1time buzzing on the block
Red Ash Publishing's kids' magazine On the Block (OTB), which was launched 18 months ago after research showed that there was a severe shortage of reading material for the junior and tween markets (6 - 15 year old categories) in South Africa, has been rebranded as 1time Buzz (OTB) to fit in with 1time airline's corporate identity, and has been available on all 1time flights from the beginning of August 2006.
Maurits van Velden and Inga Barnes, founders of Red Ash Publishing found that this market doesn't read anymore, due to technological advances like PlayStation, computer games and kids' television programmes, and saw it as a personal challenge to get this market to start reading again. Hence they launched
OTB, a kids' magazine that doesn't focus on any specific topics but rather introduces children to a broad spectrum of life skills.
After the success experienced in the last year, Red Ash decided to distribute the magazine onboard 1time airline to offer the carrier's younger passengers their own reading material. The magazine has the exact same content as
OTB.
Rodney James, marketing director of 1time, enthuses, "We are very exited to launch the magazine on board our airline as we are always striving to make our 1time travel experience 'More Nice' and we regard our younger passengers as VIPs. Our tween market now has the opportunity to enjoy the flight even more while reading their own magazine which is educational as well as informative."
Barnes comments, "Reading from an early age is very important in developing life-long reading habits, in maintaining literacy skills and assisting with learning issues. We believe that
On the Block addresses their exact needs.
"Statistics have revealed that the South African tween market is responsible for R45 spend per day or R150 on weekends, equating to just under R20 000 per year per child. The worldwide tween market accounts for $U2 trillion spend per annum and are exposed to between 5000 and 7000 brand messages on a daily basis!" she adds.
"Further interesting data shows that 70% of this market decides which cellphone brands their parents should buy and a staggering 67% of children have an influence on which car their parents should buy! The tween market can no longer be ignored and provides a perfect marketing environment for advertisers. We believe that
1time Buzz will fulfil their and the advertisers requirements," concludes Barnes.
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