End of the road for Mooiloop

Mooiloop was launched as Wegbreek in July 2006 as a flank to, and translation of, Getaway. From April 2007 the magazine developed its own unique content and personality. To signal its new identity and to appeal to the more intellectual lifestyle reader, its name was changed to Mooiloop in May this year.

"This was a really tough decision,” she said. “ Mooiloop's content is of an exceptionally high standard and our readership has shown some grown over the years. However, we have not enjoyed the levels of advertising support needed to sustain its publication, a situation that is unlikely to change given the current economic climate and future outlook."

She paid tribute to the editorial team under Gerrit Rautenbach, who had shown "huge commitment, passion and dedication" to the magazine. They had done a remarkable job, she said.

Rautenbach commented that launching a new magazine is a brave undertaking, one that had provided him and his small editorial team with much fun and fulfilment. "But as our slogan, 'reis sonder einde', clearly says, the journey is never over."