
“If one can create a loyal readership base amongst the youth, this is likely to create a media consumption habit that lasts into adulthood. Newspaper readers often stay loyal to their preferred newspaper brands throughout their lives,” she continued.
Minette Ferreira, General Manager of English Titles at Media24 commented, “I would like to take this opportunity to congratulate the Daily Sun team. The survey findings revealed that even the youngest children were on the whole aware of current and important stories making the news. The tone and style of Daily Sun make it accessible and interesting to readers of all age groups. The Generation Next supplement notes that young people must be seen as a very tough and critical audience and this amplifies the achievement of being voted as the ‘coolest’ daily.”
“Interestingly, we find that despite vastly different economic backgrounds and fortunes, township and suburban youth both aspire to similar lifestyles and brands,” commented Jessica Oosthuizen, part of the HDI Insights team.
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The Compass24 readership currency commissioned by Ads24 and conducted by Ask Afrika covers 76 local newspaper titles. With a national representative sample, the research results provides width and depth and can be translated to provide answers on three levels i.e. title, provincial and national level.
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