31 The top trust mandates from users When Edelman Trust Index researchers looked closer at what users expected from trusted news sources, these elements were at the top of the list: THERE ARE 2 SIDES TO EVERY STORY We tell the stories that mainstream media often skirt. Our publication attracts an educated, auent & refined national audience who expect fact over opinion. OVERVIEW MAINBODY: Definitive source of news & investigative news. EDUCATION: Informs educators & government on the sector. FRIDAY: The go-to for lifestyle, travel, arts & culture. READERSHIP: Our print readership of 427 000/week and 1.1million unique browsers/month drive the economy, actively transform society and always influence debate. They are high income earning, upper LSM/SEM individuals who work full time, or are self-employed. They enjoy new technologies, such as online and social media. For more: mg.co.za/page/advertising-1/ FACT OPINION Newspapers global are to arrive there through social media. However, dark social traffic (newsletters, etc.) also contributes to this statistic, which further muddies the waters. • Despite print’s struggles and decline in much of the world, recent research shows that users’ time spent with print content vs. digital is a different story. • Publishers’ primary revenue streams are facing increasing pressure, while digital reader revenue continues to grow, and overall industry revenue (primary revenue streams) has shrunk by 1.8% (YoY 2016-2017), in large part due to the continued decline in print revenues, which still make up about 90% of publishers’ revenues. Publishers continue to turn their focus to a more user- and consumer-centric business model, as evidenced by audience revenues of $87 billion compared to $63 billion from advertising. • While print advertising continues to tumble (by double-digit percentages in many western countries) and digital advertising growth remains slow, those revenues still make up nearly 42% of publishers overall revenue. Interestingly, despite the turmoil in digital advertising, total global advertising spend continues to grow and, to compete with tech giants as well as pool resources and brand prestige, publishers are increasingly forming advertising alliances across the world. 1. Be the guardian of quality information by: Ensuring everyone has equal opportunities Preventing discrimination Protecting ordinary people from abuses of power Investigating corruption and wrongdoing Supporting political leaders Guarding the values that make this country great 2. Protect ordinary people from abuses of power by: Ensuring the poorest have the basic minimum Providing good job opportunities Preventing bad health choices Providing for future generations Building infrastructure Providing social services Keeping people safe from physical harm Protecting privacy and personal information 3. Supply information for good life decisions by: Shaping or influencing public opinion Educating people on important issues Providing checks and balances on other institutions 4. Entertain and amuse Don’t forget the fun stuff!
Yearbook Jan 2019
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