The local newspaper footprint is evolving

In a bid to give local and national advertisers the most effective reach and a more effective solution for readers and brands, Caxton Local Media is evolving and adapting some of its local newspapers’ footprints.

The recent decision was made due to the current tough economic climate coupled with the company’s solution-driven response to these changes. By evolving the footprints of some of its local newspapers, the company is ensuring that it continues to produce top-quality, hyperlocal news for readers as well as delivering the right market at the right time and place to its advertisers.

Managing Director of Caxton Local Media and Commercial Printing, Jaco Koekemoer, explained, “Our industry, like so many others globally, has been hard hit by Covid-19 and its associated regulations and added to this, the company has incurred massive losses in advertising revenue since the beginning of the lockdown.”

It became very apparent to Caxton Local Media through recent, extensive and independent research that shopping patterns, buying behaviours and demographics of people living in some areas and communities have changed drastically in a very short time. Footprints of certain local newspapers in Gauteng metropolitan areas, Limpopo, Mpumalanga and the South Coast of KwaZulu-Natal needed to be adapted for the company to provide the best solutions for readers, customers and clients in these markets.

One example is in the North Eastern suburbs of Johannesburg where the North Eastern Tribune will no longer be published as an independent title. From 19 May, the footprint of the Tribune’s sister publication, the Rosebank Killarney Gazette, will be expanded to cover hyperlocal news in some North East Joburg suburbs and, therefore, the Gazette will also have an increased print order to accommodate these changes.

Just before the nationwide lockdown was implemented, Caxton Local Media bid farewell to its city-based publication, City Buzz, in Johannesburg’s CBD. This experimental publication to reach the student market in Braamfontein, Newtown, Maboneng and surrounds has not proven to be viable at this time.

“By streamlining our resources, we commit to deliver effective solutions for our customers by providing a better reach for local advertisers and national retailers,” concludes Koekemoer.