Reaching Afrikaans consumers: think beyond rugby and braaivleis!

If you thought that rugby and braaivleis constitute the sum total of Afrikaans culture, you are stuck in a distant past. You only have to look at the popularity of Afrikaans arts festivals to note that this community takes immense pride in its unique cultural expressions. In less than 100 years of the "taal" being an official language, it gave birth to accomplished industries in literature, music and entertainment that continues to impress the rest of the world.

Artists and writers with Afrikaans in their blood are recognised for outstanding achievements on the international stage. Author Deon Meyer’s name regularly appears on the New York Times best-seller list; Oscar winner Charlize Theron is a global household name; JM Coetzee, who speaks Afrikaans fluently, won the Nobel Prize for Literature; and Athol Fugard, whose mother was a nooi Potgieter, is regarded by Time magazine as one of the world’s most influential playwrights.

Global entertainment giants like Netflix are keenly aware of Afrikaans people’s passion for culture, offering content to subscribers in Afrikaans and virtually all other indigenous South African languages. And it pays off – Netflix is the most popular streaming channel of Media24 readers (representing 71% of the total Afrikaans market), followed by YouTube, kykNET, Showmax and M-Net.

Media24 has conducted extensive research into its Afrikaans audience, and here we present some of those insights. The preferences of Media24's audience of 1.6 million print and 2 million online readers are topped by the following, and in this order: reading news, listening to music and reading books.

Make no mistake, sports and braai are enjoyed by all South Africans, and it promotes national pride and social cohesion. But watching rugby, traditionally associated with the Afrikaans community, is equally important to travel, followed by spending time in nature, fiddling around the home and in the garden, and taking care of pets.

The secret to influencing the shopping decisions of this audience lies in their unique relationship with the news. Research shows that newspaper readers are affluent, the majority own homes and vehicles, and they are more likely than the rest of the population to subscribe to entertainment products and engage in such activities.

As they consume news and analysis of current affairs, their attention is drawn to advertisements for products that interest them. Media24 newspapers and magazines, printed and online, cater for the interests of this highly literate audience. The media company maintains a strong visibility at cultural events and festivals with a predominant focus on Afrikaans, both as a sponsor and facilitator of discussions on topics related to news and current affairs.

In their households, the majority of Media24’s millions of Afrikaans readers are the main decision-makers when considering what products to buy and where to shop for it. For example, 63% of Netwerk24 users are consulted by family members and friends for advice and opinions when shopping, with 59% of the total audience enjoying this coveted influencer status.

Food a path to the heart

Food, of course, is a key element that defines any culture. The Afrikaans culinary scene offers way more than braaivleis and koeksisters. In an age of globalisation, the dishes and eating habits of Afrikaans people are as adventurous and diverse as the speakers and the varieties in their mother tongue, with influences from all over the world, as well as the continent they call home.

Home is where the heart is, and food provides a straight path to the heart. Entertaining friends and family around the table at home is a favourite pastime, and a significant portion of monthly budgets are set aside for dining out in restaurants. Watching sports, doing home improvements, experimenting with technology, gambling and online Forex trading are also popular activities among members of this audience.

Being financially cautious and wary of unnecessary debt, they allocate an accountable portion of their personal monthly income to these activities. On average, Media24’s 1.6 million readers of print publications earn up to R22 375 per month, and their 2 million online readers have an average personal monthly income of R23 041. They are loyal to South Africa, patriotic and keen to support local products, artists and services.

Travelling and exploring the treasures of nature are part and parcel of Afrikaans speakers’ cultural identity. 58% of Media24’s dedicated readers are ardent campers and hikers, especially during weekend getaways. Since Covid-19 restrictions were lifted, you will find newspapers like Beeld, Die Burger, Rapport, and Son being read in campsites and caravan parks. Besides camping, Afrikaans holidaymakers stay over in guest houses and B&Bs, followed by hotels and lodges in game reserves. Holidays usually last five days or longer, and members of this audience regularly travel overseas, often for business.

Companies who want to tap into a vast community with a strong sense of cultural identity and expendable income can reach this highly literate and loyal audience through marketing content in newspapers, and in Afrikaans. The most successful way to do it is through Media24 publications that are, for almost a century, associated with this audience’s history and its cultural development