Supplement for mums and babies

Jet Club magazine, which is one of South Africa's most widely read monthly magazines (2.608-million readers Amps June 2006), frequently publishes supplement dealing with important societal issues, such as social grants, education and HIV/Aids, in a useful and relevant way.

Tammy Gardner, Jet Club publisher at The Publishing Partnership explains, "The need for quality baby care information is one of the requirements that our readers have voiced in our regular editorial research interventions. The magazine plays a unique role in the Jet customer relationship - our primary task is not to advertise clothes but to meet our readers' needs across a full spectrum of issues and in doing so cement their bond with the brand."

Topical editorial issues include: childhood illnesses such as jaundice and how to identify them, as well as practical tips on how to go about looking for a nanny or a babysitter. There is also a section on looking after your personal health so as to have optimum physical stamina during your 9-month journey to motherhood. Many smaller helpful snippets include tips on weaning and the introduction of solid foods.

Noluthando Gweba-Philisane, Jet special projects editor, concludes: "It is the fact that Jet is not purely about profits and merchandise but endeavours to truly support this kind of readership engagement and the resulting response from the marketplace - the evidence that you are meeting a real need - that makes working on the Jet Club magazine an incredibly rewarding experience."