Hats off to Media24’s tabloids

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.