Considering the role and analysing the effectiveness of the media in covering issues of personal finance: the case of Huisgenoot (2007-2008)

There is a real need for the public to be informed about personal financial matters (such as debt, savings, life insurance and retirement). The media can play an important role in informing and educating the public in this regard. Over the last decade a number of general newspapers and magazines have realised this need. The functions of the media in this regard may involve providing information, education and/or advice. A number of important personal financial topics may be identified for the media agenda. The content of the reporting can be considered in terms of its significance, applicability and complexity. It is difficult to determine the characteristics of the audience. The media can improve its effectiveness in reporting on personal financial matters through such research.