Inclusive focus attracts more readers

Staff Writer

The Cape Times has become Cape Town’s voice for all.

The latest results released by the Audit Bureau of Circulations of South Africa (ABC ) show that the total circulation of the Cape Times has grown by 3 percent in the last quarter – from 31 197 to 32 029 – and the core circulation (single copy sales and subscriptions) by 4.8 percent – more than 1 400 copies.

Under its new editor, Aneez Salie, and his team the editorial focus of the Cape Times, now in its 139th year, has become more inclusive and representative of many readers formerly excluded from the publication. And the growth in circulation shows that these readers are now being reached.

While sister newspaper the Cape Argus showed a 1 percent growth in total circulation, the Cape Times reflected the biggest growth compared to all the other daily newspapers in South Africa.

“This sterling performance is confirmation that the editorial repositioning of the newspaper is on track. We are proud that the Cape Times is reflecting the very core of Independent Media – to provide a platform for a diversity of viewpoints in order to grow and support our democracy,” said Independent Media executive chairman Dr Iqbal Survé.

The Cape Times’ ethos is to build a bridge within and between Cape Town’s diverse communities.

Salie said: “We want to retain and nurture existing readers and subscribers while at the same time reach out to new readers and subscribers. We have a non-racial focus and want to be a voice for all.

“The recent ABC results show that we’re on the right track. I would like to thank our loyal readers, subscribers and advertisers for their support.”

The Cape Times has been lauded for being the paper of record in South Africa’s parliamentary capital and has received international accolades by regularly being featured in Washington’s Newseum, which is dedicated to free expression.

The Cape Times has positioned itself as an inclusive, quality, non-racial newspaper that is representative of all Cape Town communities. It is an agenda-setting, authoritative newspaper that believes a diversity of viewpoints is essential to promoting a flourishing, dynamic democracy.

The diversity is also reflected by the new corps of columnists who have joined the publication over the past 18 months and the team of journalists, many of whom have raked in several industry awards in recent times.

Independent Media’s INsights research results have helped significantly in guiding the editorial focus of the Cape Times.

The publication is now focused on drawing readers in the middle and upper LSMs in all communities, black and white. The INsights research results have also impacted on the other publications in the stable.