What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Travel title on nostalgic trip
Afrikaans travel magazine Wegbreek has adopted a new payoff line and matt cover and pages. According to Wegbreek's editor, Gerrit Rautenbach, the new look was originally planned for January 2008, but the magazine's December 2007 issue is a nostalgic one and was the perfect vehicle for conveying the timelessness of its contents through the change in cover treatment and paper stock.
The title has increasingly positioned itself as a lifestyle publication about travel, with the emphasis on the written word, allowing readers to savour the language. The new payoff line, “Reis sonde einde” (Journey without end), emphasises this point. The matt cover and paper also complement its mood and content and provide a more lasting feel to the magazine.
Top Afrikaans writers such as Eben Venter, Koos Kombuis, Schalk Schoombie and Ronel Nel were asked to recall their best childhood holiday memories, while the magazine's artists dusted off photos from the archives and found a 1960s typeface to put together a package in keeping with the retro theme.
