Old Times, New Times:
A behind the scenes look at The Times
newspaper and The Times Online

The Times Newspaper
Launched 5 June, 2007 in A3 tabloid size
Goes out free to Sunday Times subs on-sale
to public for R3.50 (Mon-Fri)
South Africaʼs first “interactive newspaper”
Newsroom open-plan, collaborative
Strong cross-promotion & sourcing of
content from print & digital products

Newspaper Distribution
Circulation: 139 137 (ABC)
Readership: 376 000 (AMPS)
Gauteng
93 292
Gauteng Kwazulu Natal Western Cape Eastern Cape
KwaZulu
Natal
16 087
Eastern Cape
6 376
Western Cape
14 907
0 25,000 50,000 75,000 100,000
ABC geographic data based on July-September 2008

Newspaper Demographics
Income Bracket:
LSM 7 - 10
Ave. household income - R15,901
Ave. personal income - R9,917
Age:
80% of readers are between 16 and 49 years
Gender:
60% male
40% female
Race:
52% Black
30% White
13% Indian
5% Coloured
Location:
59% live in Gauteng
Employment:
69% Employed
12% Student
11% Unemployed
7% Retired
6% Housewife

The Times Online
Launched same time as
newspaper on 5 June, 2007
Home of The Times & the
Sunday Times newspapers
Niche content areas & portals
Over 58 000 registered users
Combination of strong brands &
an active user-community have
made it a top SA destination

Times Multimedia

Times Blogs

The Times Twitter

Mobile Channel
Cutting-edge new mobile site featuring:
news, videos, market indicators, weather,
jobs & more.
Features:
• Convergence to Mobile channel
• Rich user experience
• Not limited to content
Revenue Streams:
• Contextual text & image ads
• Section sponsorship
• Premium content

Product Innovation
Work on innovative, digital products &
services
Small, project-based team:
• Conceptualise
• Analyse potential business models
• Build and implement solutions
Strategy is aligned to local & global
digital trends

Nudjit.com
Features:
• UGC & in-house editorial
• Content rating
• Community Forums
• Price comparisons
Revenue Streams:
• Google Adsense
• Banner advertising
• Category sponsorship
• Price comparisons
• Virtual Press Office

Online Traffic Growth
Site traffic since launch in Unique Browsers (UB)
2007 - 2008
2007 2008 Source: Nielsen//Netratings (audited)

Online Revenue
Online Revenue Growth (The Times Online)
2006 - 2008
2006 2007 2008

Online Revenue Streams
Digital Revenue Streams by Total Contribution
1. Banner Display 65%
2. Google Adsense 15%
3. Sponsorship (Top Brands, blogs, links etc.) 10%
4. Richmedia/Multimedia (video ads, peelers) 5%
5. Mobile Display 3%
6. Other 2%

Online Strategies
Whatʼs worked for us:
Partnerships
•
Outsource
•
White-Label
•
Build Communities
•
Harness Social Media
•
Cross-Promote
•
Innovate
•

The Times 2.0
Features:
• Enterprise Content Management System
(CMS)
• New design & logo
• Online newsroom restructure
• Context to content via a sophisticated topic
engine
• Complete Information Architecture (IA)
overhaul
• Better blog & multimedia integration
• Extensive aggregation & outbound linking

The Times 2.0
Objectives:
• Double monthly unique visitors
• Double advertising revenue
• Increase time spent on site

Thank-You
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