media m

TtotallyMAd

on
newsclip

itoring
managing media intelligently

A marketingAadvertising

Friday, 14 March 2008

Wwww.totallymad.co.za

MARKETING NEWS Vikesh Roopchand,

PRIMEDIA@HOME’s
Three international guest speakers are set to General Manager of Business
intrigue delegates and spark debate at the Development, recently
2008 SAMRA Conference. The Southern African attended the Direct Marketing
Marketing Research Association’s (SAMRA) 2008 Association's conference and
conference will take place from 27 to 28 May at Sun exhibition in Chicago, USA. At
International’s Royal Swazi Sun and Spa in the the conference, Roopchand explored new business
Ezulwini Valley in Swaziland. The conference will opportunities for PRIMEDIA@HOME, while at the
bring together researchers, research-users and same time established the industry's best practices
marketers from all over southern Africa with the here for more.
on a global level. ClickLhere
objective of developing and advancing marketing
research in the region by showcasing new trends and It's that time of the year
here for more.
developments in the industry. ClickLhere again, when the My Coke
Fest takes place in
Melissa Attree has launched Johannesburg at the
GetOn eMarketing with the Newmarket Racecourse and in
aim of assisting brands to engage Cape Town at Kenilworth
with consumers using specific Racecourse. Marketing an
online methods. Attree is an event like this is a challenge,
experienced marketing and communications especially given its history and
professional. GetOn specialises in Social Media the sheer magnitude of the event. Two years ago, the
interaction (blogging for business, social networking) event was slammed as badly organised and poorly
and WebPR (optimised media releases, pitching to executed. Last year, when the event moved to the
bloggers.) ClickLhere
here for more. Newmarket Racecourse, the reviews were
phenomenally positive. ClickLhere
here for more.
The ComutaNet team in
Cape Town has relocated The 3D Group has been awarded first place in
to premises that enables them the Best Stand Design category at Tyrexpo
to offer better service to their Africa for its stand for CFP Tyres. Exhibition
clients and partners. ClickLhere
here for more. organisers, Rowena Suthers and Liana Shaw, had no
hesitation awarding Gold to 3D based on its
Graphic design and brand mentoring innovative design and precision stand construction.
company, Creative Licence, was here for more.
ClickLhere
approached by the Ceres Beverage
Company to redesign the Super Fruit ADVERTISING NEWS
labels and point-of-sale material. Click
here for more.
Lhere T h e r e c e n t l y
r e f u r b i s h e d
Marketing and Citizen.co.za website, has
advertising agency, proven to be a success with a record of 254 000 visitors
Hardy Boys, was briefed to logging on in February. Joburg.co.za has been brought
come up with a promotion on-board to handle the sales of online advertising on
that would position Aquafresh The Citizen’s website. This move serves to extend the
White and Shine as more than a toothpaste and current partnership with Joburg.co.za, which provides
appeal to a younger, trendier consumer-base. The the content for The Citizen’s weekly CitiGuides
campaign takes the form of a competition that was here for more.
supplement. ClickLhere
launched on 5FM and in Glamour and Men's Health
here for more.
magazines . ClickLhere The Loerie Awards
opens for entries on 17
True Love magazine has March and closes on 16 May.
pioneered an interactive Celebrating its 30th anniversary
exhibition uniting advertisers, this year, the Loerie's has grown
brands and products that represent all lifestyle stages exponentially since 1978 - when
of the modern black True Love reader. Over 30 South they were started as a
African products from fashion to food, beauty to mechanism to support and grow
babies will be displayed in an interactive environment television advertising. The
at the True Love All A Woman Needs Day on 15 March. Awards now encompass all aspects of brand
ClickLhere
here for more. here for more.
communication. ClickLhere
1
A Newsclip Media Monitoring Initiative Marketing & Advertising News

The Amarula Cream South Africa’s creatives need to explore and

creative, part of the experiment more with mixed interactive
Clear Channel Outdoor platforms in their strategies and execution of
Pinnacle Collection, has won campaigns, says Joe Public’s BTL Creative Director,
the Clear Channel Outdoor Xolisa Dyeshana, recent judge at the prestigious John
Creative of the Month award Caples International Awards in New York. Of the
for January/February 2008. The creative concept twelve entries submitted by South Africa, five made it
encapsulates the essence of Africa by integrating the to the finalists. These included three finalists for
creative message with the immediate environment. proximity#ttp, one for Oscar Tango and one for
here for more.
ClickLhere Wunderman. ClickLhere
here for more.

Clear Channel Okuhle Media has

Outdoor recently been selected as a
executed a new Outdoor finalist in two categories
Advertising creative for the for the MIPTV Content
Renault Scénic Navigator that 360 Competition,
encapsulates the essence of culminating in Cannes this April. The Okuhle team will
the energetic and feisty range be pitching its projects during the week-long event,
by holding it down with wheel which runs from 7 to 11 April, at the Palais des
clamps and ropes. The refreshing and effective Festivals in Cannes. The winners will be announced at
concept was devised by Publicis and executed on here for more.
the festival on Thursday, 9 April. ClickLhere
here for more.
behalf of Zenith Optimedia. ClickLhere
Avis Southern Africa has no problem when it
WOT'Z UP Radio - one of Red Cherry's comes to defining its brand and hooking its
Interactive brands, will now be running consumer, thanks to Wideopen Platform's massive
on the Student Radio Network stations and 520m² hoarding situated at Cape Town International
will deliver all the benefits to advertisers here for more.
Airport. ClickLhere
that incorporate the WOT'Z UP brand with
their classic commercial. Some of the Pixel Zoo has recently moved to new offices. It
benefits of incorporating the Interactive is now based at 51 Oxford Rd, Saxonwold.
brands are being able to generate a firm database,
valuable research, insight into the consumers NEW ACCOUNTS
comprehension and awareness of the brand
here
name/commercial, increased noting, etc. ClickLhere In a three-way pitch against Bester Burke
for more. and Grey Matter, the activation agency
thirtyfour scooped up the Thuoslots
Douglas Green Bellingham business, signing a three-year deal with
(DGB) has once again this rapidly growing blue-chip client. Click
taken ownership of a vast here for more.
Lhere
majority of the TLC Nightlife
washrooms for most of 2008. Primedia Outdoor's International
The contract renewal will make Division recently inked a five-year
use of TLC's indoor billboards, partnership with the National
Talking Frames and the newly Airports Corporation Limited of
launched Mirror Media for Zambia, securing the exclusive advertising rights on
popular brands, Tang Apple airport trolleys at all of its international airports
Sours and Jagermeister. This including Lusaka, Ndola, Livingstone and Mfuwe.
national contract renewal comes on the back of a here for more.
ClickLhere
highly successful media partnership between DGB
here for more.
and TLC during 2007. ClickLhere Traffic Integrated Marketing has been awarded
the Addis account, providing integrated strategy,
Redline's Financial Advertising Division received advertising, design and public relations for the South
first place in the Year End Financial Results African brand.
category, for its long-standing client, Impala Platinum.
The stakeholder communications company (within the LG Electronics, has appointed MindShare to manage
Draftfcb South Africa group), received the award at this its entire media planning and buying activities in
year’s Business Day Financial Advertising Awards. South Africa.
Redline's Financial Advertising Division has also just
been awarded two pieces of new business: an annual Following its appointment
report for AltX-listed Silverbridge Holdings; and a in 2007 to work on the
corporate finance advertisement for Labat Holdings. Moneygram account in 10
African countries, Draftfcb Africa, the Draftfcb
“Come on… enough with the long faces! We’re network of agencies, has been awarded the account
here, we’re staying, we love this place and in a further five African countries - Kenya, Liberia,
there’s still lots of good around!” That’s the word from Namibia, Nigeria and Sierra Leone. Click
L here for more.
the latest Nando’s ‘The Future is Bright’ campaign,
conceptualized by Black River F.C and due to launch PEOPLE ON THE MOVE
on 14 March. Nando’s is also running a competition in
conjunction with the campaign, giving its customers PRIMEDIA@HOME has recently appointed Hazel
here for more.
the chance to win R100 000. ClickLhere Chitondo Marketing Co-ordinator.
2
A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CORNER Media Consumption - Magazines

The SAARF AMPS 2007B were released earlier this The highest penetration of magazines is in the Western
week for the period February to November 2007. For Cape, followed by Gauteng. The Western Cape is down
this period there have been no significant 4% from the previous period. Overall penetration is up
demographics changes and some data was trended from 7% in 1997 to 40% today.
over a 10-year period for comparability purposes.
The balance of the data is trended as usual over the Interestingly, there have been no changes to the
past three periods. business titles, nor to the TV guides. There has however
been a substantial increase for custom magazines, with
This AMPS release has a sample size of 21,068, Club Foschini, Lewis and Jet all up and Edgars holding
extrapolated to a population of 31 109 000 - up 0.7% 6.7% penetration.
from the 2006 period.
The motoring category has remained relatively stable.
The AMPS are validated against other market
research to ensure comparability and accuracy. Some Media Consumption - Television
examples include Vodacom’s list of subscribers, the
number of people who subscribe to DStv (using There have been overall increases to SABC1, 2 and 3, as
Multichoice figures), and information from Statistics well as e.tv and DStv. The only station to decline was M-
Net’s main service station.
South Africa.
Household income for television viewing is at its highest
General Data - Overview
with DStv, at R17 337 and an average age of 40; while
the lowest is SABC1 at R5 626 and an average age of 36.
So to start with - average household income is
standing at R5 870, up from an average of R2 435 in
Media Consumption - Radio
1994. Break down by province remain stable, with
some changes to the LSM categories. LSM 1-4 are Radio listening is stable, with 91.1% penetration for
down 24%, LSM 5-6 are up 17%, LSM 7-8 are up 45% commercial and 17.1% for community stations. Talk
and LSM 9 and 10 are up 21%. Radio 702, Kaya FM and Gagasi have shown solid growth
over the period.
In terms of education standards, there remains a
constant decline in the number of respondents who Media Consumption - Other
indicate they have no schooling - comparable to the
increase in the number of people who completed There have been no major changes to outdoor or cinema
primary and matric. Functional literacy is up from media consumption, but internet is up, significantly so in
71% in 1997 to 88% in 2007. LSM 8 to 10.

There is an increase in the number of people who are

See you next week.
employed full time, and a decrease in those who say
DANIEL
they are unemployed.
GET TO KNOW THE TEAM
Electricity access is up by some 20% over the past ten
years. EDITOR Daniel Munslow
DEPUTY EDITOR Pat McClelland
Media Consumption - Overview EDITORIAL ASSISTANT Stefanie Jason
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
There has been an overall increase in TV, newspaper,
magazine and internet consumption, with no change
to the outdoor and cinema categories. totallyMAd is published by Newsclip.

Media Consumption - Print Daniel is a member of the Advertising Media Association

of South Africa (AMASA) and a Pendoring Awards
Magazines being measured by AMPS are up from 63 Committee member
in 1997 to 129 in 2007. Newspapers measured by
AMPS are also up - from 44 in 1997 to 50 in 2007. GET IN TOUCH
Want to make a contribution? Want to share your opinions
Interestingly, there has been no significant change to
and stories about the media industry? We want to hear
newspaper penetration across the board, although from you.
there has been a decline in magazine penetration in
LSMs 9 and 10. You can email us at [email protected] or call
us on (011) 288-6600.
The highest newspaper penetration is Gauteng,
followed by the Western Cape. WE’RE ONLINE...
Media Update -Wwww.mediaupdate.co.za
Individual highlights include: Daily Sun is up 1.4%, Publicity Update -Wwww.publicityupdate.co.za
Sowetan is up 1.1%, The Star is up 0.7%, City Press totallyMAd - Wwww.totallymad.co.za
is up 1.1 %, Mail and Guardian is up marginally, the Data is provided for information purposes only. Newsclip shall not be responsible for any
direct or indirect or other damage of any kind whatsoever suffered or incurred by you
Independent on Saturday is down, while the Sunday related to your use of, or your inability to access or use, the content of this publication.
Times, Sunday Sun and Sunday World are all up. Although we have taken all possible steps to ensure the validity of our sources, reliance on the
information contained in this update is used at your own risk.

totallyMAd IS A NEWSCLIP MEDIA MONITORING INITIATIVE

The Sowetan has a staggering 14.5 readers per copy.
3