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South Africa’s leading commuter media company ComutaNet joined forces with popular magazine Real, to host Tiger Brands’ Media Day where new and pioneering trends in the black mass market were divulged. ComutaNet and Real Magazine provided Tiger Brands and OMD Media Direction a backdrop to investigate the latest insights into this market’s behaviour and spending patterns.

The day saw ComutaNet engaging Tiger Brand’s marketers with state of the art media initiatives, such as a bus ride, an opportunity to experience various interactive promotional platforms, Rank TV and Star Radio. Similarly, Real magazine Managing Director, Jonathan Harris offered an enticing look at female consumer groups.

The Tiger Brands Media Day cemented media partnerships and identified a common goal between the companies, both seeking a more insightful look into this market. According to Harris, the Media Day was a vital activity. “As the publisher of Real magazine I am continuously looking for ways to add value to our clients and develop broader based partnerships which assist advertisers to generate higher return on ad investment. The opportunity to join forces on Tiger Brands’ Media Day with ComutaNet met these goals.”

Craig Doubtfire, ComutaNet’s General Manager of Sales, adds that by tapping into the expertise of Real magazine and ComutaNet, marketers were offered a keen understanding of how to reach and communicate with the valuable commuting consumer. Harris presented fresh market research that examined high and low return consumers and how they consume media based on the premise that attitudes and behaviour transcend demographics.

Uschi Kessler, Unit Director of the Tiger Brands Group was impressed by the media day’s innovative and thought provoking content. “What made this day valuable is that we were given an opportunity to experience ‘first hand’ most of ComutaNet’s media platforms. Our day began with a bus ride to ComutaNet’s offices in Sunninghill where we were met by a mock taxi rank surrounding which set the tone for the day’s proceedings.”

According to Doubtfire the best way to advance a company’s future is to surround oneself with like-minded people. “In a knowledge-based, networked economy it is important to harness the power of long-term, mutually beneficial media relations. There is enormous value in the partnership that exists between ComutaNet, Tiger Brands and OMD.”

ComutaNet, a wholly owned Primedia Limited subsidiary, offers South African marketers access to more than 20 million economically active adults on a daily basis. ComutaNet's eleven proven media platforms include Rank TV, Star Taxi Music, Commuter FM, Star Radio, Taxi, Bus, Train and Trailer Advertising, Commuter Outdoor platforms and Interactive Promotional Campaigns.