On Tuesday, 2 July 2013, AdVantage Magazine announced that, after 20 years of covering the South African media, marketing and advertising industry, its final edition had been sent to the printers:
"It is with deep regret that we announce that AdVantage Magazine will be closing. The July issue will be the last the industry will see of this iconic publication. The AdVantage team would like to thank the industry, our readers and advertisers for their loyal support over the last 20 years," stated its third and final editor, Danette Breitenbach.
Founded in 1993
Founded by the late John Farquhar in 1993, Louise Marsland took the reins in January 2009 before passing them on to Breitenbach in March 2012. Initially part of Sandra Gordon's Platinum Publications, the monthly B2B title became part of the Primedia Publishing stable before eventually being acquired by Media24 in November 2009.
At the time of its closing, its readership was over 20 000 a month and the award-winning magazine described itself as the "publication category leader" and as the "most-read [print] advertising and marketing publication in South Africa".
Built in partnership with the industry
But it was more than that, as Marsland writes on Marklives.com: "AdVantage was not just another magazine owned by a big media company. It was a 20-year-old magazine built by dedicated publishers, editors, journalists, designers and salespeople over decades, in partnership with the industry.
"It is a legacy that belongs to the media, marketing and advertising communications industry. It helped build many careers, showcasing award winning work, profiling people, producing awards which it gave out to the very media industry which failed it. It made an enormous contribution to this industry, let us not forget that."
Say farewell
We at Bizcommunity invite you to honour this iconic industry print title - and our now former media partner - by paying tribute below in the Comments section below the tweet wall. If you have any images or multimedia you'd like to submit, please email them to moc.ytinummoczib@noitcudorp.
Devastated to hear of the closure of @AdVantagemag by Media24. Last issue July. A loss for the industry & B2B publishing.
