Times Media has announced a strategy to limit distribution of some of its newspaper titles in order to remove the costs associated with uneconomical circulation, and strengthen the core of high-yield readers for advertisers.
The Times, currently South Africa’s best-selling English daily newspapers, is one of the titles to have its circulation reined in. The plan is to reduce The Times’ print run from approximately 140,000 copies to a more sustainable level. The product will primarily be linked to subscriptions, with the balance being sold in select retail areas nationally.
Trevor Ormerod, General Manager, Group Sales & Marketing for Times Media says that, “we know that advertisers want circulation (quantity) plus traction (quality). We understand where traction is greatest, and it therefore makes sense to reduce unprofitable distribution channels.”