Sowetan Readership
Overview
Not just a fearless advocate of political truth and national development, but also a proud promoter of personal liberation, a champion of lifestyle development, a doyen of enhanced entertainment options and an inspired innovator of information exchange. The Sowetan is engaging with a proudly South African readership that has come to a place where they have truly earned the right to be – ‘in the know and on the move.’ Sowetan has been remodeled to transport our readers around the brave new world that is contemporary South Africa. Some restyling includes an increased news count from 36 to 70 articles – much more international coverage and some cool insights from hot new columnists, a short sharp injection of what’s hot and who’s not, page three infotainment, wine club reviews, and Time-out entertainment section on Fridays, with the gig guide to tell you what to do on the weekend, broader and more pages of sports coverage including not only local and international soccer, but golf, rugby, formula one racing. Sowetan Job Market, published every Tuesday, guides our readers to the top of their careers.
COST PER THOUSAND
| COST PER THOUSAND |
 |
| R429.00 |
INTERNET ACCESS
| 50% |
| OF READERS HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS |
GENDER
| 62% | 38% |
| MALE | FEMALE |
PERSONAL INCOME
| AVERAGE PERSONAL INCOME |
| R22 173 |
READERSHIP AND CIRCULATION
AIR READERSHIP: 320,000
CIRCULATION: 27,108
AGE GROUPS
| 10% | 28% | 38% | 24% |
| 15-24 | 25-34 | 35-49 | 50+ |
RACE
| 95% | 3% | 2% | 0.3% |
| BLACK | COLOURED | INDIAN | WHITE |
LANGUAGE
| 94% | 1% | 4% |
| ANY AFRICAN LANGUAGE | AFRIKAANS/ BILINGUAL | ENGLISH / OTHER EUROPEAN |
SOCIO-ECONOMIC MEASURE
| SEM 1-4 26% |
SEM 5-6 18% |
SEM 7-8 43% |
SEM 9-10 14% |
AVERAGE HOUSEHOLD INCOME
| R29 327 |
WORK STATUS
| 57% |
| WORKING |
EDUCATION
| 28% | 48% | 24% |
| UP TO SOME HIGH | MATRIC | TERTIARY |
READERSHIP BY PROVINCE
 |
GAUTENG: 78% |
 |
NORTH WEST: 3% |
| MPUMALANGA: 5% | |
 |
LIMPOPO: 9% |
 |
|
 |
JOHANNESBURG: 44% |
 |
EKURHULENI: 14% |
 |
TSHWANE: 12% |
PSYCHOGRAPHICS:
Sowetan readers like to be well-informed and have a thirst for knowledge which empowers them to achieve more at work and also be in the know. They are ambitious, aspiring, fashionable, trendy and brand conscious consumers. They are street-wise readers, who value their roots and heritage.
Sources: PAMS FUSION 2021 ABC Apr – Jun 2022, Narratiive Apr 2022
