Financial Mail Readership
Overview
The Financial Mail reaches SA’s most important decision maker with essential weekly news and analysis. The FM’s journalists are leaders in their fields and provide insights that are critical to effective decision making. The Financial Mail is the definitive source of news, analysis and debate for strategically minded people in the SA business world. It offers the most comprehensive weekly coverage of investment, business, political and social trends.
COST PER THOUSAND
| COST PER THOUSAND |
 |
| R757.81 |
INTERNET ACCESS
| 61% |
| OF READERS HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS |
GENDER
| 63% | 37% |
| MALE | FEMALE |
PERSONAL INCOME
| AVERAGE PERSONAL INCOME |
| R30 404 |
READERSHIP AND CIRCULATION
CORE READERSHIP: 51,000
CIRCULATION: 13,009
AGE GROUPS
| 17% | 25% | 28% | 30% |
| 15-24 | 25-34 | 35-49 | 50+ |
RACE
| 60% | 12% | 4% | 24% |
| BLACK | COLOURED | INDIAN | WHITE |
LANGUAGE
| 56% | 11% | 30% |
| ANY AFRICAN LANGUAGE | AFRIKAANS/ BILINGUAL | ENGLISH / OTHER EUROPEAN |
SOCIO-ECONOMIC MEASURE
| SEM 1-4 18% |
SEM 5-6 22% |
SEM 7-8 26% |
SEM 9-10 34% |
AVERAGE HOUSEHOLD INCOME
| R37 500 |
WORK STATUS
| 60% |
| WORKING |
EDUCATION
| 17% | 49% | 34% |
| UP TO SOME HIGH | MATRIC | TERTIARY |
READERSHIP BY PROVINCE
 |
GAUTENG: 75% |
 |
WESTERN CAPE: 15% |
 |
MPUMALANGA: 1% |
 |
JOHANNESBURG: 27% |
 |
TSHWANE: 15% |
 |
CAPE TOWN: 12% |
PSYCHOGRAPHICS:
The Financial Mail is read by SA’s decision makers in the private as well as the public sectors. These are top earners who are educated and discerning readers and consumers. They are in powerful positions and able to influence agendas and events. They are the sort of consumers that most advertisers would love to reach.
Sources: PAMS FUSION ABC Jan-Mar 2021, Narratiive Apr 2021 Brandmapp 2020
