Add to that sport's quasi-religious significance to the new South African psyche and you will find it is unlike the phenomenon anywhere else in the world. Ever since the World Cup Rugby win in '95 and the African Nations Cup soccer victory of '98, South African sport has been venerated as the be all and end all of our process of nationbuilding - if only our sports teams had kept winning, racial discrimination would have been swept away with the tide of jubilation, euphoria and celebration. People, united behind the teams, would join hands and skip across tribal, economic, ideological and prejudicial divides like ballerinas across puddles. Sport is such a power in South Africa. Alas, our teams started losing and, worse yet, cheating. Regardless of the demoralising effect on the populace, it's all just more grist for the mill for the sports print industry.
SA Sports Illustrated editor Steve Smith disagrees. 'I think negative sports results have affected SASI, to a degree. You can track our results over months when the Boks or the Proteas have been walloped. It has an impact on sales figures.' Take for example their 100 000 slump in readership in 2002. 'The drop in 2002 is not surprising, it was the World Cup Cricket.' Aargh, a painful memory resurfaces, the scars have not yet healed. No wonder the numbers dropped, but that was a spectacular national failure, never have 11 men done so little for so many. But other sporting disasters such as our recent African Nation's cup campaign, the Rugby World Cup and Kamp Staaldraad have all largely left the sports print sector undisturbed, while providing a steady supply of content, topics to dissect, administrators to grill, experts to consult. But consistently being walloped, in the long run, is going to drive people away from sport. Steve Smith sees this as a particular challenge.
'As the editor and a sports fan, I want to see our teams and individuals do well. SASI can play an important role in rehabilitating South African sport, and it is going to have to be a tough love kind of deal. It's going to mean being critical and giving players and administrators a voice that they didn't have before, in a responsible way.'
SA Sports Illustrated is the flagship of the Touchline sports stable, a storming success with a monthly circulation of 41 104 (ABC Jul-Dec 2003) and a readership of 630 000 (Amps 2003b), and steadily increasing. Moreover SASI has totalled a whopping R19 178 198 advertising revenue in the last year ( AIS/Adex: Jan03-Jan04). Moreover SASI has managed to achieve the 'holy grail' of South African magazine publishing with a genuinely rainbow hued readership consisting of 213 000 black readers, 261 000 white readers and 156 000 Indian and Coloured readers, falling mainly in the LSM 6-10 category (Amps 2003b). SASI's example of integrated media representation serves to prove the hugely valuable role sport plays in South African nationbuilding.
Without a doubt Touchline Media is the biggest fish in the South African sports publishing pond, publishing the highly successful SA Sports Illustrated and niche sports titles such as Runners World, Golf Digest and Kickoff. Touchline also publishes sports related lifestyle titles such as Men's Health and Shape as well as having a 51% share in Atoll Media who publish Zig Zag surf magazine, Blunt and Saltwater Girl youth lifestyle titles. None of which have an ABC of less than 17000 (ABC Jul-Dec 2003).
However, despite the SASI example of integrated readership, and like many instances in the South African economy, ad spend in sports magazines mirrors President Thabo Mbeki's oft repeated denunciation of South Africa as a country blighted with two economies. Sports publications with awesome sales and readership figures such as Kick Off and Soccer Laduma don't achieve anything close to the equivalent adspend such huge audiences should dictate. This based on that old chestnut that black audiences have no 'real' buying power.
Kickoff reaches 1829000 readers (Amps 2003b), and leads the soccer magazine sector with advertising revenue of R13 068 952 ( AIS/Adex: Jan03-Jan04). Soccer Laduma on the other hand only attracts advertising to the tune of R4 540 952 but outweighs Kickoff with a readership of 2 102 000, which is simply astonishing considering the bulk of their readership falls between LSM 4-6, and are thus very active in the economy.
"Media planners are starting to wake up to the fact that soccer is huge in South Africa. In the black youth and young adult market, soccer is the number one sport and interest," says Peter Du Toit, Soccer Laduma's creator. "If a brand is wanting to get to the black youth of South Africa then Soccer Laduma is the best medium. We are delighted that media planners are starting to see the light and that the return for their investment is already showing."
But it is not just media planners who are, euphemistically, starting to see the light (what took them so long?), Johnnic has also just stepped onto the football field with the launch of SoccerLife backed by British football magazine Four Four Two. It is clear here that Johnnic are aiming for the higher brow football fanatic with a mixture of local relevance and quality syndicated international football content. A brief look at their sample launch issue indicates that the magazine is appealing to a wide variety of advertisers, specifically lifestyle brands aka the big spenders, such as cars, clothing and grooming products, who seem to be lining up to get a slice of what is perceived to be a large, affluent, mainly black, soccer-loving public.
Golf magazines do very nicely by necessity of the type of audience they attract. Execs intent on ironing the kinks out of their swing make for a great target audience and magazines like Compleat Golfer and Golf Digest gorge themselves on ad revenue every month. With a paltry circulation of 19 382 (ABC Jul-Dec 2003), and a readership of only 114 000, Golf Digest hits the big time with advertising worth R12 229 907 ( AIS/Adex: Jan03-Jan04). It is no surprise then that the largest group of readers, for both Golf Digest and Compleat Golfer, fall into LSM 10. The cherry on top is that Ernie Els has been the one South African sportsman who has not suffered from a loss of form.
The rest of the sports print sector is made up of niche magazines like Zigzag, Runners World, Boxing World and Bicycling, among others all seem to have their circulation pinned just under 20 000, and are relatively successful businesses. Sports magazines, across the board, lean towards attracting broader 'lifestyle' advertising spend to increase their profitability. Zigzag is a good example of a small, niched magazine punching above its weight by attracting a wide spread of youth lifestyle orientated advertising.
'Surfing is an aspirational sport that exerts a strong influence on youth lifestyle and fashion trends.' Explains the publisher Craig Sims. 'That's why Zigzag is credited as being such a powerful communicator to the youth market; because its voice is heard far beyond its niche.' In fact Zigzag is currently the biggest selling male youth magazine in the country - according to its current ABC of 17 953. However Zigzag realise the power of their niche and are dedicated to serving the audience rather than simply spamming it and raking in the Titos.
'We are selective about the messages we carry and are staunchly protective about our editorial voice.' Says Sims.
Finally to newspapers. Sports coverage in newspapers is a mainstay of the sports publishing sector and accounts for a huge amount of committed sales and readership. Sport in newspapers functions as the 'light' flipside to the 'dark' shock-horror cover stories that occupy the front pages. However, in many ways the sports coverage provides a much steadier audience and a 'safer', more predictable environment for advertisers. The Sowetan's Soccer Beat supplement attracts a whopping 2 816 000 readers, while Rapport's sport supplement cashes in with 1 257 000. The Sunday Tribune, Daily News and Independent on Saturday sports supplements add up to 857 000 readers (All figures: Amps 2003b).
In terms of content, newspapers provide the hard data, fixtures, scores and the close range, after match post-mortems, necessarily due to their short lead times. Magazines pick apart the general trends, developing storylines, player profiles and should function to create icons out of our sports stars. However the role between the two in South Africa is often confused, and the two mediums often cannibalise the same content.
From afar it would seem that sports publishing in South Africa is remarkably like shooting fish in a barrel, given the average South African's national zeal for sport. The striking feature is its resilience to the pathetic performance of our teams and administrators of late. The sector will remain incredibly profitable so long as the public have a stake in the success of our teams, and that is unlikely to change anytime soon.
ABC July-December 2003
Nielsen Media Research; AIS/Adex