Wegbreek goes monthly

"Since its launch at the Klein Karoo Nasionale Kunstefees, Wegbreek has struck a passionate chord with a market segment that has long been ignored and it has developed a cult-like following amongst the Afrikaans-speaking community. We exceeded our circulation, subscription and advertising targets within Wegbreek's first six months on the shelf and we receive constant requests from readers for a monthly issue," says Herselman.

The latest audited ABC circulation figures (July-September 2004) reveal that the magazine has increased its circulation figures by 59.9%, with 58 890 copies sold, compared to 36 827 for the previous ABC figures (April-June 2004). Subscriptions for Wegbreek have skyrocketed by 82% and the magazine currently boasts a subscriber base of 13 118 and counting. "These are exceptionally healthy figures in such a competitive environment and they prove that our decision to go monthly is on track," says Herselman.

She adds that the December issue is a bumper 212 pages, compared to the standard 156. "Advertisers have shown an overwhelming interest in the magazine, which is a bonus for our readers, who will now have access to even more information. From the beginning our policy has been to have 60% editorial and 40% advertising content. As a result we have produced a magazine that is foremost a definitive travel and outdoor activity guide, while at the same time offering value for advertisers' money," says Herselman.

"The entire Wegbreek team has worked hard to ensure the success of the magazine," says editor Bun Booyens, who remains modest about his accomplishments. "We are constantly inundated with letters, photos and well wishes from our readers who have embraced the magazine and that, as any editor will tell you, is the most satisfying stamp of approval."

The fifth issue of Wegbreek is currently on shelf.