NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

Friday, August 17, 2007

Jos Kuper of South Africa’s Daily Sun on
Launching a ’Working Class’ Paper Market researcher Jos Kuper was head of marketing and media research for the South African unit of the Irish media chain Independent Group when she and Deon du Plessis unsuccessfully tried to interest that company in a tabloid aimed at working-class black South Africans. She later helped him pitch the project, successfully, to Naspers Ltd.

Ms. Kuper spoke via email with The Wall Street Journal’s David Wessel about her work with the Daily Sun and her approach to building a powerful news brand dedicated to the “working class black market.”

Read Full the interview here