The magazine's management team is said to have established partnerships with 15 high schools based in Pretoria, Johannesburg, Cape Town and Durban, which will allow the magazines to be distributed directly to the schools. The number of schools will increase at the end of 2014, where it is management's goal to be in 100 national schools by 2015.
The Y&D (Young & Dominant) magazine is a product of a new South African start-up, Lemok Media Group. The publication is birthed from the realisation that companies and brands of South Africa seek a platform in which to effectively reach the youth high-school market, but because of various factors brands and companies find it difficult.
The magazine will be a platform and link between students and brands in South Africa. To effectively provide sufficient benefits to brands and the schools, Y&D will establish programmes, with the brands, that will enable students to better their education.
Y&D plans to launch a "register me programme" in conjunction with a PC brand and universities in South Africa. Within this programme, the Y&D team will tour around schools all over the country and build computer stations. These stations will allow matriculants to go online to any university's website and apply for their desired course.
The programme will also have career guidance sessions which will assist those learners that do not know what to study. Y&D is the platform for growth, for South African brands and the high school market.
Furthermore, the underlying aim of the magazine is to ultimately empower and encourage young people, in high school, to start thinking as Young & Dominant individuals. The magazine will be a platform for them to explore many avenues as to how they can become business owners, what university courses are available, bursaries, success stories of young people that are doing major things, part-time job opportunities, etc.
The unique selling point (USP) of Y&D magazine is that it will be the sole publication on the market that specifically addresses the problems, and scenarios of the younger generation, as well as offering them entertainment and news relevant to them.
There is a distinct lack of motivational, authoritative and entertaining magazines that provide information (and guidance) for this fast-growing sector.
Because of this, Y&D will be positioned as the platform to be utilized to lessen unemployment amongst young people through the pyramid principle (develop the desire for entrepreneurship, develop belief in themselves and their ideas, and take action). The publication also offers a unique and targeted advertising platform to brands of South Africa, regionally or nationally.
