Debunking marketer’s misconceptions about race profiles of media consumption in South Africa |#ebizradio | #marketing | #Ross Sergeant

ebizMarketing1.jpg

It’s quite common that many of us (myself included) have certain perceptions of ‘white’ magazines and ‘black’ radio stations. It’s quite natural for us to have certain misconceptions about race profiles of media as, when many marketers started out in the game, the world was a very different place to today.

It also doesn’t help that many magazines, which are read by a full spectrum of society, still feature mostly white faces on the cover each month.

Ross Sergeant | Director of Strategy | Limelight Boutique Media Agency

Ross Sergeant | Director of Strategy | Limelight Boutique Media Agency

These stats show a big difference between the perception of most marketers and the reality. There is still much work to go, but it’s in the right direction. This data really does go to show that the filter of ‘race’ in media is close to becoming irrelevant.

Some key stats:
MAGAZINES:
You: 55% Black, 20% White
Men’s Health: 64% Black, 17% White
Car Magazine: 50% Black, 25% White
Cosmo: 57% Black, 19% White 5FM: 57% Black, 27% White

RADIO:
CapeTalk: 50% Black, 26% Coloured, 21% White
Jacaranda: 44% Black, 50% White
Highveld 94.7: 40% Black, 42% White

CINEMA & TV
Cinema: 57% Black, 20% White
DSTV Premium: 35% Black, 43% White
DSTV Compact: 85% Black, 5% White
SABC3 (Includes Espresso): 79% Black, 8% White

NEWSPAPERS
The Argus/Cape Times: 40% Black, 37% Coloured ,20% White
Sunday Times: 74% Black, 12% White
Business Day: 61% Black, 27% White

All stats are from completely independent sources – AMPS 2015, Roots 2013, and TGI (they all tell the same story).

http://limelightconsulting.co.za/

marketers guide to race in sa

 

About eBizRadio

eBizRadio is a live multi- platformed social media service providing an online forum to the business community for holding conversations on the key issues related to specific businesses as well as availing a space for cross-business collaboration in response to key issues affecting the world of business. The place to go if you want to know about business and lifestyle
Don't be shellfish...Share on Reddit
Reddit
0Tweet about this on Twitter
Twitter
Share on Facebook
Facebook
0Email this to someone
email
Share on LinkedIn
Linkedin
eBizRadio

eBizRadio

eBizRadio is a live multi- platformed social media service providing an online forum to the business community for holding conversations on the key issues related to specific businesses as well as availing a space for cross-business collaboration in response to key issues affecting the world of business. The place to go if you want to know about business and lifestyle

scroll to top

Login

Please enter the correct answer: *


Register | Lost your password?