How Ads24's passion for soccer can translate into revenue for advertisers

02 Nov 2017

Coupled with Soccer Laduma, the recent inclusion of Kick Off magazine into the Ads 24 stable has created a bigger ecosystem for advertisers, media buyers and marketers to reach South Africa’s soccer-crazy mass market.

“The combination of Soccer Laduma and Kick Off allows advertisers access to a way, way bigger audience,” says Peter du Toit, Editorial Director for the publications. “It’s probably the biggest print and African male audience in this country, and certainly one of the biggest black male digital audiences in South Africa.”

Soccer Laduma is South Africa’s largest football publisher (across print, web, mobile and social media) with a total readership of about 3.6-million. Its platforms extend from a popular print publication to a digital platform that includes TV and podcasts and has a mobile reach of about 28-million page impressions.

“We love football and we know football,” says Du Toit. “And when you do something you love you generally do it well. After 20 years in the game, we know how to listen and because we listen, we know how to speak to our readers and give them the content they want.

Together with Kick Off the potential for advertisers is enormous. Firstly, they will have the newspaper and the magazine (as well as their digital components) as platforms to implement campaigns and achieve their goals.

“Secondly,” says Du Toit. “We are experts at content marketing, which is enjoyed by readers and advertisers because the content is not perceived as being a hard sell. It works very well from a campaign point of view and it is something we can do across podcasting, Soccer Laduma TV the newspapers, the magazines and the sites.”

“We are at an advantage of having a great relationship with our readers that comes from a depth of understanding,” he adds. “We love football and our readers love football, so that’s the ultimate recipe for a successful relationship and by continuing to listen to our readers and through ongoing research by our research department we can translate that success to our advertisers.”

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About Ads24

Ads24 reaches six in ten South Africans, including print and digital readers. Ads24 touches the lives of over a half of all South Africans adults. While it is important to identify the size and segment the audience, looking at how Ads24 engages with its readers, is equally as important.


Ads24 is part of the Media24 Group representing 97 newspaper titles. From Dailies to Sunday papers to locals, Ads24 reaches almost every target segment in South Africa, no small achievement in such a diverse country. The most exciting element is how these titles become part of the community that Ads24 serves.

A news reader is an engaged reader. Ads24 news brands play an important and unique role in the daily lives of their readers. Ads24 sees beyond the numbers, beyond the market segments, to connect with the people on a personal level. Ads24 has the stats, the numbers, but also the insights.



Issued on behalf of Ads24 by Stone Soup Public Relations
For further information, please contact Daya Coetzee
[email protected], (011) 447 7241