Play will replace dormant music magazine Pulse, which was previously given away in Musica stores. Instead, Play will retail for a competitive R14.95, from 5 December in branded counter stands at Musica's top 100 premium national outlets. The magazine is now being positioned as an authoritative voice on entertainment, expanding beyond just music into the booming categories of movies and gaming and their related lifestyle content.
“We are really excited about this new magazine,” says Musica marketing manager Moenieba Abrahams, “and we can't wait for it to hit the shelves.”
Newly appointed editor of the revamped magazine is Miles Masterson, founding editor of the Pica award-winning blunt magazine. "I'm loving this challenge, and also the impact Play will have on the market," says Masterson. “With its guaranteed distribution, in-store promotions and strong creative team, I have no doubt Play will fill the obvious void in the local magazine market."
According to publisher, Paul Ingpen, the market is fast tiring of the glut of “recipe-based” monthly publications, most of which are experiencing declining sales and subscriptions. “Time-starved and content overloaded, people of the newly converging media world are far less loyal,” he says.
“They want to be entertained while also being educated and inspired by each edition, and it's tough to achieve that if you constantly follow a set formula. What better subject than entertainment to allow unrestricted creativity? - our talented team is reveling in this space”.
In its quest for original and engaging content, the new magazine will feature only the best local and international entertainment writers, photographers and artists, and its content will be guided by an expert panel of custodians. Experienced journalist and music lover Nikki Benatar fills the post of music editor, gaming expert and writer Tarryn van der Byl is gaming editor, and journalist and film buff Albert Buhr will be the movie editor. Former Horizons designer Juan Geel heads up the visual creative direction.
“A theme based publication that surprises the reader, by delivering a unique experience each time it's absorbed, makes a compelling reason to return,” says Ingpen. “Who these days doesn't enjoy movies, music and gaming, no matter what age? Play is going to be sexy, modern and fun. A whole new world awaits its readers.”
TPP also publishes Obrigado, Private Edition andJet Club.
