TAXI COMMUNITY NEWSPAPER // Profile - Benefits - Demographics

Profile

Taxi was established in 1991 by veteran journalist Simon Lushaba, who saw a need for an independent newspaper which could communicate with taxi commuters, taxi owners and taxi associations in the greater Durban area.

Taxi aims to educate, update and inform readers on matters relating to development - particularly community development projects and business issues as they affect the daily lives of readers. Taxi also aims to entertain, with news on sport, art, music, health & beauty and other leisure activities.

Small business development features appear regularly, as do competitions and letters from readers.

Benefits for Advertisers

There are 21 000 registered taxis operating in the area covered by Taxi.

60% of taxi commuters have formal employment - another 30% are in the informal sector.

In addition to formal advertising, Taxi is an ideal medium for sponsored editorial or advertorial. Many government bodies have found that Taxi is a valuable way of getting across educational or informative messages in a credible, cost effective way. Taxi's journalists understand their readers needs, aspirations and mindsets and can advise clients on the most cost effective ways to communicate with them.

All editorial is in Zulu, but advertisements can also be placed in English. Taxi offers a free translation service to advertisers and sponsors, and encourages advertisers to offer products for competitions - an ideal way to sample the market.

Taxi also accepts inserts

Distribution

15 000 Warwick Avenue Triangle Ranks

5 000 Pietermaritzburg Ranks

5 000 Isipingo Ranks

5 000 Pinetown Ranks

Demographics

AGE

16 - 24 35%

25 - 34 27%

35 - 49 24%

50+ 14%

GENDER

Male 45%

female 56%

URBAN / RURAL

Urban 65%

Rural 35%

Estimated readership 120 000 per issue