Juice has closely tracked the carrier's growth and with more than 13.5 million guests accessing the title across Mango's current fleet of 10 Boeing 737-800 aircraft. Mango Juice presently distributes 20 000 magazines with an average of 12 readers per copy.
Innovation lies at Mango's core and its in-flight title is no different. "Since first publication Mango Juice has continually reinvented itself in line with trends in popular culture and best market practice," says Mango spokesperson Hein Kaiser.
The magazine regularly refreshes design and content. Recognised for excellence in publishing, Mango Juice has won several awards including three Prism Awards (Public Relations Institute of South Africa) and Publisher's Awards for Excellence in Writing, Design, Best Cover and Excellence in Communication among other accolades.
The title has also seen a significant growth in revenue. "In tandem with Mango's growth the magazine has seen a significant increase in advertising support," says Kaiser.
"There has been a consistent upward trend of approximately 20% year on year." He ascribes the growth to both the editorial strength of the publication as well as the growth in traveler volumes on the airline. "Mango presently carries more than 200 000 Guests on 1500 plus flights every month. Reach, combined with consistent quality created a winning recipe."
Mango Juice is published by black-female owned Mikateko Media. In 2013 the airline partnered with the publishers to create a successful media incubation programme for South African youth; contributing not only to Mango Juice but to other products developed and published by Mikateko Media. "Engagement with our partners extends beyond commercials," says Kaiser, "Mango continually engages, nurtures and grows every aspect of our relationships with a particular focus on transformation."
Mango Juice's 100th issue is presently on-board all Mango flights.
