by Gill Moodie (@GrubstreetSA) The ABC circulation figures tell us that South African newspaper sales with the exception of the vernacular press are in a sustained decline but the Amps readership numbers – the full-year 2012 Amps were released last week – say that most newspaper titles have maintained their readership.
What gives here?
As we puzzle over the numbers, we know that newspapers have been hammered in developed markets – particularly in the US – and as online and cellphone usage spreads and deepens in SA, we all wonder if the downward move of print circulation will accelerate to match the trends overseas.
On the other hand, there is also the view that because we are an emerging market, print still has legs in this country – particularly in the vernacular press led by the fantastic success story of the isiZulu-language Isolezwe.
What actually is the state of the health of our newspapers?
I suspect that the truth lies somewhere in between the ABC and Amps pictures but, first, let’s look at the main trends in the recently released 2012 Amps figures from the South African Audience Research Foundation.