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TRANSCRIPT
WELCOME TO THE CITIZEN.CO.ZA
Editorially we strive to serve our readership which covers a broad range, racially and politically.
Our aim is to be clear, forthright and lively, with up-to-date news and opinion, including much input from The Citizen
readers.
Items are generally short and crisp, allowing busy people to keep up to speed, while also providing longer features for
those who have more time.
- Steven Motale, editor
EDITORIAL POSITIONING
EDITORIAL PILLARS
NEWS | SPORT | PHAKAAATHI | BUSINESS LIFESTYLE | ENTERTAINMENT | MOTORING
HORSE RACING | GAMING | AUCTIONS
ABOUT THE CITIZEN
The Citizen in print is a compact tabloid daily newspaper focused on bringing strong, easy to read news and information
to our readers in a way that suits their busy lifestyles. Appearing on weekdays and on Saturdays, The Citizen covers a large variety of reader interest subjects such as news, sport,
business, politics, entertainment and leisure, motoring, health, analysis, auctions and horse racing just to name a few.
This philosophy is also the cornerstone of our electronic platforms where we provide easy to digest, up to date news
and information to our online community.
SITE SECTIONS
News: National news that are happening around the country and also in Gauteng.
Opinion: This section allows readers to write in their own opinion about certain topics.
SPORTS: Local/international sport, columnists, results, sport on TV, sports betting, Phakaaathi, soccer/cricket/rugby/tennis/golf/boxing/athletics and more.
HORSE: Racing Tips and news, Forms for all SA and selected international races.
SITE SECTIONS
YOUR LIFE: Fashion/Beauty, Style/Grooming, Food, Health, Technology, Sex & relationships, Celebs, Arts/Entertainment.
MOTORING: Car launches, road tests, motor sport, road safety, new car prices, special features.
SITE SECTIONS
PHAKAAATHI: Local soccer news, international soccer news, fan zone, psl, bafana bafana.
MULTIMEDIA: Videos, video-streaming, celebrity videos , videos about the happenings in the world.
SITE SECTIONS
SITE DNA
Sources: Effective Measure April 2015
www.citizen.co.za
757 278 VISITS
1 707 450 PAGEVIEWS
586,314 Unique Browsers
26,646 Daily Unique
Browsers
COMPETITOR LANDSCAPE
UB’s
%
News 14,503,927 100%
1 news24.com 3,213,704 22.15%
2 timeslive.co.za 2,478,367 17.08%
3 ewn.co.za 1,652,318 11.39%
4 netwerk24.com 1,443,565 9.95%
5 BBC Sites 1,217,127 8.39%
6 iol.co.za 1,060,506 7.31%
7 mg.co.za - News 1,028,748 7.09%
8 sowetanlive.co.za 876,845 6.04%
9 enca.com 829,308 5.71%
10 citypress.co.za 770,384 5.31%
11 dailysun.co.za 709,814 4.89%
12 heraldlive.co.za 709,364 4.89%
13 bdlive.co.za 601,916 4.15%
14 citizen.co.za 586,314 4.04%
15 maroelamedia.co.za 517,056 3.56%
16 msn.com - News 495,263 3.41%
17 thesouthafrican.com 416,344 2.87%
18 sundayworld.co.za 337,799 2.32%
19 son.co.za 324,361 2.23%
20 dailymaverick.co.za 318,187 2.19%
Sources: Effective Measure April 2015
INSIGHTS
Use the Internet for % of UB's UB's E-Mail 87.15% 510,973
Reading news / magazine articles on-line 65.67% 385,032
Banking 63.75% 373,775
Research / Obtaining information 63.14% 370,199
Social Networking 52.71% 309,046
Job Search 36.85% 216,057
Shopping 33.55% 196,708
Directory Services 24.78% 145,289
Music downloads 24.00% 140,715
Instant Messaging 22.09% 129,517
Chat 21.81% 127,875
Watch TV and Videos online 15.94% 93,458
Listen to the radio online 14.61% 85,660
Podcast / Video downloads 11.44% 67,074
Blogging 10.81% 63,381
Share Trading 5.74% 33,654
Dating 4.01% 23,511
Gambling 1.55% 9,088
None of the above 1.06% 6,215
• Of the total audience that visits the citizen.co.za, 63% use the internet for banking. N = 373,775
Sources: Effective Measure – Dec 2014, Google Analytics
INSIGHTS - FINANCE
• Of the total Citizen online audience, 68% have a savings account bank with FNB, . N = 328,200
1%
2%
3%
4%
4%
5%
5%
8%
8%
25%
27%
42%
68%
96%
0% 20% 40% 60% 80% 100% 120%
Mzansi
Student Loan
Overdraft
Pers Loan
None
Petrol Garage Card
Vehicle Finance
Investments
Home Loan/Mortgage bond
Credit Card
Debit Card
Cheque
Savings
Main Bank
Citizen online audience
0%
0%
1%
1%
2%
2%
2%
4%
8%
16%
22%
28%
37%
0% 10% 20% 30% 40%
African Bank
Ubank/Teba Bank
Discovery
Investec Bank
Post Bank/Pos Bank
Other Banks
Other Financial Institutions
Wesbank
Capitec Bank
Nedbank
Standard Bank
ABSA
First National Bank (FNB)
Citizen Online Audience
Sources: Effective Measure April 2015
INSIGHTS - TELECOMMUNICATIONS
• The bulk of the Citizen online audience are subscribed to Vodacom as their Network Provider.
1%
7%
31%
0%
59%
0%
The Citizen Online Audience
Telkom
Cell C
MTN
Virgin Mobile
Vodacom
other
Source: AMPS Jul 13/Jun 14
INSIGHTS - RETAIL
• 58% The Citizen online audience shop at Pick ‘n Pay , 39% shop at Spar and 37% shop from Shoprite.
58
39 37 31
22 19 19 16 15 15
11 8 7 6 4 4 2 2 2 2 1
0
10
20
30
40
50
60
70 The Citizen Online Audience
%
Source: AMPS Jul 13/Jun 14
INSIGHTS - VEHICLE
• 62% of The Citizen online audience personally own and maintain a vehicle with 47% owning a sedan.
0% 20% 40% 60% 80%
Own Station Wagon
Own Mini-Bus
Own Sedan
Own Use Maintain Personal Motor Vehicle
1%
1%
47%
62%
The Citizen Online Audience
Source: AMPS Jul 13/Jun 14
INSIGHTS - VEHICLE
• 13% of the total Citizen online audience own maintain a Toyota vehicle.
0.3 0.5 0.6 0.6
1.0 1.0
1.8 2.1
2.9 3.0
3.2 3.3
4.9 5.1
5.6 12.3
12.9
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0
Mini Audi
Honda Mitsubishi Chevrolet
Renault Kia
Mazda Mercedes - Benz
Ford BMW
Nissan Isuzu
Hyundai Opel
Volkswagen Toyota
The Citizen Online Audience
%
Source: AMPS Jul 13/Jun 14
WHO ARE THE VISITORS?
322 297 Males
264 071 Female
29% 25 – 34-YEAR-
OLDS 55% Male
45% Female
13% 15 – 24-YEAR-
OLDS
VISITORS BY GENDER
Sources: Effective Measure April 2015
32 658 15 – 24-year-olds
242 148 25 – 34-year-olds
192 487 35 – 49-year-olds
119 022 50-year-olds and older
41% 25 – 34-YEAR-
OLDS 20% 50-YEAR-OLDS AND
OLDER
33% 35 – 49 –YEAR-OLDS
5% 15 – 24-YEAR-
OLDS
VISITORS BY AGE
Sources: Effective Measure April 2015
18 703 Indian
28 847 Coloured
145 054 White
365 860 Black
3% Indian
25% White
62% Black
5% Coloured
VISITORS BY ETHNICITY
Sources: Effective Measure April 2015
6% R16,000 – R19,999
55% LSM 8-10
5% R70,000+
VISITORS BY INCOME
14% R9,000 – R15,999
13% R0 – R2,999
8% R40,000 – R69,999
14% R3,000 – R8,999
16% R20,000 – R39,999
27 909 R 70,000+
73 873 R 0 – R 2,999
47 902 R 40,000 – R 69,999
83 550 R 3,000 – R 8,999
91 934 R 20,000 – R 39,999
34 651 R 16,000 – R 19,999
82 084 R 9,000 – R 15,999
Sources: Effective Measure April 2015
Source: TGI
• Proud and patriotic
• Perfectionistic and extremely confident
• Career driven
• Financial security extremely important
• Highest consumer confidence – in both current and future financial situation
PERSONALITY AND CHARACTER TRAITS
Source: TGI
• People centred
• Family and home is very important
• Spend free time at home; and with family and friends
• Home is a place for self-expression and relaxation:
“I really enjoy cooking”
“I like to try new recipes”
LIFESTYLE INTERESTS
Source: TGI
• Loyal to the sports teams they support
• Actively looking for info, analysis and discussion about the sports they are interested in – Orlando Pirates (25%), Blue Bulls (38%) and Kaizer Chiefs
• Belong to a soccer/football club (23%)
• Interested in international events
LIFESTYLE INTERESTS
• Shopping goes beyond the basics, they have the means to spend money
• Somewhat frugal with their money, but would splurge on a designer label – “A designer label improves a person’s image”; “I shop around for the best prices”
• When looking for shopping bargains they always look in their local paper
Brand names in their trolleys:
Source: TGI
WHAT’S IN THEIR SHOPPING TROLLEYS
The Citizen and Phakaaathi Rates
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