Johannesburg, 23 April 2019:  In August 2018, Tiso Blackstar Group established an internal content creation team to specialise in attracting readers through highly engaging content without creating meaningless clickbait articles.

This has been achieved through the careful curation and production of engaging articles published across various digital titles at the company, including TimesLIVE, BusinessLIVE and SowetanLIVE.  In March 2019, the team’s articles attracted close to one million unique browsers (UBs) and resulted in more than two million pageviews.

Riaan Wolmarans, managing editor: digital at Tiso Blackstar Group, ascribes the team’s success to its unique editorial approach that supports and amplifies the main stream of news stories published 24/7 across the group’s digital platforms.

“We’re fortunate to work in an environment where we can make use of the skills of talented journalists already employed by Tiso Blackstar Group. With this base, we can create content that holds additional appeal for readers, keeps them coming back for more, and draws more eyeballs to our websites for longer,” says Jessica Levitt, who manages the team consisting of – surprisingly – only three individuals.

The team’s output varies and no “beat” is more important than another – the content ranges across all beats, including general news, politics, sports, business and entertainment.


Reardon Sanderson, general manager: group sales & marketing for Tiso Blackstar Group, stresses the team plays an essential part in delivering value to advertisers by creating content that not only brings readers to these websites but keeps them there for longer.

“It’s what our advertisers are after, and the team is evidence of the commitment we have to delivering what our clients need,” says Sanderson.

To ensure its content hits the mark, the team has three key commandments when deciding what to publish: the audience will tell you what they want to read; capitalise on talent within the group; and keep an eye on digital tools that help us understand readers’ interests.






About Tiso Blackstar Group

Tiso Blackstar Group is a global company with its roots in Africa, operating market-leading media, broadcast and retail marketing properties. The group has strong exposure to the rapidly growing digital, broadcast and mobile markets, with a leading position in South Africa and a broad footprint across Kenya, Ghana and Nigeria.  The company is South Africa’s largest national English publishing group, the second largest digital publisher, owns the largest music and independent film catalogues on the African continent and operates unique TV channels. The Hirt & Carter group is the biggest marketing solutions company for the retail sector in Africa. We are also the proud custodians of iconic brands that include the Sunday Times, Sowetan, Financial Mail, Business Day, The Herald, Daily Dispatch, Gallo Music and Uniprint. The Tiso Blackstar Group business model is underpinned by a unique network of assets, dedication to excellence and a strong entrepreneurial focus. We are committed to providing quality content and services to our varied audiences and customers and value to our investors. Tiso Blackstar prides itself as a level 1 B-BBEE contributor.


For opportunities to interview Riaan Wolmarans or Jessica Levitt, please contact Samantha Pugh to facilitate.



Issued by:                Samantha Pugh, Pugh Public Relations & Corporate Communications

e:   c:  071 874 5460


On behalf of:            Reardon Sanderson, GM Group Sales and Marketing, Tiso Blackstar Group



Samantha Pugh

Pugh Public Relations & Corporate Communications

c:  +27 (0)71 874 5460


Cape Town, South Africa

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