Abstract
The article looks at the development of the South African daily newspaper market between 1990 and 2006. The leading interest is to find out whether the market was able to develop from its apartheid-trenched roots, and in which areas the market is still influenced by its specific past. The market determinants, namely participants, growth, entrance barriers, distribution, readership, economic and editorial concentration, will be scrutinised over the 16 years. The relevant political, economical and legal background and the transformations taking place in these areas will be articulated. The data will reveal that by growing more and more, especially since the turn of the century, the market enables itself to break free from its old structure. This is mainly due to the successful introduction of new papers which break with the traditional orientation of South African papers towards a wealthy readership and thus win new readers for the product newspaper in general.
Highlights
This article looks at the development of the South African daily newspaper market between 1990 and 2006
The government did not want the Blacks to be informed about black leaders and politics; neither should the international community be informed about the injustices of apartheid
We have seen that the structure of the daily newspaper market in 1990 is determined by apartheid: the influential big publishers are all creatures of centuries of white minority rule: Nasionale Pers and Perskor are bound to the NP; Argus and TML were furthered by the racist politics, as English-language entrepreneurs knew their economic well-being would be protected by the Afrikaners since the building of the Union of South Africa in 1910
Summary
This article looks at the development of the South African daily newspaper market between 1990 and 2006. Argus Newspapers is in a monopoly position, publishing 58 percent of daily circulation.
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