The Big Issue is putting money in the pockets of the poor

The independent magazine was launched in South Africa in December 1996 as part of a job creation project modelled on the United Kingdom's original concept of using a professional publication as a means to provide the socially marginalised with a hand up, not a hand out.

It is sold by vendors who pocket half the cover price, and to date, has put over R7-million into the pockets of the socially excluded and the poor.

Managing director Richard Ishmail says: "It's an extraordinary achievement considering that publishing isn't easy even when it's run on commercial lines. The Big Issue is a major achievement in the arena of independent, socially aware and ethical publishing."

Editor James Garner, who has been with the magazine since its inception, says hroughout its history, the magazine has shown integrity and reported fearlessly: "We have displayed a commitment to serve the people of South Africa by tenaciously striving to maintain the publication despite often insurmountable obstacles. We've resisted any censorship and our reporters have shown courage in highlighting issues that aren't always palatable to the public."

Raymond Joseph, founder editor and member of the board of directors, said The Big Issue had survived - and grown -in an extrememly competitive environment: "The magazine has always been content-driven. It stands on its own and has never been a hard luck case.

"What's important too is that The Big Issue has an edge over other magazines in that it doesn't have to compete with other magazine for shelf space. Its unique distribution channel is one of its major strengths."

Marc Blachowitz, managing director and chief executive office of Touchline Media, says: "We would like to challenge our colleagues in the commercial media world to join us in placing a congratulatory advertisement in this special edition of The Big Issue.

"We believe the independent voice of The Big Issue should never be stifled and wish it every success. We sincerely hope it will publish another 100 editions after this."