Daily Sun targets readers in and around the major urban centres of South Africa. These readers are predominantly black, English literate with a minimum high school education, working class earners - the economic core of South Africa. Daily Sun readers are progressive in their outlook, open to new experiences and eager to explore the opportunities the new social, political and economic environment offers.

They are the major beneficiaries of change in this country. Their living conditions and general standard of living changed almost overnight as access to housing, electricity, running water, job opportunities and minimum wages came sweeping through under a new democratic government. Our reader thrives under these conditions and will typically take advantage of these opportunities in order to improve his or her general well-being.