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. Sunday World is perceived as quite a serious, mature read, without being old-fashioned or boring. 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.