Bedfordview and Edenvale News – the dominanant player when it comes to readership

Bedfordview and Edenvale NEWS is the newspaper of choice for both reader and advertiser.

Caxton recently released its ROOTS 2016 figures with Bedfordview and Edenvale NEWS again coming out tops on readership figures in our distribution footprint. These survey results show we remain the leader in providing local content and the ideal platform for advertisers to reach their market.

ROOTS (Readership Opinion Opportunities Trends Shopping) is South Africa’s largest urban, community level independent survey.

The survey allows us to better understand our readers and to adjust with ever changing times.

ROOTS also provide marketers with vital demographic information for their customer base.

Readership increased

BE News readership in the free local newspaper media space is the most preferred newspaper.

Comparing Bedfordview and Edenvale NEWS to all printed media consumed by people in our distribution footprint such as free local newspapers, sold daily newspapers, sold weekly newspapers and weekly magazines, Bedfordview and Edenvale NEWS has 76 percent readership.

This increased from 71 percent in 2013, a remarkable achievement in an industry where digital is overtaking print.

Our readers’ shopping behaviour has also shifted slightly in comparison to 2013 ROOTS:

•  People preferring to shop weekly has doubled from five percent to 10 percent.
•  Bulk shopping (one bulk shopping + fill-ups) has decreased from 61 percent to 54 percent.

Overall 88 percent shoppers plan their big shopping and they use Bedfordview and Edenvale NEWS to find the best deals in the community. As per our readership percentage of 76 percent, our distribution footprint shows an employment rate of 76 percent with an unemployment rate of three percent and 13 percent retirees.

Other interesting results:

•  69 percent of Bedfordview and Edenvale NEWS distribution footprints speak English, 20 percent Afrikaans and 11 percent speak Zulu.
•  70 percent shop at Greenstone Shopping Centre.
•  92 percent have one car or more per household.
•  90 percent bought take-aways in the past month.

Technology

Technology survey results have increased tremendously with only a decrease in the use of desktop computers at home. It is clear that the uptake of tablets and smartphones affected a drop in the use of desktop computers at home.

The 2013 results show that 38 percent of our readers accessed the internet weekly or more often.

The 2016 survey results show that 80 percent of people access the internet weekly or more often. This is a 42 percent increase from three years ago.

Cellular phone users have always been high in both results but what is interesting is that there is a huge uptake in smartphone usage.

98 percent of our the decision makers in our distribution area (readers who are purchase decision makers) have smart phones.Our newspaper is growing strong and so is our digital presence.

Bedfordview Edenvale NEWS encourages businesses and our readers to enquire about this research in order to learn more about our readership, opinion, opportunities and trends in their community. This information is freely available to all and can be sent to you via email.

To access this information, please contact Christopher Mcinga, christopherm@caxton.co.za. If you are a business and you would like to see how these stats can benefit your business, feel free to contact BE NEWS’ dynamic advertising consultants, Sanet Bester or Val Wepener on 011 609 4966.