Sehortun Afcira 39 “Print is mostly preferred by the working class or people from the low density areas and suffers from a critical challenge: Zambians have an undeveloped reading culture. Newspapers are quite expensive and don’t have a vast coverage,” explains Jennifer Kachabe, JCDecaux’s General Manager in Zambia. The politically outspoken The Post, an independent tabloid-style daily is the biggest selling daily. It’s distributed nationally, along with government-owned The Times of Zambia and the Daily Mail. The Daily Nation, an independent daily, is distributed in Lusaka only, while the Kavindula Newspaper is a community newspaper. The Saturday Post and Sunday Post are the most popular weeklies, with The Sunday Times, Sunday Mail, Guardian and The Monitor all vying for readership. The Bulletin and Record, a lifestyle and business monthly is the most prominent and long-lived magazine. More Zambians are tapping into the power of the internet, as evidenced by various blogs, social posts and newsfeeds. About 77% of Zambians have mobile phone access, and about 2.6m have access to the internet – 98% of them accessing it via their mobile devices. Multinational companies have a firm foothold in Zambia’s developing advertising and marketing sector yet, according to African Media Barometer, Zambia’s advertising market, is not large enough to support a diversity of media, resulting in different media houses competing for limited resources from the same revenue sources. Alliance Media’s Sales Director for sub-Saharan Africa, Lara Nahon, points out that all the major brands use outdoor as a large and effective part of the media mix, “OOH is more relevant than ever in Africa and is relatively cheap compared with other mediums.” n ZAMBIA FAST FACTS Population: 15 066 266, Urban: 40.9% of total population (2015) Age structure: 0-14 years: 46.12%, 15-24 years: 20.02%, 25-54 years: 28.6%, 55-64 years: 2.89%, 65 years and over: 2.38% Ethnic groups: African (inc Bemba, Tonga, Chewsa, Lozi, Nsenga, Tumbuka): 99.5%; European and other: 0.5% Languages: English (official); major vernaculars: Bemba, Kaonda, Lozi, Lunda, Luvale, Nyanja, Tonga, plus some 70 other indigenous languages Literacy: 15+ read/write: total: 61.4% Income: Share of income of highest 10%: 38.8%; Under poverty line: 64.0% Internet users: 2 313 013 Internet 15.80% penetration: Source OMG Africa September 2015 Radio is the strongest broadcast medium in the country with 45 stations reaching 75% of Zambia’s population of about 16 million.
THE MEDIA AFRICA ANNUAL_digital
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