About magazine readership in Swaziland

Introduction

In order to produce Swazi-MAMS - Magazines data, diary keepers/respondents were asked to list all magazines they had read within the past three months (from the time of filling in the diary). This means that the report considered readership of magazine issues published from November 2004 to May 2005. The Cume ratings are based on three months (not one).

In this section of the report, magazine readership is explored together with their different audiences. Like in any section of the report, the aim is to show magazine readership trends in Swaziland and give decision makers an idea of how best to use magazines to reach their audiences within the kingdom i.e. can they be used to awareness or for continuity.

There is high competition amongst magazine publishers in Swaziland. There are over 50 magazines reported to have been read between November 2004 to April 2005.

Magazine readership trends in Swaziland

*Drum

*You

True Love

Men's health

Kick off

Cosmopolitan

Nation

Club Mags

People

Bona

Youth connexion

There are 80% - 645 600 people who have read at least one magazine issue within a space of 12 weeks (3 months) in Swaziland. On average 10 magazine issues have been read by one person between November 2004 and April 2005.South African magazines are undoubtedly dominating this media with 75% share and leaving the rest to Swazi magazines.

Whilst all magazines Cume readership ratings are reported on 3 issues, You and Drum’s Cume readership ratings are based on 12 issues because they are weeklies. People within Hhohho are most likely to be the highest readers of magazines than any other region.

Younger age groups are the highest readers of magazines in Swaziland. The highest are within ages 15 – 24 years. It is most likely to have higher readership to as far as age 44 years. The least readers are likely to be those from 64+ years.

Cume readership rating is significantly equal amongst girls & boys10 – 14 years, although the girls tend to have a slightly higher readership than their male counterparts. There is a shift of readership amongst ages 35+ where more men report reading more than women. Men within 35 – 44 years have the highest Cume readership rating amongst their male counterparts and women 15 – 24 years are the highest amongst women.

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Magazine buyers in Swaziland

40.9%of the people who read a magazine actually buy it, 26.2% get them from friends, and 10.3% read them from libraries, 23.3% from home & 7.5% from other places.

Generally men and women are equal buyers of magazines in Swaziland. However a difference is observed when comparing by demo (age) groups. People within 35 – 44 years buy the most. The least buyers are girls & boys within ages 10 –14 years followed by those within ages 15 – 24 years. Women 25 – 44 years are the highest & equal buyers amongst all women.

The largest readers of magazines are non-buyers

People with ages 15 – 24 years are the highest readers whilst they are the most likely borrow from other people. They are followed by people within ages 25 – 34 years (28.9%) mostly women within this age group. An equal number of men and women get it from home, these are those within 10 – 14 years (49.5%) followed by 15 – 24 years mostly women readers.

Older age groups 55+ also are the highest non-buyers and tend to get the magazines from home, they are not, however, major readers.

Generally people within ages 10 – 34 years are least likely to buy magazines when comparing with older groups 35 – 54 years, they get them from friends and home. Some also get them from places such as libraries, reception areas, at work etc.

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Local magazine readership in Swaziland

There are 3 Swazi magazines reported on in this part of the magazine report section. The Nation, Youth Connexion and Swazi Motoring.

There are 158 400 (19.8%) people who have read either of the Swazi magazines once or more times between November 2004 – April 2005. These magazines are read across all ages and gender. However The Nation Magazine maintains the highest percentage of readership within people in all ages especially people who are 35+

There is a significant equal readership of the Nation magazines and Youth Connexion within ages 15 – 24 years, with Nation at 6% and Youth Connexion at 5% Swazi Motoring is the least read within all age groups but its high is within persons 25 – 34 years and interestingly within persons 55 – 64 years. People within ages 25 – 64 years make up the highest readers of local magazines. In terms of gender men are the highest (21.5%) and women (18.4%). This is mostly made up of the older men. Girls & boys 10 - 14 years are higher local magazine readers than young adults within ages 15 – 24 years.

Th results of the survey show that generally readership is concentrated within Mbabane and and Manzini. Lubombo has the lowest readership.

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Welcome to the Swazi-Media Audience Measurement Survey Magazine Section

Introduction

Magazine readership trends in Swaziland

Magazine buyers in Swaziland

The largest readers of magazines are non-buyers

Local magazine readership in Swaziland