Digital billboard keeps Sowetan in hearts and minds of people

Commuters, vendors agree the paper sparks banter

The Noord Taxi Rank in Johannesburg's CBD has stood the test of time as a connecting public transport hub flooded daily by thousands of people travelling to work, school and shopping.
The Noord Taxi Rank in Johannesburg's CBD has stood the test of time as a connecting public transport hub flooded daily by thousands of people travelling to work, school and shopping. (Thulani Mbele)

The Noord Taxi Rank in Johannesburg's CBD has stood the test of time as a connecting public transport hub flooded daily by thousands of people travelling to work, school and shopping.

Here, many commuters forge friendships in staggered encounters of 15 minutes or so a day - the time it usually takes most workers to get off one minibus taxi and connect to another - to work or home.

Some of the friendships are formed over reading newspapers like Sowetan, football banter or small talk on politics amid the buzz and bustle of down town Johannesburg. And adding to the buzz lately, is a Sowetan digital billboard beaming the daily headlines from a building on Klein Street to stir the conversations even further. 

A taxi commuter from Naledi, Soweto, who asked not to  be named and who works as a receptionist in Boksburg, East Rand, said she enjoyed reading Sowetan on her way to work.

“When I go to work, I manage to buy my Sowetan here at the taxi rank before I get into the taxi. I read it in the taxi while on my way to work. I have been reading this newspaper for five years, so it helps me to get informed about the news around me," she said. “I like reading about public transport news and look for any job vacancies that are available."

Sikhangele Mafu, 41, street vendor at the taxi rank  and an Orlando Pirates supporter, said he bought the Sowetan copy to keep up to speed with local football coverage and the billboard reminded him daily that he needed to get his copy.

“I am able to go to people who sell the newspaper around the taxi rank and get it. I have been reading this newspaper for more than 11 years. I read it for sport news. I like reading about soccer. I am an Orlando Pirates supporter. So, I love reading about our local soccer,” said Mafu.

“There are many people around here at the taxi rank who sell Sowetan. They are always available. They are located at different corners. This place accommodates me and I am able to get my Sowetan. I do not have to travel long distances to get it.”

For Vincent Vasco, of  Diepkloof, Soweto, Mondays and Fridays copies of Sowetan were the most sought-after.

“I read the newspaper for sport like soccer. Sometimes I check out the horse racing and sport betting sections,” said Vasco.

Street vendor Musa Kubheka said he enjoyed a little banter with friends after reading about politics.

“I like reading about general news and politics. This is what I prefer,” said Kubheka.

Last week, Kubheka said she learnt with sadness from a Sowetan story that Mpho Mathibela, the only surviving twin who together with her sister Mphonyana were joined at the head during their birth in 1986, had died.

The famous twins were separated in 1988 after a successful operation at the Chris Hani Baragwanath Academic Hospital, but Mphonyana died a year later after an illness.

“I didn’t know about them. I didn’t know that the other twin was still alive all along. This was a fascinating story,” said Kubheka.

For commuter Sthembile Kheswa, 27, of Naledi, Soweto, substance abuse stories are much more closer to her heart as she has witnessed many youngsters falling for drugs who need help.


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