"An Afrikaans motoring magazine from the Ramsay, Son & Parker stable, carrying the company's authority and credibility and launching into this burgeoning Afrikaans market, has all the makings of success," claims Stuart Lowe, publisher of both Wiel and Car.
"We anticipate Wiel will become one of the most-read motoring magazines in the country - and we have the marketing muscle to realise that goal."
While standing alongside sister title and market leader Car, Wiel has an editorial mix and energy of its own, created by editor Ferdi de Vos and his team. The magazine focuses on the latest breaking news, both local and international, while other editorial spokes emphasise the outdoor lifestyle (leisure, 4x4s and adventure), 'Woema' (performance cars, motor sport) and road tests.
Having access to Car's technical and road test information enables the new Wiel to deliver an entertaining, credible package in its own voice.
The magazine's target audience is fun-loving, Afrikaans-speaking motor enthusiasts with high disposable income and a serious interest in cars and motor-related activities; predominantly male readers in the 25 - 49 age group and in LSM 8 - 12.
Lowe says the Afrikaans magazine market has grown by at least 22% in the last three years.
Industry response to the launch of the magazine had been excellent, he stated. Advertising for the launch issue had exceeded projections significantly, necessitating the adding of additional pages.
"We are ecstatic, not only with the product, but at smashing our ad revenue budget so convincingly - and in the face of stiff competition.
"As publishers we believe in marketing and brand-building and therefore this revenue will be reinvested in promotional activities and the print order during the launch phase."
Wiel's print run for the first six months will be about 50 000 copies and it will retail for R23.95. The launch issue will be available on newsstands from 21 August.
