Fitness Swimmer tests the waters in the sports market

The one-off magazine has been produced in association with Swimming South Africa (SSA), the local federation responsible for the aquatic sports (Swimming, diving, water polo, synchronized swimming and open water swimming) that is affiliated to the 170 country international association - Federation Internationale de Natation (FINA).

Fitness Swimmer has been sponsored by Telkom as part of their investment in the sport, and specifically their sponsorship of the upcoming FINA Swimming World Cup in Durban (5 -7 December 2003).

Touchline has always recognized the demand for niche titles in a seemingly saturated media market, producing enduring winners with Golf Digest and Runner's World and more recently Bicycling SA.

"Our magazines have used recognised publishing formulas from the top selling magazines in their markets around the globe. We believe Fitness Swimmer as the fourth world leading niche brand has huge potential given the popularity of the sport it represents," comments publisher Paul Ingpen.

50 000 copies of the launch issue of Fitness Swimmer have been printed for distribution through the December issue of Runner's World and Jan/Feb issue of Bicycling magazine, and at the Swimming World Cup and Midmar Mile events.

Touchline Media's plan is to produce Fitness Swimmer bi-annually both to be sold on the newsstand, and distributed through the current distribution network.