Pendoring is an important showcase to the world, says Tim du Plessis, executive editor of Afrikaans newspapers at Media24

Posted: June 19, 2013

“The Pendoring Advertising Awards must keep their emphasis on Afrikaans creativity  as Afrikaans shares a large advertising stage where English dominates,” says Tim du Plessis, executive editor of Afrikaans newspapers at Media24.  “It is on this stage that Pendoring shines a special spotlight on Afrikaans.”

Rapport and Beeld once again give their full support as gold sponsors to the Pendoring Advertising Awards, which will for the first tim du plessistime this year have two panels of judges to determine the most creative and outstanding advertising work in Afrikaans and truly South African advertising.

“Afrikaans newspapers play an important role in the market when it comes to the dissemination of important information, which includes commercial messages. These newspapers are top quality products that have to satisfy the editorial needs of a very specific market. Advertisements in these newspapers must therefore satisfy the opportunities that are created in this niche market and add value to the existing editorial work. A bad or weak advertisement doesn’t just cripple the product, service or brand being advertised, but also affects the overall quality of the publication in which it appears.”

Beeld’s nearly 513 000 daily readers and Rapport’s more than 1 million weekly readers prove that there is a great demand for the editorial content of these newspapers.

“Although the digital frontier is the main priority for most media companies at present, advertising in the digital sphere hasn’t been nearly as large or lucrative as it is in printed media.”

According to Du Plessis, the reason for this is because print media are far more familiar territory to advertisers. “But this will change rapidly,” he says, “as advertising in the digital realm becomes more important to soon reach critical mass.”

On the subject of mother-tongue advertising, Du Plessis says: “Everywhere in the world the value of mother-tongue advertising is respected and appreciated. However, a benevolent ignorance exists in South Africa, as there is a docile assumption that, surely, all South Africans understand English.   

“Understanding is one thing, but appreciate is something completely different. People appreciate it more when they are addressed in the language of their hearts. It can also increase the chances of attaining commercial success,” says Du Plessis.

On being asked about the meaning of respect, Du Plessis replied that it is to view and appreciate people and things in their entirety and in context, without any prejudice. “Respect is something that you give unconditionally, without expecting anything in return. But usually, if you give it, you will also get it.”

Du Plessis believes that, in conjunction with each other, editorial contributions and advertisements in Afrikaans deliver a statement about the value of the language. “People create in Afrikaans, trade in Afrikaans and express themselves in Afrikaans: it involves more than just knowing, reading and understanding the language.”

“Pendoring is an important showcase to the world. It is where creatives come and say: ‘Here we are! Look at how remarkable we are with our creative work across all platforms – in Afrikaans.’ With truly South African words, expressions, phrases and ideas, we communicate to a very loyal market that will show its appreciation for talking to them in their language by opening their wallets.”

Du Plessis’ advice to creatives in the industry is to create original, high-quality advertising that speaks to the hearts of the loyal Afrikaans market.

The closing date for entries is 15 July 2013. Visit  www.pendoring.co.za to submit entries and look out for the announcement of the finalists on 27 August.

Pendoring is ‘n belangrike vertoonvenster aan die wêreld, sê Tim du Plessis, hoof van Afrikaanse koerante by Media24.

“Die Pendoring Reklametoekennings moet die fokus op Afrikaanse kreatiwiteit behou, gegewe die feit dat Afrikaans op ‘n groot reklameverhoog speel waar Engels oorheers, ” sê Tim du Plessis, uitvoerende redakteur van Afrikaanse nuus by Media24. “Op dié verhoog laat Pendoring ‘n spesiale kollig op Afrikaans val.”

Rapport en Beeld gee vanjaar weer hul volle steun as goue borge van dié reklamepryse wat nou ‘n paar nuwe danspassies in sy 19de bestaansjaar uithaal.

Een daarvan is die aankondiging van twee beoordelaarspanele om vanjaar se mees skeppende en uitnemende advertensies in Afrikaans en eg Suid-Afrikaanse reklame te bepaal.

“Afrikaanse koerante speel op ‘n baie besige markplein waar belangrike boodskappe, wat kommersiële inligting insluit, oorgedra word. Die Afrikaanse koerante is gehalte-produkte wat moet voldoen aan die redaksionele behoeftes van ‘n besonder spesifieke mark. Advertensies in dié koerante moet dus nie net voldoen aan die geleenthede wat in die nismark geskep word nie, hulle moet ook waarde toevoeg tot die reeds bestaande redaksionele inhoud. Sodra ‘n advertensie swak is, doen dit afbreuk aan die produk, diens of handelsmerk wat geadverteer word én aan die algehele gehalte van die publikasie.”

Beeld se daaglikse lesers van nagenoeg 513 000 en Rapport se meer as 1 miljoen weeklikse lesers toon duidelik daar is ‘n sterk vraag na die redaksionele inhoud van dié twee koerante.

“Hoewel digitaal tans ‘n groot prioriteit vir alle mediamaatskappye is, is reklame in die digitale sfeer nie naastenby so omvangryk en winsgewend soos in die gedrukte media nie.”

Volgens Du Plessis is dit omdat die gedrukte omgewing bekender is vir adverteerders. Dit is egter besig om vinnig te verander. Advertering in die digitale ruimte raak al hoe belangriker en is op pad om kritieke massa te bereik.

Oor moedertaalreklame sê Du Plessis: “Wêreldwyd word die waarde daarvan gerespekteer en gewaardeer. Weliswaar heers daar in Suid-Afrika ‘n welwillende onkunde oor moedertaalreklame weens die gedwee aanvaarding dat almal in Suid-Afrika mos Engels verstaan.

“Verstaan is egter een ding. Waardéér is iets anders. Mense waardeer dit as hulle in hul hartstaal aangespreek word. Dit kan die kans op kommersiële sukses verhoog,” sê Du Plessis.

Gevra na die essensie van respek, sê Du Plessis dit is om mense – alles – in hul totaliteit en in hul konteks te sien en te waardeer sonder vooroordeel. Respek is iets wat ‘n mens onvoorwaardelik gee en niks terug verwag nie. “Maar gewoonlik kry jy dit as jy dit gee.”

Du Plessis meen redaksionele bydraes en reklame in Afrikaans maak ‘n stelling oor die waarde van die taal. “ ’n Mens skep in Afrikaans, dryf handel in Afrikaans en leef jou uit in Afrikaans. Dit gaan dus oor veel meer as bloot die taal ken, lees en verstaan.”

“Pendoring is ‘n belangrike vertoonvenster aan die wêreld daarbuite. Dit is waar skeppendes kom sê ‘Hier is ons! Kyk hoe merkwaardig is ons met skeppende werk oor alle platforms heen – in Afrikaans.’ Met eg Suid-Afrikaanse woorde, uitdrukkings, sinsnedes en idees praat ons met ‘n lojale mark wat die moeite wat jy doen om hul taal te praat, sal beloon met hul klandisie.”

Du Plessis se raad aan skeppendes in die bedryf is om oorspronklike gehalte-advertensies te skep wat met die hart praat van die lojale Afrikaanse mark.

Die sluitingsdatum vir vanjaar se toekennings is 15 Julie 2013. Besoek www.pendoring.co.za om in te skryf, en hou die media dop vir finaliste wat op 27 Augustus bekend gemaak sal word.