This study employs the APPRAISAL framework (Martin and White, 2005) to explore the formation of an imagined community (Anderson, 1983) [of readers] in ten of the South African Daily Sun's editor-selected “[reader] letters of the day”. The cumulative impact of the APPRAISAL strategies indicates the advisory nature of this imagined community, and promotes a sense of neighborly help. Targeted audiences are literate, black, first-time tabloid readers.