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 ANC-linked Newspaper will target the middle class

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PosOnderwerp: ANC-linked Newspaper will target the middle class   Fri Jul 23, 2010 7:02 pm


According to Business Day Sources, The New Age newspaper which has been trying to head hunt staff from media, is likely to print Good News from the Provinces
Des Latham
Published: 2010/07/23 04:10:36 PM


The New Age is closely linked to the ruling party, with the Gupta family as the main funders of the new publishing house.



Initially the paper will be headquartered at the Gupta’s Sahara Computer centre in Midrand, but will probably move closer to the CBD within 24 months.



Atul Gupta, MD of Sahara Computers, along with his brothers, Anil and Rajesh, arrived in SA from India in 1993 from an entrepreneurial, IT-focused family. He has built up significant interests in the sector, and in mining.



Atul Gupta is also close to Essop Pahad , formally front man for Thabo Mbeki .



Sahara now claims an 11% market share in South Africa’s computer business according to the Financial Mail magazine.



Sahara's empowerment partners include Lazarus Zim's Afripalm Resources and Tokyo Sexwale's Mvelaphanda Resources, which acquired 12% stakes in the company three years ago. In return, Sahara acquired a substantial stake in Afripalm.



The Gupta paper is to be published by TNA Media, (The New Age) and the publication is to be a National Daily.



At first, it will be only be available in Gauteng, KwaZulu Natal ( mainly Durban), and Cape Town.



It’s readers will be the middle income groups, between 6 and 10 on the income scale or LSM.



The New Age will be a 32 page narrow broad sheet like the Financial Times and publish 6 days a week, from Monday to Friday and then on a Sunday.



Caxton will print the publication initially, while from later in 2011 a new printing press will be brought in from Germany by TNA Media.



Initial print order is 170 000 copies, with Allied Distributing the new newspaper.



The Cover price will be R 3.50 and the Editor is Vuyo Mvoko, formally of Business Day.



However, its not clear how many journalists will be employed by the publication.



According to sources, the Editorial Content will cover easy to read and “positive” stories about South Africa.



Media analyst and the head of Journalism and Media Studies at Wits University, Anton Harber, says the newspaper will be a “healthy addition to the mix of voices” but that it was important that “they are clear and open about where they are coming from”.



He said there was a need to ensure that government departments did not favour the new publication when it came to recruitment advertising, which he said “would be illegal”.



Congress of South African Trade Unions (Cosatu) spokesman Patrick Craven has also welcomed the competition, saying the labour federation had always felt that “print media were owned by too few companies”.



The front page will have seven headlines and stories written short, somewhat like The Daily Sun Newspaper available from Naspers .



It will concentrate on politics and have a comprehensive view of international politics.



But the newspaper is expected to also cover all stories from the 9 provincial areas of South Africa with one page of news dedicated to each of the nine provinces every day.



At the same time, the owners say they’re going to focus on Business, Finance and Money with trading tips and market reports.



The paper will also feature large photographs, very much in the lower middle class spectrum of media usage according to experts.



The Sport section will have commentary from sports’ personalities such as Graeme Smith, and the Lifestyle section will be edited by former Miss SA , Claudia Henkel.



The advertising model has already raised eyebrows, with The New Age declaring its going to sell by square centimetre and not by column which is regarded as normal.



And the publication is going to have a full website - supposedly at launch.





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