MME Media targets young readers

A new genre, "chic-lit" has been established because research has found that this is the fastest and highest selling genre among women worldwide. Price and the style of the books are the main differentiator, content aside.

The books cost only R50 and are what MME calls Bookazines; that is books that read and think like magazines. At the back, they even have a mini-dictionary (for those who don't have one at home) and word puzzles and quizzes, but the aim too is not just to entertain but also to educate.