Cape Town Etc
Cape Town Etc is a Cape Town-based digital news and lifestyle publisher (founded 2014) that runs a daily WordPress site, print magazine, social channels, and newsletter, monetizing primarily through digital advertising, sponsored content, and an affiliate partnership with Daddy's Deals for Western Cape advertisers.
- Company typePrivate
- Founded2014
- HeadquartersCape Town, South Africa
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Cape Town Etc does
Geographically the company is concentrated in the Western Cape, South Africa, with no disclosed international operations, no external institutional investors, no public listing, and no funding rounds in the source material. The 51–100 employee headcount and daily publishing cadence position it as a mid-sized local media operator rather than a national broadcaster or digital-native startup. Revenue is not publicly disclosed. Strategic posture to date has been incremental: extending from a single-city digital site into print, video, affiliate commerce, and a cross-promotional media network with Joburg ETC, while outsourcing platform and sales infrastructure to Habari Media rather than building proprietary technology.
Cape Town Etc firmographics
Firmographics- Name
- Cape Town Etc
- Legal name
- Highbury Media (Pty) Ltd
- Website
- https://capetownetc.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Cape Town Etc is a Cape Town-based digital news and lifestyle publisher (founded 2014) that runs a daily WordPress site, print magazine, social channels, and newsletter, monetizing primarily through digital advertising, sponsored content, and an affiliate partnership with Daddy's Deals for Western Cape advertisers.
- Ownership category
- akta.pro rank
Cape Town Etc industry classification
Industry- Product category
- Local Digital News & Lifestyle Media
- NAICS
- Periodical Publishers (513120), Periodical Publishers (51312), Advertising Agencies (54181)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- News, Politics & Current Affairs Magazines (MPAJAEAO)
Keywords
Where Cape Town Etc is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
Cape Town Etc business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Digital Advertising: The primary revenue stream. The site offers six digital site banner sizes at various budget levels (including standard 728x90), custom social campaigns, magazine inserts, competitions, events, and branded videos for advertisers.
- Sponsored Content: The site publishes sponsored articles and content from advertisers. The sponsored archives span over 94 pages, indicating significant sponsored content volume.
- Deals/Affiliate Partnerships: Partnership with Daddy's Deals for deals and accommodation offerings, providing affiliate/referral revenue opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Digital advertising packages |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Cape Town Etc product offering
Product offeringCore offering
Cape Town Etc publishes a daily-updated digital news and lifestyle website (capetownetc.com) covering Cape Town news, culture, food and drink, events, health, wellness, sports, and things to do. The business monetizes this audience primarily through digital and print advertising (display banners, sponsored content, magazine inserts, branded videos, competitions), and operates a companion print magazine (Cape Etc Magazine), an email newsletter, and affiliate deals partnerships.
Product overview
Cape Town Etc operates as a digital-first local media platform with a companion print magazine. The core product is CapeTownEtc.com, a daily-updated news and lifestyle website covering categories including news, culture, food and drink, events, health, wellness, sports, and things to do. The offering extends to the Cape Etc Magazine print publication, digital and print advertising services for businesses, email newsletter subscriptions, and sponsored competitions. The platform also features a sponsored content archive spanning 94 pages.
Differentiator
Problem solved
Functional benefit
Products and services
- capetownetc.com digital news and lifestyle website Daily-updated WordPress-based website publishing editorial content covering Cape Town news, culture, food and drink, events, health, wellness, sports, and things to do; targeted at Cape Town residents and visitors.
- Cape Etc Magazine Print magazine featuring editorial content about Cape Town's offerings, available for subscription through HMSHOP.
- Digital and print advertising services Advertising solutions for local Cape Town businesses offering digital site banners, sponsored content, social campaigns, magazine inserts, competitions, events, and branded videos, priced on a quote basis.
- Email newsletter subscription Email newsletter delivering curated Cape Town news, events, and lifestyle content to subscribers.
- Sponsored competitions and giveaways Sponsored competitions and giveaways offering prizes to readers, governed by Highbury Media's terms and conditions.
Companies that use Cape Town Etc
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Cape Town Etc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cape Town Etc partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Daddy's DealscoreDaddy's Deals is prominently featured in the navigation menu as a partner for deals, accommodation, romantic getaways, food and drink deals, experiences, and health and wellness offerings. The partnership provides additional revenue through affiliate marketing and deals.
- Habari MediacoreHabari Media is listed in the footer as the company powering the website. They can be contacted at 15th Floor, The Box, 9 Lower Berg Street, Cape Town, 8001. Habari appears to be the parent or technology/marketing partner for the site.
- Joburg ETCminorCross-promotional partnership with Joburg ETC (joburgetc.com) for news content covering Johannesburg. Listed as a related site in the navigation.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Cape Town Etc competitors and assessment
Company assessmentDirect peers
- Daily Maverick: Daily Maverick is a leading South African digital news publisher with a subscription and advertising model serving national and regional readers. Comparable in being a digital-first South African news brand competing for advertiser attention.
- Joburg ETC: Joburg ETC is Cape Town Etc's sister publication under the Highbury Media portfolio, covering Johannesburg with the same news, events, food, and lifestyle digital-first model. Direct peer in format, audience, and revenue mix.
- Getaway Magazine: Getaway is a long-standing South African travel and lifestyle magazine and digital publisher covering destinations, hotels, and experiences - including Cape Town. Comparable in targeting travel/tourism advertisers with editorial + sponsored content.
- Food24: Food24 is a South African digital food media brand under Media24 covering recipes, restaurants, and food culture with advertising and sponsored content. Comparable as a digital vertical lifestyle publisher monetizing via ads and brand sponsorships.
- Eat Out: Eat Out is a South African restaurant discovery and food review platform that monetizes via advertising and promotions targeting F&B audiences. Comparable in covering the dining/restaurant vertical for local consumers and selling sponsored content to restaurants.
Broad incumbents
- Independent Online (IOL): IOL is a major South African digital news publisher covering national and regional news including Cape Town. Comparable as an incumbent digital news and lifestyle publisher competing for advertisers and readers across SA.
- News24: News24 is the largest digital news publisher in South Africa, part of Media24, covering national and regional news with display and sponsored advertising at scale. Broader incumbent competing for the same Cape Town audience and ad budgets.
- EWN (Eyewitness News): EWN is the digital arm of Primedia Broadcasting's news coverage, offering South African news online with advertising. Comparable in being a digital-first South African news brand competing for local advertisers.
Regional players
- Time Out Cape Town: Time Out operates a global city-guide franchise covering Cape Town as a regional/local edition with editorial listings, reviews, and advertising. Comparable in monetizing Cape Town's restaurant, nightlife, and attractions scene via display and sponsored content.
Others
- Daddy's Deals: Daddy's Deals is Cape Town Etc's affiliate/deals partner, operating a South African deals marketplace. Listed here because it is a co-marketing partner and adjacent commerce layer rather than a news competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cape Town Etc social profiles
Digital presenceCape Town Etc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cape Town Etc leadership team
Management profileNumber of profiles
Profiles2 records
Cape Town Etc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cape Town Etc M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cape Town Etc
What does Cape Town Etc do?
Cape Town Etc publishes a daily-updated digital news and lifestyle website (capetownetc.com) covering Cape Town news, culture, food and drink, events, health, wellness, sports, and things to do. The business monetizes this audience primarily through digital and print advertising (display banners, sponsored content, magazine inserts, branded videos, competitions), and operates a companion print magazine (Cape Etc Magazine), an email newsletter, and affiliate deals partnerships.
Is Cape Town Etc a public or private company?
Cape Town Etc is a private company. It is classified as corporate owned and is currently operating.
When was Cape Town Etc founded?
Cape Town Etc was founded in 2014. It employs 51 to 100 people.
Where is Cape Town Etc based?
Cape Town Etc is headquartered in Cape Town, South Africa, in the Africa region.
How does Cape Town Etc make money?
Three revenue lines are on record. Digital Advertising is the primary driver. The others are sponsored Content and deals/Affiliate Partnerships.
Who are Cape Town Etc's main competitors?
Direct peers on record are Daily Maverick, Joburg ETC, Getaway Magazine, Food24 and Eat Out. Broad incumbents are Independent Online (IOL), News24 and EWN (Eyewitness News). Time Out Cape Town is listed as a regional player. Daddy's Deals is listed as an others.
Does Cape Town Etc have an API?
No public API is recorded for Cape Town Etc.
What industry is Cape Town Etc in?
Cape Town Etc's product category is Local Digital News & Lifestyle Media. Its primary akta.pro industry code is MPAJAEAO, News, Politics & Current Affairs Magazines. Its NAICS code is 513120 and its SIC code is 2721.