YEARBOOK 2021 INDEPENDENT RESEARCH AND OPINION - IAB SA
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INDEPENDENT RESEARCH AND OPINION
YEARBOOK 2021
www.themediaonline.co.za
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Contents 22 MEDIA AGENCY: AFRICA
Media has the potential to be the
biggest catalyst for human connection
and change, and we know it,
46 MAGAZINES: SOUTH AFRICA
There’s no doubt the country’s
magazine sector has been
hard hit, but some publishers
writes ROXANNE BOYES. are rolling with the punches
and making a plan,
24 MEDIA AGENCY: GLOBAL writes SANDRA GORDON.
5 FROM THE EDITOR If there’s a single best practice to
On the record working with in-house teams, it’s 50 DIGITAL PUBLISHING:
the focus on ensuring that agency SOUTH AFRICA
6 PRESS OVERVIEW teams are closely connected to The upshot of the pandemic
The question is, how do you get them, argues BENOIT CACHEUX. was massive increases in
audiences to recognise the role of online readership, says
a diverse media in a democracy? 27 AUDIO AUDIENCE MEASUREMENT RIAAN WOLMARANS, as online
The other side of the story is, This year, the BRC is moving from publishers embraced technology
how do you get journalists to a radio measurement paradigm to an and a mobile-first approach.
heed and listen to audiences? audio measurement model, to ensure
DR GLENDA DANIELS has it captures the full spectrum of 52 PROGRAMMATIC:
some answers. audio, writes GARY WHITAKER. SOUTH AFRICA
A solid, integrated martech
8 MEDIA AGENCY OVERVIEW 31 RADIO: SOUTH AFRICA and adtech stack is an
Performance is key in making Radio in South Africa experienced essential driving force in
the South African 2021 media sweeping changes in 2020, achieving business (not just
ecosystem successful, and says TIM ZUNCKEL, who marketing) objectives,
agencies have the opportunity believes there’s a shift in needs JOE STEYN-BEGLEY believes.
to design what good looks like, and required skills in 2021.
writes CLAUDELLE NAIDOO. 53 DIGITAL ADVERTISING:
36 STREAMING: AFRICA SOUTH AFRICA
12 CREATIVE OVERVIEW YOLISA PHAHLE is bullish Change will happen at a dizzying
If we want to drive business growth about the growth of streaming in pace, and it will be happening
in 2021, we need to be proactive, Africa, pointing to research that everywhere at once – from
not reactive. We need to move predicts it will grow fivefold by 2025. privacy and policy decisions to
out of last year’s shadow, says addressability and attribution,
UYANDA MANANA. 40 TELEVISION: GLOBAL says PAULA HULLEY.
Covid-19 necessitated change at
15 AFRICA OVERVIEW breakneck speed for brands, says 57 OUT OF HOME: SOUTH AFRICA
The Africa Brand Summit asked, NICOLE GREENFIELD-SMITH, who The pandemic prompted many
what investments, technologies, discusses Thinkbox TV research on OOH operators to look inwards,
skills, policies and leadership how broadcasters adapted to adversity. says SIMON WALL, whose
are needed to help turn the efforts to use his infrastructure
situation around? Convener 42 PUBLISHING: SOUTH AFRICA to support SMEs created a
SOLLY MOENG answers. The truth is print now offers unique trigger moment for his business.
niche audiences of extremely
20 MEDIA AGENCY: SOUTH AFRICA valuable and loyal readers, writes 59 OUT OF HOME: GLOBAL
Let’s lean in to hope, but let’s do JOSEPHINE BUYS. OOH media was
it with eyes wide open, and include disproportionately impacted
scenario planning against what 44 NEWSPAPERS: SOUTH AFRICA bythe crisis, but the good
IMAGE: SUPPLIED
we now know about the effects Not all newspapers are on their knees news is that the global OOH
of the virus on absolutely in South Africa, says BRITTA REID market is forecast to grow at
everything, says KAGISO MUSI. as she looks into local papers. 14.9%, writes BEN MILNE.
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FROM THE EDITOR
On the record…
INDEPENDENT INDUSTRY INTELLIGENCE
www.themediaonline.co.za
“T
PUBLISHED BY
Arena Holdings his time last year…” Never
Hill on Empire, 16 Empire Road before has that innocuous
(cnr Hillside Road) little phrase had such
Parktown meaning. We were just
Johannesburg
about to put the 2020
2193
issue of The Media Yearbook to bed when
Postal Address: PO Box 1746 EVERYTHING changed. Only the latest
Saxonwold
Johannesburg
contributions to come in mentioned the big
2193 C-word. We were just about to enter level five
Telephone: +27 11 280 3000 hard lockdown, and many of us, in our naivety, thought the coronavirus
would be conquered and life would return to almost normal.
EDITORIAL A year later, as I write this, we are just about to put The Media
Editor: Glenda Nevill Yearbook 2021 to bed. This time, our stories pay homage to the
glenda.nevill@cybersmart.co.za
Content Manager: Raina Julies
resilience of the media industry, and how it is dealing with the
rainaj@picasso.co.za massive changes brought about by the pandemic. Our loose
Sub-Editor: Anthony Sharpe theme is ‘Revive, recalibrate, refresh’, and those media companies
Content Co-ordinator: Vanessa Payne that have survived have done just that.
Contributors: Roxanne Boyes, Sadly, many didn’t make it through the first year of Covid-19.
Benoit Cacheux, Dr Glenda Daniels, Some were already battling, dealing with the ongoing impact of
Sandra Gordon, Nicole Greenfield-Smith, digital transformation and its ripple effects on advertising. The
Paula Hulley, Claudelle Naidoo, Uyanda Manana,
pandemic hastened their demise. Others rallied, embracing the
Ben Milne, Solly Moeng, Kagiso Musi,
Yolisa Phahle, Britta Reid, Joe Steyn-Begley, challenges of working from home, Zoom or Teams meetings, virtual
Simon Wall, Riaan Wolmarans, Tim Zunckel pitching and events, and new ways of selling and communicating.
In our own small way, The Media magazine too has changed.
DESIGN
We’ve transitioned to digital magazines, with limited print runs for
Head of Design: Jayne Macé-Ferguson
Project Designer: Anja Hagenbuch
special occasions. We’ve updated and increased our online databases,
as these are our most important currency in this digital world.
SALES The Media Online’s numbers soared in 2020 – as did many publisher
Sales Manager: Tarin-Lee Watts
twatts@themediaonline.co.za
platforms. Now that the (media) world is back at work (albeit still from
+27 79 504 7729 home or in some kind of hybrid WFH model), most publishers have
Sales Administrator: Neesha Klaaste reported numbers stabilising from the lofty heights we experienced
in the first few months of lockdown.
PRODUCTION
We wanted the 2021 issue of The Media Yearbook to tell the
Production Editor: Shamiela Brenner
Advertising Co-ordinator: stories of our sector, and how the different businesses within the
Johan Labuschagne media industry learned to survive, adapt and change. As always,
we’ve sourced content from South Africa, the continent and abroad
MANAGEMENT
to offer our readers a wide perspective on the year that was, and
General Manager, Magazines:
Jocelyne Bayer the year to come.
The Media.
Copyright: The Media.
No portion of this magazine may be reproduced Got to love it.
in any form without written consent of the publisher.
IMAGE: SUPPLIED
IMAGE: SUPPLIED
The publisher is not responsible for unsolicited
material. The Media is published by Arena Holdings. Glenda
The opinions expressed are not necessarily those
of Arena Holdings. All advertisements/advertorials
have been paid for and therefore do not carry any
endorsement by the publisher.
themediaonline.co.za THE MEDIA YEARBOOK 2021 I 5
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Recalibrate, refresh and
revive journalism for
South Africa’s democracy
How do we adjust local journalism for the better?
DR GLENDA DANIELS has some ideas.
R
ecalibration, refresh buttons for executives), the Covid-19 pandemic jobs over the past decade, starting
and revivals occur through entered, some media retreated and with the economic downturn of 2008.
the disruption seen in the retrenched, some closed down, but Researcher Reg Rumney’s report
flux, fluidity, and especially then some outfits (for example Daily examining the impact of Covid-19 on job
experimentation (hard paywall, Maverick) did counterintuitive things, losses in journalism, released in June 2020,
soft paywall, no paywall) around how hired more staff and even launched found that more than 700 journalists were
journalism is to be paid for in a media a print edition. But even this was done retrenched in the first few months of the
ecosystem that is shifting to online, not through old business models, but pandemic, and that local news lost the
with concomitant social media through another kind of experimentation most, with 80 community newspapers
and disinformation. or innovation: social/corporate closing down.
Then, of course, there’s the question of partnerships or membership models.
how to get audiences to recognise the role
of a diverse media in a democracy. The THE BAD NEWS: JOB LOSSES,
THE MEDIA LANDSCAPE
other side of the story is this: how to get CYBER-MISOGYNY, DISINFORMATION HAS BECOME MORE
journalists to heed and listen to audiences. What else has changed? The media THREATENING FOR WOMEN
Just about everything has changed landscape has become more threatening WHO CRACK HIGH-PROFILE
for journalism in the age of new media: for women who crack high-profile
it’s the era of social media and big tech corruption-busting stories. Misogynists CORRUPTION-BUSTING STORIES
companies gobbling up the advertising. see women as easy targets; yet women
And, untaxed as they are, they are have not left the space. The media By July 2020 a new round of
laughing all the way to the bank. An landscape shows an appalling anti-feminist retrenchments was announced when
offshoot of this is mainstream journalists backlash against women journalists, seen Primedia declared job cuts. The Primedia
being retrenched in droves, while in how they are trolled online, and even Group has 786 full-time employees but
newsrooms are run as 24/7 engines, with threatened with rape and murder when has not given a job cut figure. In July 2020,
anxiety and burnout the norm. Another crooks in power act against them, aiming Media24 announced it would retrench
‘trend’ is that no one has any winning, to intimidate them into silence. about 510 employees. This followed an
fixed idea on how to pay for journalism. Covid-19 could not have arrived at a SABC announcement that about
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And so experimentation continues. worse time for journalism. State of the 600 jobs would be cut (now reduced
In this age of declining media company newsroom reports from 2013-2020 to 300 as the broadcaster continues to
profits (okay, no profits, just fat salaries show that journalism steadily shed tussle with the communications minister).
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PRESS OVERVIEW
These figures add up to 1 810. With Trusted brands with refreshing twists
Primedia additions and the 1 200 will survive this era where change is
freelance jobs the SABC is threatening the new normal – for example excellent
to cut, that would climb to over 3 000. journalism, getting facts right, subscribing
These retrenchments signify a diminishing to codes of ethics prescribed by the
diversity of voices, and therefore Press Council of South Africa, and
democracy and the public are the losers. investing in training journalists. Those
companies that invest in such training
THE GOOD NEWS: RECALIBRATION will end up being trusted.
AND REVIVAL IN POLITICS,
LAW AND ETHICS
There appears to be no threat against
THE SANEF-COMMISSIONED
media from Cyril Ramaphosa as head of INQUIRY INTO MEDIA
state. In January 2021, he was signatory ETHICS AND CREDIBILITY,
to the launch of the first online platform
HEADED BY RETIRED
aimed at improving the protection of
journalists and affirming freedom JUDGE KATHY SATCHWELL,
of expression, together with the African FOUND THAT OUR
Union and UNESCO. DEMOCRACY NEEDS
Last year he sent back the Protection
of State Information Bill (Secrecy Bill) to
INDEPENDENT JOURNALISM
parliament, spotting the unconstitutionality MORE THAN EVER
in it. The ANC has in recent years gone
silent about its resolution for a Media Those who are keen to adopt
Appeals Tribunal, which would hand diversification of race, gender, age and
over ultimate governance of media sexuality, across class biases too will
to parliament. also survive. Those who have transparency
In February, investigative journalism of funding as a policy will also do well,
unit amaBhungane scored a major as this helps to engender trust.
victory when the courts ruled in its Those who take seriously the
favour in the Regulation of Interception mantras of ‘audience first’ and ‘listening
of Communications and Provision of journalism’ – which are now popular
Communication-related Information concepts in academic media studies
Act 70 of 2002 (RICA) case. Journalists around the world – as they pertain
Dr Glenda
cannot be bugged any more; state spies Daniels to journalism’s role in a democracy
have to prove to the courts first why will thrive.
this is necessary, and have to inform And people who consume mainstream
journalists they are being tailed or Of concern, the Satchwell report noted news, and are on social media (right,
bugged because they are under that newsrooms are often factional. that’s just about everyone) need
suspicion of criminality. This arises from national politics playing refreshment in reliable and factual media.
The SANEF-commissioned themselves out in newsrooms and That’s one constant in this age of flux,
inquiry into media ethics and credibility, media companies. fluidity and disinformation.
headed by retired judge Kathy Satchwell, Clearly, we find some journalists wish
found that our democracy needs to adhere to professional codes and
independent journalism more than ever. ethics as set out by the Press Council, Dr Glenda Daniels is an associate professor
The inquiry also found breaches of ethics and some who side with political factions in Media Studies at Wits University. Being
for brown envelopes, plagiarism and in the ruling party – which shows in the a writer, editor, researcher, lecturer, author,
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feminist and media freedom activist, she
fake news, among others, but ultimately stories they produce. Independent
also serves on the Press Council and on
asserted that the media in South Africa Media withdrew from the Press Council SANEF’s council.
cannot be accused of being corrupt. in 2016.
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Agency operating
models hold the key
to client success
T
There were some positives he year 2020 does not bring back
fond memories for the world.
for media to take away The pandemic brought about a
from 2020, and hard lockdown in South Africa as
in many other countries, which
CLAUDELLE NAIDOO in turn created a mass of uncertainty that
believes this year reshaped media consumption patterns, shut
down many key performing sectors such
holds plenty as alcohol and sport, disrupted schooling,
more for those created consumer and business flux, and
agencies able to most importantly destabilised our economy –
to name but a few of the impacts.
perform at As I reflect from a media and business
their peak. point of view, one of the biggest challenges
that we faced at the beginning of the
pandemic was around redesigning strategies
to deliver ‘cost containment’ measures. This
was understandable, considering the levels
of uncertainty that we were dealing with
at the time, and based on my experience
during uncertain times, marketing and media
budgets are the first to be reconsidered. This
resulted in the industry forecasting to end the
year on a negative 10-20% media investment
versus that planned for most brands.
SILVER LININGS
There was definitely some light after the
initial onset. As the pandemic started to
settle in and while campaigns were being
paused, redirected, or cut completely,
media agencies that had solid operational
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structures to respond to this global
catastrophe provided a stable environment
Claudelle
Naidoo for their clients.
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This stability and specialist support BUSINESS OPERATING MODELS WILL PERFORMANCE, PERFORMANCE
guided many brands in how to focus on CONTINUE TO DELIVER GROWTH AND MORE PERFORMANCE
growth and put the consumer journey Innovation has been a buzzword in the The year ahead looks bright and exciting
at the pulse of the marketing ecosystem. media industry over the years and many in South Africa. TV will continue to drive
The conversion from uncertainty to agencies have got it right. I have seen how reach, content will be key, digital will
stability led to the South African media agency operations with diversified product enhance other media platforms and
industry ending on a much better note offerings including advanced technologies, grow YoY by at least 30-40% in 2021
than predicted early in 2020. integrated workforces and specialist skills (my assumption based on 2020 trends),
have gained fair market share for clients radio will keep pushing digital innovation,
and the media sector in 2020. I foresee ecommerce will have a larger base,
THE CONVERSION FROM
this trend continuing in 2021, with many and so forth.
UNCERTAINTY TO STABILITY agencies that have not yet remodelled or
LED TO THE SOUTH reshaped their businesses quickly getting
AGENCIES NEED TO FOCUS
AFRICAN MEDIA INDUSTRY on board. Agencies of the future cannot be
ON BUILDING FORMULAS
complacent or reactive to market forces.
ENDING ON A MUCH BETTER The evolution of the consumer, THROUGH POWERFUL DATA
NOTE THAN PREDICTED pandemic or not, dictates that we need AND ANALYTICS IN ORDER
EARLY IN 2020 to be agile enough to change and predict
TO SHOWCASE BRAND OR
change, and keep our media partnerships
GroupM’s This Year, Next Year: Global flexible to accommodate change. I believe BUSINESS PERFORMANCE
2020 End-of-Year Forecast Report indicates that the only way to provide this stability IN MEDIA
that overall media investment declined by to brands/clients/staff, and to deliver
5.8% worldwide. This figure is very similar incremental YoY growth is through flexible We keep looking at which media
to how many brands ended the year in and diversified operational structures. platforms will work best or grow
South Africa, which was stronger than exponentially in 2021 in terms of
forecasted at the start of the pandemic. FROM DATA SERVICE PROVIDERS reach and other audience ratings, but
When we compare these figures to TO CONSUMER ENABLERS I do not believe these numbers will
South Africa’s GDP, StatsSA reports that For the longest time we’ve spoken about be good enough to establish growth.
the economy showed steady progress the high costs of data in South Africa I believe agencies need to focus
in Q3 2020 with an annualised growth being one of the biggest challenges on building formulas through powerful
rate of 13.5%, and an annual year-end we face, especially for digital media data and analytics to showcase brand
figure of -5.8%. transformation. In 2020 digital media or business performance in media –
These figures directly correlate to our went from ‘transforming slowly’ to irrespective of whether ROI modelling
approximate media investment decline ‘developing instantly’ and showing results. is in place or not.
and suggest that South African media Data is one of the commodities enabling Performance is key in making the
investment gained steady traction, consumers in South Africa today – more 2021 media ecosystem in South Africa
ending the year strong as we were in so in this new normal world in which successful, and agencies have the
line with GDP. we are living. opportunity to design what good
Digital media was a key driver in I foresee partners in this space working looks like.
maintaining high levels of media hard to ensure that all South Africans
investment. As consumer patterns and have access to data and services, cost
Claudelle Naidoo is the managing director
behaviours shifted, we saw the rise of effectively, before the end of 2021. This of MediaCom South Africa. Her experience
video on demand, content extensions will further enable us to do two jobs in in the marketing, media and research
from traditional media platforms to online, the media ecosystem: first, to connect industries across Africa spans more
a huge spike in social media consumption and engage with consumers when most than 20 years. She believes her passion
for research, data, and analytics is the
as person-to-person socialising became effective without having to worry about
driving force behind her career growth
more and more restricted, and the access to data being a threat; and second,
IMAGE: SUPPLIED
and development, coupled with a hunger
boom of ecommerce – Nielsen reported to showcase the power and role of and eagerness to learn from experts, teach
that 30% of all South Africans were each medium at any given moment in a others and grow alongside people.
shopping more online. converged media ecosystem.
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Uyanda
Manana
Out
of the
shadows
The brands that want to
thrive moving forward will
be those that recognise the
importance of experiences,
service, collaboration and
inclusivity, writes
UYANDA MANANA.
‘T
he new normal’, ‘pivot’, ‘work
from home’, ‘shift to digital’,
‘now more than ever’. The
advertising, communications
and creative industries in
2020 were nothing if not dominated by
clichés, bandied about in circumstances so
fraught, so unexpected, that just surviving
the year was considered an achievement.
It was fly-by-the-seat-of-your-pants stuff as
we grappled with the impact of Covid-19
on our businesses and lives.
From the looks of it, 2021 is not going
to be any easier. There is no magic switch.
This year is likely to be even tougher
and more demanding personally and
professionally. But it has to be different;
if indeed there is a ‘new normal’ out there,
we have to acknowledge, understand
IMAGE: SUPPLIED
and work with it. Reacting was last year’s
default; this year requires a lot more
from us.
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Our ethos as a digital agency is HELPING VERSUS SELLING, but also most importantly with their biggest
that conversation drives advocacy and BRANDS AS A SERVICE asset: their customers. Marketers who
advocacy drives business growth. This has Consumers are looking for brands that want to appeal to today’s consumers need
never been more important in our industry, will make their lives easier, brands that to master the art of inclusivity in their
where the focus will increasingly be on go beyond merely selling, brands that are marketing efforts. Finding simple and
brands becoming conversation leaders. of service. Forbes listed Shine Distillery, innovative ways to have consumers adopt
They will move from being either in Portland USA, as one of the brands the brand mission and purpose as their
s
not known or talked about – or being that got this right in 2020. The distillery own is incredibly powerful. Consumers
perceived as no more than the sum started making and giving away hand become your media, wilfully and happily
of their products or services – to sanitiser during an acute shortage. propagating your promises in a meaningful
being brands with purpose, brands This was made possible by using the and believable way. Get your audience to
that transcend categories and shape first batch of alcohol produced but often do the talking to drive up positive sentiment
conversations in society. It certainly takes thrown out. Closer to home, SAB and deliver growth for your brand.
bravery and stepping out of comfort did something similar, donating alcohol
zones, but if 2020 taught us anything, it is from its breweries to help manufacture
the importance of courage and resilience. more hand sanitiser. Both were innovative
FINDING SIMPLE AND
There are four key, practical takeaways ways of building brand awareness while INNOVATIVE WAYS TO HAVE
to help brands become purposeful supporting the community. CONSUMERS ADOPT THE
conversation leaders. It’s also important for brands to recognise BRAND MISSION AND
that their employees can either be their
EXPERIENCES REPLACE BRAND greatest advocates or most powerful
PURPOSE AS THEIR OWN
PROMISES AND MESSAGES detractors. Being of service needs to be IS INCREDIBLY POWERFUL
Communication in 2021 is far less about internally focused as well. Take Google,
saying hello and making an offer. It has which created a Covid-19 fund to enable I love the quote from Howard Gossage:
to be about how we can use tech and contract workers to take sick leave when “Nobody reads ads. They read what interests
innovation to create experiences and quarantined, and Twitter providing them, and sometimes it’s an ad.” And
value that ensure our customers never employees cover for additional childcare it’s never rung truer. We can’t know what
have to say goodbye. Brand messages expenses incurred due to schools the rest of 2021 has in store, but we also
and promises are no longer effective on being closed. can’t wait for the year to happen to us. We
their own; consumers are looking for need to take what we have and carve out
experiences that are seamless, COLLABORATION a space where we become valuable and
convenient and allow for escapism. The real magic happens when brands interesting to our audiences and communities,
Brands will need to demonstrate their partner with entities with a common sparking conversations that are meaningful
promises through authentic experiences purpose – it allows for more compelling and useful right here, right now.
and rich, immersive, value-based creative, better reach and, if you really If we want to drive business growth in 2021,
communication. This is where a focus nail it, far-reaching impact on people’s lives. if we want this year to be really different,
on CX and UX will also play a vital role Lifebuoy is one of the few brands we need to be proactive, not reactive. We
in how we help our clients build that properly leveraged the benefits of need to move out of last year’s shadow.
sustainable brands in 2021. collaboration in 2020 when they partnered
It can’t merely be about shifting with the Global Handwashing Partnership
marketing budgets and brand messages for the ‘H for Handwashing’ campaign. Uyanda Manana is managing director
onto digital platforms, but rather how our The movement literally changed the of Conversation LAB, a full service ‘born
audiences experience our brands within conversation we have with our children digital’ agency founded in 2012 with offices
in Johannesburg, Cape Town, Durban and
this space. Why should they trust a brand around critical hand hygiene, and further London. Conversation LAB consistently
and why should they keep coming back? entrenched the brand’s purpose and delivers highly effective digital campaigns
They will continue to trust their inner position within communities across Africa. for blue-chip clients with relentless
circles and networks more than Adcept accountability. Sister agencies in the group
IMAGE: SUPPLIED
include strategic communications firm
A or B. Brands will need to back up their INCLUSIVE MARKETING Power LAB and paid media consultancy
promises in unique and innovative ways Brands should look to collaborate not only Media LAB.
to build trust and indeed talkability. with suppliers, partners and other brands,
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AFRICA OVERVIEW
2020: a year of endings,
a year of beginnings
SOLLY MOENG looks back on the successful execution of the first hybrid Africa Brand Summit.
2
020 was one long emotional arrest harmless citizens taking
roller coaster of a year for lonely walks on beaches or jogging
many people. We moved alone in deserted areas, with no risk
from consternation when the of bringing harm to anyone.
coronavirus pandemic was first As organisers of the annual Africa
announced, to trepidation as casualty Brand Summit, we remained calm as
numbers grew and people close or known we watched the evolving situation quite
to us became affected – some of them closely, staying in regular contact with
subsequently dying from it – then hope bodies such as SA Tourism, the South
when the curve flattened and casualty African Association for the Conference
numbers began to stabilise and drop, Industry, and the Tourism Business
followed by the progressive easing of Council of South Africa in order to inform
lockdown restrictions. a decision to cancel, postpone or modify
There was also a lot of anger at the planned 2020 event.
government for imposing a blanket It was supposed to be hosted in
lockdown, with some of its June as a traditional, full-on
movement and trading face-to-face summit in
restrictions not making Cape Town. Cancellation
any sense in the fight and postponement
against the spread of Solly to 2021 were
Moeng
the virus. This anger right at the
was further fuelled bottom of
by the conduct our list of
of some senior considerations,
politicians, who and would
behaved as if the only have been
restrictions were triggered if we
not meant for were convinced
them, and by that conditions
the overzealous for hosting the
drive by some event in any
members of the form during
security forces who 2020 would have
were too eager to been negative.
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A CHANCE FOR SOMETHING NEW LOOKING BACK In 2020, the anchor discussion was the
Throughout the time, we were also In hindsight, deciding to go ahead with the Food Value Chain Space, from agriculture
driven by a desire to do something new 2020 Africa Brand Summit was a brave through agro-processing, logistics,
and positive during a year that we knew decision when considering the costs and cross-border transportation, storage and
would be spoken about for many decades difficult funding environment in which retail. It falls under the broader Integrated
to come. While 2020 will be classified many businesses had been forced to halt Africa Economic Development umbrella.
alongside 1918, known for the Spanish their trading and go for months without Africa is a net importer of food crops, a
Flu that took many lives across the globe, being able to generate revenue. totally unacceptable situation given the
we wanted to remember it as the year Many, especially in the broader potential that lies in the continent turning
during which we pushed back against hospitality and informal sectors, were into a more self-reliant net exporter
giving up and embraced new, innovative crippled forever and forced to shut down of food crops.
platforms for hosting an African event and let go of many employees, which
of global proportions. led to the destruction of millions of THE RAISON D’ÊTRE
We announced during March that livelihoods and rising unemployment.
OF THE AFRICA BRAND
the 2020 Africa Brand Summit would Some of the summit’s past sponsors
be postponed from the first week of also found themselves in rather difficult SUMMIT IS TO IDENTIFY
June to the first week of October, then financial situations, having been impacted AND STUDY THE ROOT
continued to assess the evolving situation by poor trading conditions and forced to CAUSES OF THE PERENNIALLY
before deciding on what format the prioritise internal needs, especially the
event would take. Not long after that, we support of their own employees,
NEGATIVE PERCEPTIONS
announced that it would be hosted as ahead of supporting the summit. AROUND AFRICA
hybrid summit, with a maximum of 50 The decision to proceed was seen by
delegates attending the face-to-face part some people as brave and admirable, We asked: “What investments,
of the event in Cape Town while others and by others as almost reckless. In technologies, skills, policies, and
would livestream from across the world. the end, however, we managed to leadership are needed to help turn the
The fixing of delegate numbers at the host a successful hybrid event with situation around?” The outcome of this
face-to-face venue was done in line with livestreaming and technical teams and other discussions is summarised in
published health and safety protocols co-ordinating speaker and delegate the formal report of the 2020 Africa
such as temperature checking, regular engagement from Cape Town and Brand Summit.
hand sanitising and the need for Chennai, India. There were minor This discussion was also taken to
physical distancing. co-ordinating glitches on day one, the Zambia at the end of November 2020,
sources of which were quickly identified where I was invited by the Minister of
and corrected to avoid a repeat on Information and Broadcasting to lead
THROUGHOUT THE TIME, WE
IMAGES: SUPPLIED
day two. With strict health and safety a discussion on territorial and country
WERE ALSO DRIVEN BY A protocols in place at the venue, not a branding, with a focus on Brand Zambia
DESIRE TO DO SOMETHING single case of Covid-19 was reported to help the country reposition itself.
NEW AND POSITIVE DURING A during or after the summit.
YEAR THAT WE KNEW WOULD PULLING UP THE ROOTS Solly Moeng is an experienced holistic
BE SPOKEN ABOUT FOR MANY The raison d’être of the Africa Brand
brand manager and media professional
specialising in reputation management,
DECADES TO COME Summit is to identify and study the stakeholder engagement strategies,
root causes of the perennially negative strategic communications, PR and
During the two-day event, speakers, perceptions around Africa, at home and media relations. As a destination brand
management expert, Moeng founded and
panellists and delegates livestreamed abroad, and to recommend changes that currently convenes the fast-growing Africa
from South Africa, Nigeria, Zimbabwe, must be made over time to progressively Brand Summit. Moeng lived and studied
Egypt, Hungary, Bulgaria, Switzerland, eliminate these perceptions while in France (where he obtained a French
Finland, India, the United Kingdom, enhancing the positive ones. The summit master’s degree at the Université de
IMAGES: SUPPLIED
IMAGE: SUPPLIED
Franche-Comté, Besançon) before working
Canada, the USA, Botswana, Italy, Spain, also identifies areas where Africa
in Canada and the US as SA Tourism’s
Portugal, Benin, Zambia, Burkina Faso, performs below its potential and marketing manager and country manager.
Malaysia and more. proposes ways to change this.
16 I T H E M E D I A Y E A R B O O K 2 0 2 1 themediaonline.co.za
15-16_TheMediaYearbook2021_OpenerAfrica.indd 16 08.04.21 11:23Untitled-3 1 2021/04/06 4:26 PM
A diamond
in the rough
As things get tougher and tougher here in South Africa, isn’t it time to give these often
neglected African markets a bit more serious consideration, asks MARK KNOCKER?
I
recently came across a graph with no more than R900.00 for a 30-second
some information I had not seen prime time morning slot on any of the
before. It revealed that in addition to commercial radio stations and only
the Botswana Pula being a stronger R540.00 on the Government-owned
currency than the South African Rand, RB2 radio station.
they also have a higher per capita income There are also a number of great
than South Africa. (See tweet on right) print publications on offer in Botswana.
I am often told by the retailers I have The Government publishes a Monday-to-
worked with over the years that the Friday tabloid-sized newspaper distributed
first store they opened in Botswana nationally, which is free of charge.
outperformed any other single store based Its main aim is to communicate
in South Africa. daily to all the government employees
Many of these retailers have since (income earners) with tender notices
opened multiple stores in Botswana. and government posts as well as the
I see opportunity in Botswana for brands news of the day. That’s 80 000 copies
and retailers to boost their sales in this of this newspaper reaching a desirable
often neglected market. target market.
Botswana offers a market with A half page full colour advert would
2.33 million people who have money cost you no more than R6 800.00. There
to spend. From an advertising and a media is also a weekly publication you will
perspective, it’s a fairly easy market to get see around town in any office you visit,
your head around, understand as well as especially on a Friday, called the Botswana
cover comprehensively. Advertiser. It prints 95 000 copies each
Simplified, the market looks something week and is distributed widely across the
like this. There are two home grown free- country free of charge.
to-air television stations offering national The other misconception is that clients I am told that the President as well as
coverage. One station belongs to the often think they can’t afford to be on his ministers and other important Business
Botswana government and the other to television if they only have one store people receive their hand delivered copy
a privately owned media group. There are in Botswana. But look at what your each week. Its handy A4 size ensures
four commercial radio stations, one of money buys you: a prime time 30-second it has longevity.
IMAGES: SUPPLIED
which is government owned. Again television spot will cost you less than One of the retailers I work with, uses
these will give you comprehensive R5 400.00 on BTV and only R2 500 on the this publication frequently because it
coverage of Botswana. privately owned YTV. Radio will cost you works brilliantly for them. Both these
18 I T H E M E D I A Y E A R B O O K 2 0 2 1 themediaonline.co.za
18-19_TheMediaYearbook2021_MARNOX_PartnerContent.indd 18 08.04.21 11:23SPONSORED PARTNER CONTENT
publications offer sizeable reach for
a population of two million when
compared to print orders in South Africa
vs population size.
Any product available on the shelves
here in South Africa in any of our big four
retailers are also available in Botswana,
as these retailers all have stores there
as well.
The point I am trying to convey is that
not only Botswana but Lesotho, Eswatini
and Namibia are all rand-linked economies
offering similar opportunities to Botswana.
Not all brands are easily able to quantify
the number of units they have sold in
these markets. From my experience that
is because these brands know how many
units they sent to the export departments
of retailers A B or C or D but don’t actually
know what was sold at these stores or
informal markets in Botswana, Lesotho,
Eswatini or Namibia.
ANY PRODUCT AVAILABLE At a glance, Botswana’s media penetration
ON THE SHELVES HERE
IN SOUTH AFRICA
IN ANY OF OUR BIG FOUR
RETAILERS ARE ALSO
AVAILABLE IN BOTSWANA,
AS THESE RETAILERS
ALL HAVE STORES
THERE AS WELL
Often markets like Lesotho or
Eswatini don’t even feature on an
advertising schedule when brands do
their annual plans.
As things get tougher and tougher
here in South Africa, perhaps its time
to give these often neglected markets
a bit more serious consideration? A good
idea is to find a partner who can help
you get the best from your media
investment in these countries!
IMAGES: SUPPLIED
Mark Knocker is the founder
of Marnox Media. At a glance, Botswana’s media landscape
themediaonline.co.za T H E M E D I A Y E A R B O O K 2 0 2 1 I 19
18-19_TheMediaYearbook2021_MARNOX_PartnerContent.indd 19 14.04.21 10:21Leaning into virus means when things get bad – hopefully
giving us some room to anticipate and plan
2021 with
scenarios around ourselves and work.
RECONNECTING
There was one very specific area the
lockdown had a big impact on, and that
hope and eyes
was connections with family and friends.
This has to do with how our humanity
manifests in ourselves and at work.
2020 brought us back to us. We often
throw around the word ‘ubuntu’, but
wide open
generally don’t really live its core. Last year,
however, was more ubuntu-esque – the
calls to check in on people, making sure
neighbours and strangers had food, drive-
through birthday celebrations, the deliberate
smiles with our eyes at the shops, the virtual
office awards, the funny (and embarrassing)
moments during Zoom calls, virtual baby
KAGISO MUSI looks back on the lessons – big and showers, the financial sacrifices many
made to save many ships, and the very
small – we learned in 2020, and how they can help many intentional moments of happiness
us navigate life and marketing this year. that were created.
THE LEVEL AT WHICH A
L
ast year, 2020, was a far cry on a mental roller coaster of emotions, BRAND PERFORMS HAS AN
from what we hoped for and many of which were negative. IMMEDIATE CONSEQUENCE
expected. It was the year we It became necessary to rethink our FOR THE POTENTIAL
toasted to ‘20-plenty’, but little did goals in order to create and maintain
we anticipate that the plenty we hope, do away with feeling rudderless TO RETAIN JOBS
were about to have was of a different and the fear of the unknown, and enter
kind. It was the year that brought us 2021 focusing only on what was within 2020 also reminded us of the value of our
Tiger King and a US election that felt our control. partnerships. We as an agency are proud
more like a farce. It was the year of Lockdown was thrust upon us and we that we have a literal open-door policy;
accelerated poverty and increased did not know what to expect, so we hurled every day is open day for our media
gender-based violence, and definitely ourselves into it without much of a plan. owners. During lockdown, we lost good
a year of many life lessons. Now we have the opportunity to plan a ground on the day-to-day interactions that
It also spelled the beginning of a little better. We have the advantage of had been built in the office where media
beautiful journey of self-discovery and experience and knowledge of what this owners could pop in without a meeting,
building foundations for some, as well just to have a chat.
as birthing many a home chef and This resulted in media owners only
TikTok artist. IT BECAME NECESSARY TO engaging with us when they, or we,
Over and above the negative state RETHINK OUR GOALS IN ORDER requested a meeting. Without the daily
of our economy from previous years, TO CREATE AND MAINTAIN open-door interaction, media owners lost
the unprecedented upheaval of the touch with our clients’ immediate needs
HOPE, DO AWAY WITH FEELING
IMAGE: SUPPLIED
Covid-19 pandemic had serious social and we lost touch with immediate updates
and economic effects for us both RUDDERLESS AND THE FEAR on their innovations, ideas and them
individually and collectively, setting us OF THE UNKNOWN catching briefs ‘in the air’.
20 I T H E M E D I A Y E A R B O O K 2 0 2 1 themediaonline.co.za
20-21_TheMediaYearbook2021_MediaAgencySA.indd 20 08.04.21 11:24MEDIA AGENCY SOUTH AFRICA
This is why water cooler moments potential to retain jobs. Never has
are a thing: there are worthy insights this been more pronounced and clear Kagiso Musi is group managing director
of Meta Media South Africa, which focuses
one gets from ‘random conversations’ than now. on analysing and uncovering insights
that no brief can provide. As we continue to navigate 2021, from the most granular forms of data, and
So, starting at the end of 2020 and the focus should be beyond marketing utilising that data to help clients win. A
going forward into 2021, one of our goals metrics and questions, and rather on an graduate of the AAA School of Advertising,
Wits Business School and University of
was to be proactive about continuous appreciation by marketers and agencies
Roehampton, Musi is also a member of
engagement beyond ‘the brief’ – a specific alike of pure business survival and the MAC Transformation Charter Council
engagement for ourselves and our media understanding what it takes to ensure that and a trustee on the board of Young
owner partners. This represented a win survival. This is what our business goals Entrepreneurs South Africa, a member of
for them, a win for us and, more should be built around as agencies, and the G20 Young Entrepreneurs’ Alliance.
importantly, a win for our clients. specifically as media agencies. The triad
relationship of client/agency/media
owner cannot exist if one of
STARTING AT THE END OF the legs is broken.
2020 AND GOING FORWARD So this year, let’s
INTO 2021, ONE OF OUR lean in to hope,
but let’s do it
GOALS WAS TO BE PROACTIVE with eyes wide
ABOUT CONTINUOUS open, and
ENGAGEMENT BEYOND include scenario
‘THE BRIEF’ planning
against what
we now
BEYOND MARKETING METRICS know about
On the client side, never has there the effects
been more of a time for agencies to of the virus on
act as an extension of the marketing ourselves, our
department than now (and for the colleagues, our
client to be willing for that to happen). brands and our
Being flung into uncertainty for the industry. This will allow
brands we represent, together, has us to react better as the
brought us much closer. Now more effects of the virus have their
so than ever before, the sales funnel way with us, and indeed also
holds specific importance for marketers prepare us for future shocks.
and agencies alike. We have seen many
good businesses close shop, go into Kagiso
business rescue or reduce budgets Musi
to shadows of their 2019 scales –
this has become about brand survival.
The general consensus is that
businesses in ICU generally do away
with marketing budgets, which means
reduced marketing teams, which means
no requirement for agency partners
(try as we might, scientifically proven,
to convince clients that in a recession
IMAGE: SUPPLIED
brands that spend, thrive). The level
at which a brand performs has an
immediate consequence for the
themediaonline.co.za T H E M E D I A Y E A R B O O K 2 0 2 1 I 21
20-21_TheMediaYearbook2021_MediaAgencySA.indd 21 08.04.21 11:242021 and
#MediaThatMatters:
an important year for
the media industry
We all know how powerful media can be.
ROXANNE BOYES contemplates what we could
achieve if we used that power for good.
SOCIAL MOVEMENTS
One example, which affected all African
T
nations, was the #BlackLivesMatter
his article is not about media Habitual nature stopped. movement. It questioned and reset social
trends or forecasts for the And for the first time in years, we conversations, opinions and behaviour
coming year, as I’m sure were present, as the silence awakened surrounding deeply embedded social
there will be countless loud thoughts and reflections. You might constructs. This affected hundreds of
prediction pieces written think that people – or as we like to call millions of people today, as well as
on that. It’s about something of far them, consumers – have thoughts all the their futures and the futures of the next
greater importance: our position and time, but this was different. Consumption generations to come.
our purpose as people within the was replaced by contemplation, which The movement reflected a similar
media industry. became a catalyst. pattern to that of the #MeToo movement,
It’s a topic rarely discussed in annual It was this collective awareness and which collectively empowered women,
reports, but a critical component of the mindfulness of these thoughts that their bodies and their rights.
our next steps into 2021. shook the world harder than any The same applies to the various
Last year was undoubtedly different, pandemic ever could. micro-movements that developed
we are all well aware of that, but what These thoughts traversed the globe during Covid-19 promoting care for
made it profound was the silence that through media, and then became actions – all, especially the vulnerable and the
submerged society. Billboards projected actions that shape-shifted social structures weak with #StaySafeStayHome and
to empty highways, newspapers were and will be recorded in history books for #FlattenTheCurve, which encouraged love
left untouched shelf upon shelf, coffee generations to come. Our world was in for thy neighbour, shifting from a local to
machines in once-crowded cafés clear need of mass change on multiple national and then international scale.
IMAGE: SUPPLIED
collected dust, and shopping centres had fronts and this is where the media These movements developed in a
not one pair of feet amble through their industry stepped up, in full force. matter of days and created ripples that will
aisles to pop a product in a trolley. This is what blew me away last year! last lifetimes. That is the power of media!
22 I T H E M E D I A Y E A R B O O K 2 0 2 1 themediaonline.co.za
22-23_TheMediaYearbook2021_MediaAgencyAfrica.indd 22 08.04.21 11:25MEDIA AGENCY AFRICA
And if we do not proactively act on
IF WE CHOOSE TO CREATE this position of great potential in a way
COLLECTIVE CHANGE AS that moves our world forward, our
STRATEGICALLY AS WE upcoming consumers, the Generation
LAUNCH A NEW BEER, THEN Zs of the world, are well aware of our
position and will soon hold enough
WE COULD BE IN FOR AN purchasing power to demand it. If
ASTOUNDING NEW REALITY anything, that in itself is one of my
forecasts for the near future.
Media, the most influential
WITH GREAT POWER… platform on earth, can and should
You, reading this article right now, work be used for so much more than
in an industry that is the agent for the selling products and posting selfies.
change we so critically need in the world. It has the potential to be the biggest
This is how we need to approach 2021 – catalyst for human connection
with knowledge of the influence, power and change, and we know it.
and responsibility we hold in our hands. It’s a platform we have perfected
What if we used the same media and chosen as our profession, so how
channels and communication strategies now can it contribute towards our
currently being used to convince people individual and industry purposes?
to exchange their hard-earned income It’s a very big thought, but we
for a soda also to convince millions are very big by nature, and as the
of people to buy and plant one tree voice of the largest brands in
seedling? What if we used the same he world we now need our
media channels and communication own voice, hopefully one that
strategies currently being used to can add significant value.
make certain brands social status So, as we look to revive,
symbols also to make single-use recalibrate and refresh our
plastic and littering socially taboo? industry post this pandemic,
let’s do so in a manner
that makes the
MEDIA, THE MOST next movement
INFLUENTIAL PLATFORM ON #MediaThatMatters,
EARTH, CAN AND SHOULD shall we?
BE USED FOR SO MUCH MORE
THAN SELLING PRODUCTS Roxanne
AND POSTING SELFIES Boyes
There are many issues that need
to be solved, some so widespread
Roxanne Boyes is a media strategist who
that it seems almost impossible, but
has spent time studying the faculties of
we have found the power to create economics, environmental and behavioural
such large shifts before, so it only makes sciences and marketing. She is based in
sense that we continue to find the power Kenya, and splits her time between her first
to shift them in a positive direction in love – strategy – and spearheading Vizeum’s
SME incubator within East Africa. Since the
the future. If we choose to create
IMAGE: SUPPLIED
very start of her journey, she has set her
collective change as strategically as we focus on the African continent as a strategist
launch a new beer, then we could be working across 27 different regions.
in for an astounding new reality.
themediaonline.co.za T H E M E D I A Y E A R B O O K 2 0 2 1 I 23
22-23_TheMediaYearbook2021_MediaAgencyAfrica.indd 23 08.04.21 11:25How agencies and
brands can build highly
successful relationships
BENOIT CACHEUX examines how in-housing affects the
relationship between agencies and clients.
I
recently had the pleasure of joining working together as a joint team. CLIENTS RECRUITING MEDIA
an agency-brand fireside chat at It could be called in-housing, but we TALENT FROM AGENCIES: AN
the latest Programmatic Pioneers see it as a positive evolution of the OPPORTUNITY OR A THREAT?
virtual event, titled ‘Thinking agency and client partnership. It’s an interesting evolution as it
partnership, not service: How can means the marketplace is becoming
agencies and brands build collaborative ACHIEVING INTEGRATION AND progressively more competitive for
relationships to ensure mutually beneficial ALIGNMENT BETWEEN IN-HOUSE recruitment. Traditionally, we had to focus
and highly successful alliances?’ Andrew AND AGENCIES on being attractive versus other agency
Lowdon, director of agency services The better models for in-housing have groups. We now have to be competitive
at ISBA, moderated the event. I was this integration and alignment at heart, in a wider context. However, being
joined on screen by Richard Bettinson, so if there’s a single best practice, it is a glass-half-full sort of person, I see this
director of media strategy and planning the focus on ensuring that agency teams as extremely positive: increased expertise
for EMEA at Hilton. These are some of are closely connected to in-house teams, on the client side allows us to have
the areas we discussed. rather than in-house teams working more sophisticated conversations, do
more directly with clients’ teams. This more innovative things and generally
ACCELERATION OF THE IN-HOUSE connectivity drives not only best practices move faster.
TREND AND THE ROLE OF AGENCIES such as better audience planning, but also
The topic of in-housing has not taken reporting and analytics with more data WHAT’S THE MEANING OF
over our conversations with clients. consistency and campaign intelligence. TRANSPARENCY – THE MOST-USED
We still think it’s an important topic, The latter is critical in ensuring there is WORD IN MEDIA?
but the majority of our clients are not one version of truth across both the We want to ensure that our clients have
accelerating their shift to in-house agency team and in-house team. full visibility of how their marketing
models. We believe there’s a widespread budgets are invested, whether it’s for
realisation that taking all media in-house agency fees, media spend, tech costs, and
is a very difficult task in terms of talent, IF THERE’S A SINGLE BEST so forth. This is critical and one of the core
processes like finance and overall PRACTICE, IT IS THE FOCUS ON pillars of our organisation, Publicis Groupe.
ways of working. However, we are We completely agree that this is critical
ENSURING THAT AGENCY TEAMS
IMAGE: SUPPLIED
building hybrid models that create a in any agency/client relationship. Over the
much deeper connectivity, with teams ARE CLOSELY CONNECTED TO last few years, the focus has been around
made up of clients and agency talent IN-HOUSE TEAMS programmatic and transparency.
24 I T H E M E D I A Y E A R B O O K 2 0 2 1 themediaonline.co.za
24-25_TheMediaYearbook2021_MediaAgencyGlobal.indd 24 08.04.21 11:26GLOBAL MEDIA AGENCY
Traditionally, agencies have been while managing directly their in-house INCREASED EXPERTISE ON THE
more concentrated on the demand side, activation of media.
but we have now taken an active stance
CLIENT SIDE ALLOWS US TO
on helping to solve transparency issues THE IMPACT OF IN-HOUSING AND THE HAVE MORE SOPHISTICATED
on the supply side. Zenith’s involvement AGENCY ROLE FIVE YEARS FROM NOW CONVERSATIONS, DO MORE
in the ISBA programmatic study is a As you’ve probably gathered, we do not INNOVATIVE THINGS AND
great testament to our commitment believe that all media will move in-house.
to transparency. However, we see a future where agencies GENERALLY MOVE FASTER
and clients work very closely together
THE ROLE OF DATA IN OUR THINKING, on defining the right integrated model. We’ve talked about hybrid models and we
NOW AND IN THE FUTURE see them as the future, where the ways
Data has played a central role for many of working and processes are engineered
years and has driven the growth seen in together, and they drive a much deeper
programmatic investments. However, level of connectivity between agencies
it’s true that we are seeing an and clients. This hybrid approach allows
evolution in its sophistication, with clients to focus on the performance of
an increasingly higher volume of their business, and agencies to provide
first-party data being used versus their expertise in strategy, execution and
the third-party variety. We’re technology as we increasingly move
seeing clients very focused to a world of automation.
on building second-party data
partnerships, which we believe
will be critical in the future and Benoit Cacheux is global chief digital
give brands partnering together a officer at Zenith. He is responsible for
helping define global clients’ acceleration
unique asset. We’re also gearing
plans when it comes to advertising in the
up for the changes coming with digital age. Cacheux’s focus ranges from
the gradual disappearance of building the right data and technological
trackers such as IDFA or third-party capabilities through to delivering new
cookies. Getting ready for this new operational models for media activation,
with the objective of driving superior
future now is essential! growth for global organisations from a
range of sectors such as FMCG, pharma,
GOING IN-HOUSE AND automotive, appliances, luxury, eyewear
LOSING THE BENEFITS OF A and beauty. He’s passionate about the
latest ways of driving commerce, and
CLIENT/AGENCY RELATIONSHIP innovation in marketing related to
If the client really wishes to go in-house, machine learning and blockchain.
we would always recommend
that they build their
in-house operations
with the support of
the agency, and
Benolt
effectively create a Cacheux
hybrid model where
the agency, in-house
team and client team
work together with
common goals. A
connected framework
IMAGE: SUPPLIED
would allow a client still
to benefit from their
agency’s expertise,
themediaonline.co.za T H E M E D I A Y E A R B O O K 2 0 2 1 I 25
24-25_TheMediaYearbook2021_MediaAgencyGlobal.indd 25 08.04.21 11:26You can also read
