Readers flock to iafrica

iafrica.com, South Africa's most established online brand, has recently experienced a substantial increase in daily unique users and page impressions.

According to Nikki Cockcroft, CEO of Primedia Online, the increase in daily unique browsers is testament to two factors, firstly the efforts of recently appointed Portal Manager, Bridget Pringle, and secondly, the continuing importance of a slick and rewarding user experience.

'South African internet browsers are increasingly sophisticated. They demand that their online destinations deliver a polished and professional offering which is up to date and well informed. The fact that iafrica.com continues to attract substantially more users is simply because it is considered a worthwhile destination in terms of content and usability.’

Since her inception in January, Pringle has concentrated on getting the right news up, fast. She highlights the importance of using social networking sites such as Twitter in order to ensure iafrica is first with the latest news.

'Great examples that spring to mind include Julius Malema kicking out the BBC correspondent from a press conference, which we picked up from Twitter; and the South African music sensation, Die Antwoord, which went viral. Our first story on the group is iafrica’s biggest entertainment story of the year so far', added Pringle.

iafrica.com’s March figures were the highest monthly figures in more than a year, and figures from the first weeks in April are equally as outstanding. Pringle concedes that the April figures are partly attributable to the Malema and Terre Blanche stories, ‘However the last couple of weeks in April have continued to show really good figures, so we can presume that this growth is part of a solid pattern. Our readers know we’ll be reporting on the country’s strongest and most interesting stories and therefore they continue to return’.

Cockcroft believes that it is iafrica's original, in-depth content and peerless usability that will set the site apart from its competitors going forward.

'As the South African online environment matures, sites will have to work increasingly harder to ensure readers are kept satisfied, and importantly, return. A great product will ensure readers return time again, and it’s this loyalty which is priceless'. ENDS

More on Iafrica iafrica.com is one of the oldest and most established online brands in the South African Market. The site is recognised for delivering up to the minute local news stories, as well as in-depth editorial analysis. iafrica.com also boast's 13 niche communities with a high volume of traffic consisting of: news, sport, entertainment, motoring, lifestyle, business, cool tech, travel, food, health, personal finance, property and tools.

Released by: Hayley Upson Communications. Hayley@comm-consultant.co.za. 021 4224977