|Anyone who has ever heard a street seller exhorting passers-by to buy the “Argie” will know that the Cape Argus brand has been burnt into the consciousness of the Western Cape community. In fact, the “Argie” is up there with the other attractions of Cape Town such as the Waterfront and Table Mountain.That strong brand and the publishing of quality, issues-driven newspapers every afternoon have established the Cape Argus as the market leader in the lucrative Cape Peninsula market.The Cape Argus is a quality afternoon newspaper unashamedly aimed at Cape Town’s broader middle classes. A typical reader of the newspaper is community focused, pragmatic, concerned about the city and country’s problems but wants solutions. Many Cape Argus readers are independent minded and have an entrepreneurial flair.
Our newspaper’s aim is to live up to the dictionary meaning of its name, Argus, by truly being that fabulous person with a hundred eyes, that watchful guardian over people, places and events primarily in the area between Table Mountain and Hottentots-Holland and the two oceans.
|Pick n Pay have been sponsors of the Cape Argus Pick n Pay Cycle Tour for seventeen years and in that time have seen it grow into the biggest event of its kind in the world – a position all South Africans can be proud of. The motivation behind our sponsorship of the Cycle Tour is three fold.The key attraction to the event is the fact that a great deal of money is raised for both charities and service organisation projects. Pick n Pay have a policy of supporting the communities in which we operate as a way of giving something back to our customers.
The values adopted by the organising body, the Cape Town Cycle Tour Trust, mirror those of Pick n Pay’s own values making it a perfect brand fit.Secondly, we support sporting events as we believe that they have a unifying effect on people and manage to bridge social and cultural gaps creating a togetherness otherwise difficult to achieve.Thirdly, though it is a regionally based event, it has a national appeal to cyclists and their families, many of whom are our shoppers. We support events like the Cycle Tour as they not only cater to the needs of the cyclists, but also those of their families right the way down to the tiny tots in the way of the Cape Argus Pick n Pay Tricycle and Junior Tour.