The digital culture, explains Regasek, is founded on ever-evolving technologies that give us universal connectivity, Unwired access to communication and 21st century-styled convenience. This covers everything from mobile telephones to photographic equipment, MP3 players, online services, game consoles, electronic wallets, audio-visual, to state-of-the-art home automation.
The planning of the publication is based on research that ITWeb says shows that "the majority of South African technology consumers fit the profile of 'the man in the street' and are not limited to the techno whiz kids of 1999 and 2000."
"Unwired primarily targets affluent young professionals and business executives for whom digital hi-tech is not an affectation, but a way of life," says Regasek.
"Unwired will address all digital lifestyle aspects applicable to the growing number of people in the 18 and 38 age group, who have enthusiastically taken up applications like instant messaging, pod casting, blogging and voice over Internet. They are at the cutting edge of technology and influence product development, features, work styles and trends. The magazine will provide for consumers' digital lifestyle needs and will give marketers new, one of a kind access to this influential group of people."
The 100-page first edition of Unwired, November 2006, will hit the shelves in mid-October. Unwired's sister website, www.digitallife.co.za will go live in October, offering a selection of immediate information needs and helping to build the Unwired community.
With an initial print run of 20 000, the magazine was pre-launched at the rAge entertainment show in Johannesburg at the end of September 2006. A marketing campaign will introduce it to more than 50 000 carefully selected consumers. The magazine will also be widely promoted across ITWeb's online, print and event platforms.
ITWeb first made its mark on the South African publishing industry with ITWeb Online in 1996, and subsequently introduced Brainstorm and iWeek magazines for the business-to-business market.
