The Media launches debut edition

Speaking at the launch, editor Kevin Bloom emphasised The Media's promise to deliver 'independent industry intelligence'. "What I hope is clear is the quality of writing we're aiming at," said Bloom. "Sandra and I have spent endless hours debating what quality writing means, and how to bring it into our title. We agreed early that we have to aim as high as possible, and some time last month we arrived at a rough benchmark that incorporates the best of Fortune, Vanity Fair, and contemporary American journalist and novelist Tom Wolfe."

Bloom went on to praise the best-of-breed journalists who have contributed to the packaging of editorial that is both relevant and informative. Bloom also emphasized the value of a co-operative relationship, in the editorial, between qualitative and quantitative values. "You can tell where a media product has been from the numbers, or where it is at the moment, but you can't always tell where it is going. For that you need the qualitative data, the low-down on the personalities driving the products. We hope you can appreciate, therefore, that our first issue features on Marcel Golding, Randall Abrahams, and Trevor Ncube have attempted to marry the numbers to the personal idiosyncracies."

Publisher Sandra Gordon spoke of the growth of the 'fourth estate' over the past 10 years and its evolving relationship with government. "With the proliferation of media, our cousins in advertising - and their clients - have found their lives complicated by dozens of number driven models aimed at assisting media placement choice. Hence the need for a media magazine, unashamedly focused on one of the most influential and powerful sectors of our economy."

Gordon went on to acknowledge editor Kevin Bloom whom she described as "having a love of words". "He has truly surpassed expectations," she said.

The second issue, due out in November 2002, will cover such controversial issues as why the SABC is on the verge of its biggest crisis since the Nats were in power. Secondary pieces will delve into the big players in the Sunday newspaper market, and investigate the challenges of coastal radio.