SA’s largest cinema chain, Ster-Kinekor Theatres, which is owned by Primedia, has decided to end its decades-long advertising in print newspapers, directing its clients to the Web and to mobile instead, according to a report.
iAfrica.com, also a Primedia property, said on Tuesday that Ster-Kinekor would no longer publish movie schedules in daily and weekly newspapers. “After months of careful consideration and analysis, we have reached the conclusion that our investment in this media channel is not bringing the attendance figures we had hoped,” Ster-Kinekor marketing executive Doug Place told iAfrica.com.
Place said the company’s core target market was reading fewer and fewer newspapers and was making its entertainment decisions based on online and mobile media.
According to iAfrica, newspapers affected are mainly in the Independent Group stable and include The Star, The Mercury and the Cape Times. — Staff reporter, TechCentral
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