A quantitative survey among Zulu newspaper readers in KwaZulu-Natal has shown that there is a great thirst for a Saturday Zulu newspaper, particularly Isolezwe.
Prior to the launch of 
, Independent Newspapers KZN commissioned a study to get a better understanding of the market demand for a Saturday edition of the popular Zulu daily.
“During focus group research, we heard about readers’ interest in reading Isolezwe on Saturday. This survey has thrown up the hard numbers behind that desire and quantified a real thirst for this title on Saturdays,” says Isolezwe Weekend Editor, Slindile Khanyile.
“In terms of content, this survey confirmed what we had heard. Readers want a colourful, vibrant title on Saturdays – something that’s different from the Monday to Friday and Sunday editions.
“We’ve been fortunate to be able to put together an editorial team to deliver just that. With a mix of youth and experience in our weekend newsroom, we’ve got an energetic team highly capable of delivering a quality read,” says Khanyile.
For Isolezwe Editor, Mazwi Xaba, adding to the newsroom has been a critical aspect of the new title. “From this weekend, Isolezwe will be publishing on every day of the week. Keeping every edition fresh and appealing is demanding but it’s tremendously exciting to be part of a growing brand,” says Xaba.
“Being able to bring new talent into the newsroom and seeing the more experienced journalists moving up is very gratifying. The title’s success has created a highly motivated environment which generates even more success and growth.
“When the Sunday title launched in March 2008, we were concerned about our Monday sale taking a knock with buyers substituting titles,” says Xaba. “But both titles have grown consistently and we are expecting similar trends with the Saturday edition.”
“Next year will be Isolezwe’s tenth year in the market and I feel just as excited now as I did back in 2002,” concludes Xaba.
Isolezwe ngoMgqibelo launches on Saturday August 27 as a 36-page tabloid with a 80,000 print order. Ziyawa ngoMgqibelo – it’s happening on Saturdays”?
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