Hats off to Media24’s tabloids

Blogging the African Leadership Conference in Kenya, Nairobi

Ingo Capraro, Editor of the relatively new tabloid, Die Son in South Africa gave us a talk on the successes of the paper. Die Son is part of the powerful Media24/Naspers group – the biggest media player in Africa.

Die Son editor gave us a presentation on the newspaper’s successes. It is a tabloid unashamedly covering sex, scandal and has its own page three girl. There was a fair amount of criticism about what the paper was doing. Not sure what the fuss is about. Clearly the newspaper is serving a market and doing it successfully. Like the Daily Sun, Die Son is raking huge circulation figures upwards of 70 000 readers daily. Readers want to read the Son and it clearly serves its readers. Its readers want to be entertained; they don’t want to read about politics. Who the hell are we to decide what we should or should not be giving our readers. Die Son by the way does champion issues that serve its community, such as campaigning against drug use in the Cape. Die Son is successful so its readers clearly want its content. That’s good enough for me and I say well done to them. Brilliant.

Comment (1)

  1. Arinaitwe Rugyendo wrote::

    Just like Red Pepper in Uganda, Die Son is a revolution in the manner in which we have chosen to platform media for the past decades. Someone argued during the conference that it was not good journalism to publish ‘rats’ because the readers want them. Die Son’s experience is that in many ways we have failed to acknowledge that a media that responds to the dictates of the readership is one that will survive. Why? Because publishing what the readers want is a tacit approval of the fact that in many ways their needs are refelection of what a particular community takes as their way of life. The role of a newspaper is to reflect this. It’s like taking the newspaper to the people and reflecting their way of life through it. Am happy that tabloids are the fore front. The serious media must get worried the moment the tabloids start interogating serious content..

    Wednesday, April 12, 2006 at 4:30 am #