Gay lifestyle gets wrapped up in gloss

Says Lourens Joubert, publisher and editor, "There is no other publication of its kind available in South Africa, and judging by the response of early buyers, Wrapped Magazine has the potential to become the definitive leisure read and lifestyle reference for gays and lesbians throughout South Africa."

"Wrapped Magazine is a, sexy, intelligent read for the discerning gay and lesbian consumer," Joubert adds. "We've endeavoured to create a magazine that not only entertains but also addresses important issues facing the gay and lesbian community." The magazine is billed as a quality read for gays, lesbians, their friends and family.

Brave Publishing, the company behind this new magazine, spent nine months in studying the market and preparing the launch edition. In many instances, research from other Western countries had to be extrapolated to make up for information not available in South Africa. In most Western democracies, some 7% of society self-identifies as being gay or lesbian. Other research shows that 8 - 14% of society is gay or lesbian. Joubert believes that this holds true for South Africa and that Wrapped Magazine is entering a viable market, addressing needs that are not being met by any other publication.

Wrapped Magazine presents marketers who'd like to reach this discerning niche market with a quality platform from which to communicate their marketing messages. It is significant that three out of four gays and lesbians claim that they will support companies that advertise in gay publications, while two out of three believe that gays and lesbians should boycott companies that are not gay friendly. Marketers who tap into this stand to entrench their brands in a significant niche market with unique characteristics of its own. The most significant being high levels of disposable income.

The magazine has a cosmopolitan flavour, covering events and people from all over South Africa. "I'm very proud of the diversity we've managed to showcase in our launch issue," says Joubert. "We've captured everything from gay life in the townships to the Eurogames held in Munich, Germany."

Joubert believes that the market is ready for a niche publication that will compete directly with main stream publications for the attention of the gay and lesbian community. "It's no accident that Wrapped launches in the same year that South Africa celebrates 10 years of democracy," says Joubert. "Our first issue looks specifically at what the past decade of freedom has meant for the gay community."

Wrapped Magazine is available in most newsagents and bookstores across the country. The November issue retails for R24.95.