Best-paid media strategy while still using newspaper advertising

■ Justin Samuel

In 2025, if you’re not combining digital with traditional media, you’re leaving money on the table.

Every small business in South Africa should know that there’s never been a better time to use the power of Independent Media newspapers and their online platforms – like IOL, Daily News, The Mercury, Sunday Tribune, The Independent on Saturday, Isolezwe and POST – to grow.

At Volt.Africa, we specialise in helping businesses scale using targeted paid media strategies. Whether you’re running ads in print or on high-traffic news sites, it’s not just about placing ads – it’s about placing smart, measurable, and engaging content in front of the right people.

Start broad, then refine. Begin with broad targeting – think age, gender, and location. Pair that with creative testing: Develop four distinct ad variations per month. Each should have different headlines and visuals. After 30 days, you will have valuable insights into which messaging works best with your audience.

From there, you can refine your ­targeting and creativity to maximise ROI. This data-driven approach allows small businesses to advertise more efficiently – spending less while earning more. Why Combine Print with Digital?

Print builds trust. Digital drives action. When used together, they create a full-funnel strategy – catching your audience’s attention in print, then converting them online.

Independent Media’s newspapers are well-respected and widely read. Their online platforms deliver reach, retargeting capabilities, and performance tracking.

Partner with Specialists: As entrepreneurs, our strength lies in knowing when to partner with experts. At Volt. Africa, our strength is in performance-driven digital marketing.

We bring the technical skills – like SEO optimisation and ad analytics –that complement your deep knowledge of your product or service. Together, we can turn browsers into buyers and clicks into customers.

■ Justin Samuel is the Business Development Manager at Volt.Africa

*The opinions expressed in this article does not necessarily reflect the views of the newspaper.

DAILY NEWS