What men want

Explains Culley, "I saw the men's magazine market here as tired. The same three or four big names have been churning out the same tired content for years, much of it brought in from their overseas namesakes. There is a glaring need for something fresh. Not only will Krew be that breath of fresh air, but the USP [unique selling point] that is its frequency will allow it to stand out from the crowd even more."

The content will be mostly locally generated, but publishers, World Report Media (WRM), will include a twist of international flavour, thanks to its content agreement with UK magazines Nuts and Loaded. Copywriter, writer and actor Gavin Williams of Crazy Monkey fame is the editor.

Originating from Holland, WRM is increasing its presence and interest in South Africa, seeing it as a media base with huge potential. Krew is the first magazine of many it hopes to launch here, with the next publication already scheduled for launch in 2007. Its overseas titles include Leading Companies, China Business Post, China Executive Review and US Impact, and produces TV programmes Africa Report, World TV Report and Landerreport.

Retailing for R12.95, Krew's initial printrun of 15 000 is expected to increase to 30 000 by the end of the year.

According to the publishers, the advertising rates will be less than R20 000 for a full page, the editorial/advertising split will be 70/30, and the USPs are that it will be the sole weekly publication in the country aimed specifically at the 20 - 35 year-old guy.

"I'm publishing Krew in a style that appeals to the modern male South African reader. They are a rebellious, driven, energetic generation, and the magazine will reflect that. If enough readers like it, the advertisers will have no choice but to follow," concludes Culley.

Krew will be printed by CTP Printers, and the distribution handled by RNA.