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Wertheim-Aymes's new company buying Longevity

Anti-ageing healthy lifestyle magazine Longevity is in the process of being sold to a privately owned company led by Gisele Wertheim-Aymes, who earlier this year joined her family's medical business after two decades in the media industry. Avusa Media, which made the announcement today, Wednesday, 18 August 2010, says the sale of the title will be concluded at the end of October.
Comments Wertheim-Aymes, "Longevity has a critical role to play in actively promoting a healthier and sustainable lifestyle to South Africans. We are excited about the potential to grow the brand in the anti-aging and wellness category."

Lone consumer-focused initiative


Longevity has, for the past 16 years, provided health lifestyle and anti-ageing content to South African readers on a monthly basis. It has, however, always been the media group's lone consumer-focused healthy lifestyle initiative.

Avusa says the sale of the title came about due to a reassessment of its involvement in consumer health magazines and a decision to concentrate efforts on its business-to-business medical stable, including the "Doctors' Bible" MIMS.

Comments Sally Hudson, business manager for consumer titles at Avusa Magazines and who was among the launch staff of the title, "Although we are sad to part with such a quality product it does not make an easy fit with our strategy into the future."

"Long association with the title"


"I am delighted that Gisele, who has a long association with the title in her previous capacity as GM and publisher of magazines at Avusa, has taken over the title. I have no doubt that it will go from strength to strength in its new stable and that readers will continue to find the value that they associate with this quality title."

According to Justice Malala, GM of Avusa Magazines, the impact of the sale on people would be minimised. "We are still in negotiation with the buyer but we will do everything in our power to minimise the impact of the sale on staff," he says.

For more, go to www.longevitymag.co.za and follow the magazine on Twitter at @longevitymag.
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