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 |
 |
| R399.16 |
INTERNET ACCESS
| 61% |
| OF READERS HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS |
GENDER
| 63% | 37% |
| MALE | FEMALE |
PERSONAL INCOME
| AVERAGE PERSONAL INCOME |
| R29 767 |
READERSHIP AND CIRCULATION
READERSHIP: 179,000
CIRCULATION: 13,380
AGE GROUPS
| 8% | 34% | 35% | 23% |
| 15-24 | 25-34 | 35-49 | 50+ |
RACE
| 68% | 4% | 10% | 18% |
| BLACK | COLOURED | INDIAN | WHITE |
LANGUAGE
| 56% | 11% | 30% |
| ANY AFRICAN LANGUAGE | AFRIKAANS/ BILINGUAL | ENGLISH / OTHER EUROPEAN |
LIVING STANDARDS MEASURE
| LSM 1-4 2% |
LSM 5-6 19% |
LSM 7-8 21% |
LSM 9-10 58% |
AVERAGE HOUSEHOLD INCOME
| R21 918 |
WORK STATUS
| 68% |
| WORKING |
EDUCATION
| 18% | 31% | 51% |
| UP TO SOME HIGH | MATRIC | TERTIARY |
READERSHIP BY PROVINCE
 |
GAUTENG: 56% |
 |
KWAZULU NATAL: 10% |
 |
EASTERN CAPE: 7% |
 |
WESTERN CAPE: 7% |
 |
FREE STATE: 6% |
 |
NORTH WEST: 4% |
 |
MPUMALANGA: 10% |
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 2018, ABC Oct-Dec 2019 Narrative November 2019
