Junk Mail Publishing is South Africa’s leading publisher in the Classified advertising industry, publishing various products through different Media such as print, World Wide Web, Mobile Web, SMS, and Phone.
History of the company
In 1992, South Africa the classifieds industry was dominated by large newspaper groups. In 1992 Classifieds were all proprietary. Classifieds were an essential component of profitability for the newspaper groups. However, in April 1992 a new classifieds advert concept came to the district of Gauteng. A French entrepreneur living in Finland, Gerald Coniel, backed by big German Classified group partnered together to launch the free advert classifieds publication in South Africa. The free advert concept is a very old concept, born in the 1970s in Canada and ignored for a long time. It became very popular in the 1980s in Europe. The concept giving free classifieds and selling the publication became very popular and successful. It worked all over the world, in Germany, Italy, South America and other countries.
A free ad paper is a very simple concept. Free adverts are given to private advertisers, published free of charge. The publication is sold to the public. Having adverts free of charge makes it very attractive. It’s free and very easy to use. Adverts are accepted via fax, phone or via the internet. This model ensures that the biggest amount of classifieds are published, making it attractive to prospective buyers buying the publication. Advertising space is sold to businesses / companies wanting advertising exposure to services and products that they are offering. Junk Mail started to provide their advertising services to the population of Gauteng province in 1992. The company was launched out of a garage in Pretoria. Advertisers were canvassed out of other publications. Since only 3 distribution companies existed in 1992 (all owned by big newspaper groups) Junk Mail launched its own distribution division in December 1992. In 1994 Junk Mail ceased canvassing operations for adverisers, only allowing callers to place their free adverts. By this time Junk Mail’s call center already had 10,000 adverts were being published weekly. This made the publication self sustainable, a community was forming and growing naturally and this meant that the free advert concept was finally working.
By 1995, 20,000 adverts were being published weekly. In 1995 Junk Mail Gauteng split up into 2 regions, 1 for Johannesburg, 1 for Pretoria. This was considered to be suicide by some people, but this was a success because Junk Mail is a community driven paper. Splittling the original Junk Mail Gauteng into 2 regions led to more copies being sold and more adverts being placed by advertisers. The Motor Mail supplement for the Junk Mail Publication was launched in the same year. In 1996 Junk Mail launched its publication for Kwazulu Natal. This meant that Junk Mail could now extend its distribution network beyond Gauteng’s borders. In 1997 Junk Mail Publishing launced the world’s first job classified free advert paper, Job Mail. This publication was published forthnightly. Job Mail is the only independent publication of its kind in South Africa (and weekly since late 2006). In 1998 Junk Mail Online was launched. Junk Mail Online was one of the first commercial websites in South Africa. Junk Mail Online is one of the top 10 visited websites in South Africa. After considering and re-evaluating all aspects of the Junk Mail publications for 6 months, the new look Junk Mail publications were launched in January 2001. Junk Mail Publishing also introduced an option to place adverts via SMS in 2002.
Junk Mail & CapeAds
Junk Mail is famous in South Africa for being the King of Classifieds. Users can advertise privately for free. There is no limit on the amount of adverts per advertiser. Users can place adverts via Call Center, fax, website, mobi website or SMS. There are 3 regional publications for Junk Mail: Pretoria (Northern part of the country), Johannesburg (Central part of the country) and KwaZulu-Natal plus the Eastern Cape. No vacancies for employment are advertised in the Junk Mail editions. Users are allowed to place adverts for “work wanted” (job seeker adverts) though.
Advertisers in the Western Cape Province of South Africa can advertise privately for free in the CapeAds. The same rules and advertisement procedures apply for CapeAds advertisers. Advertisements for employment vacancies are allowed for the CapeAds providing that the advertiser provides a basic salary for the position.