The document provides information about The Citizen, a South African newspaper. It discusses the newspaper's editorial approach of being clear, forthright, and lively to serve its diverse readership. It also outlines the different sections covered by the newspaper, including news, sports, business, lifestyle and entertainment. Some key statistics about the newspaper's online audience are presented, such as demographics (majority are black males aged 25-34), technology usage, banking and retail preferences. The document aims to inform advertisers about The Citizen's audience and digital advertising opportunities.

1. WELCOME TO THE
CITIZEN.CO.ZA

3. 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

4. EDITORIAL PILLARS
NEWS | SPORT | PHAKAAATHI | BUSINESS
LIFESTYLE | ENTERTAINMENT | MOTORING
HORSE RACING | GAMING | AUCTIONS

5. 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.

6. 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.

7. 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

8. 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

9. 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

10. 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

11. SITE DNA
Sources: Google Analytics
www.citizen.co.za

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. WHO ARE THE VISITORS?

20. 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

21. 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

22. 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

23. 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 550R 3,000 – R 8,999
91 934R 20,000 – R 39,999
34 651R 16,000 – R 19,999
82 084R 9,000 – R 15,999
Sources: Effective Measure April 2015

24. 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

25. 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

26. 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

27. • 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

28. The Citizen and Phakaaathi Rates
Banners Leaderboard
Extended Leaderboard
Half Page
Medium rectangle
728x90
970x90
300x600
300x250
R227 cpm
R227cpm
R284 cpm
R255 cpm
Roadblocks
Homepage Takeover
Site Skins Only
All the banners
All the banners + Skins Per Day
Per Day
R600 cpm
R20 000
R7 500
Standard Rich Media Leaderboard
Extended leaderboard
Half page
Medium rectangle
728x90 -> 728x180
970x90 -> 970x180
300x600 -> 600x600
300x250 -> 600x250
R350 cpm
R350 cpm
R350 cpm
R350 cpm
DIGITAL RATE CARD

29. Complex Rich Media & Overlays Duration:
Max seven seconds
Frequency:
Four with close button
R500cpm
Text Links 300x100x300x150 Per month R5 000
Sponsored content box Live across
all sections
With 50 000 PIs (ROS)
With 30 000 Pis (ROS)
With 20 000 Pis (ROS)
With 10 000 Pis (ROS)
Any Banner size R25 000
R20 000
R15 000
R10 000
Mobi Sites 300x50
320x50
R150 cpm
Digitorials 20 000 IM
30 000 IM
R25 000
R30 000
Digital Insert Advertising With leaderboard
banner
PDF (210X275mm) R350 cpm
per 1000
Digital
inserts
minimum
two pages
DIGITAL RATE CARD

30. THANK YOU