Printing, Distribution, Circulation and Marketing of the Grassroots Press in South Africa

This report, published by the Media Development and Diversity Agency (MDDA) in South Africa, looks at how to solve problems associated with printing, distribution, circulation, and marketing in grassroots press. It can also be seen as an attempt to lay out a comprehensive roadmap for small publishers, though the authors admit that a lot of detail remains to be filled in.

According to the report, the methodology for data-gathering was simply designed to define problems and seek solutions for them. Researchers approached key informants for their insights, drew lessons from case studies, read and analysed articles and documentary evidence about the small print sector, compiled a database of issues, searched the internet, corresponded with international experts and organisations, and brainstormed the findings. The aim was to define problems that could be solved through collective action - by the MDDA or by means of alliances with other sectors and organisations. The authors found that a great deal of research had already been done into the grassroots media in South Africa and abroad, and the best thing this report could do would be to pull the information together and spell out the lessons.

Key findings outlined in the report include the following:

• Communication: Better communication is necessary all round. Business analysis and consultation with the publishers go hand in hand. A sector forum is vital. Improved relationships with mainstream publishers must be sought.
• Sector interactions: Sector representatives need to convene for a series of discussions about sector identity and goals. From the start, the definition of the sector has proved problematic, and it is a fact that no "sector chamber" that has the support of all players currently exists to give voice to sector issues.
• Synergies with the mainstream: MDDA needs to seek partners in the process of sector advancement, and the first stop is the rest of the media industry: mainstream press groups, broadcasters, marketing and advertising companies, and government communication services. Synergies sought at this macro level will play out at the sectoral and enterprise level as grassroots publishers reap the benefits of better relationships.
• Training functions: Human resource development is the foundation of everything else. Researchers found that the grassroots print sector is lacking skills in many areas, from troubleshooting printing-related problems to implementing marketing campaigns.
• Information about services: Channels of communication are needed between grassroots publishers themselves and their key stakeholders, suppliers, media buyers, and other clients. Commercial facilities linking the grassroots to other businesses need to be established in the most direct and functional ways: digitally, via e-commerce. Business efficiencies must support the whole system of gathering and displaying information, trading in the marketplace, and building services for the grassroots.

The report also stresses that the MDDA itself needs to re-examine its budget allocations for grassroots press in order to more effectively provide for the needs of this sector.