Sunday World, with its tabloid format, is easy to page through, portable and its editorial focus reflects the world of the young, aspirational black consumer – that of racy infotainment, celebrities, sport and gossip (shwashwi), shebeen & dining guide, and specialist pages of fashion, beauty, health, motoring and money.

It reports on broader news in South Africa as well as the local community, with an upbeat style, and manages to obtain a balance between the need for information with the need for entertainment.