The Sunday Times, the country's most popular weekly newspaper, now reaches more than four million readers every week.
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According to the latest All Media and Products Survey (AMPS), released on March 29, the paper's readership has jumped by 6.3%, from 3.9 to 4.2 million, in the past six months.
Avusa Media's editor-in-chief, Mondli Makhanya, said the growth was due to the newspaper's focus on: "Breaking big stories, accuracy and never, ever, boring our readers".
"We have top-rate journalists who have been able to break stories that have dominated South African conversations," he said.
In recent months the Sunday Times has set the news agenda, breaking stories like President Jacob Zuma's love child, ANC Youth League leader Julius Malema's involvement in tender deals and former Eskom boss Jacob Maroga's demand for an R85-million payout.