Intl travel mag for SA readers

click to enlarge

"There is clearly a market for a publication of this kind, written from the viewpoint of the South African traveller," explained the magazine's publisher, Jacqueline Lahoud. "Our research shows that the magazine has three times as many readers travelling abroad than our nearest competitor. Given the brand's reputation and our expertise in this field, we are well positioned to fill that need."

The magazine, published on high-quality paper, will be pictorially driven, allowing the images to sell the story. The contents will be written by the magazine's journalists and will cover travel in Southern Africa and the Indian Ocean islands in addition to Europe, the Americas and the Far East. The emphasis will be on what appeals to the reader rather than exclusively on 5-star destinations, focusing on a range of interests - from architecture to adventure activities - and diverse weather options, from beach holidays to winter skiing.

Special features

Features in the launch issue include the Top 50 international destinations, the best spots on the Mediterranean coast, the highlights of New Zealand - in time for the World Cup - the premium golf courses in Europe and island breakaways.

"We are launching it as an annual publication to allow readers to plan their holidays in the year ahead, but there is the opportunity to make it bi-annual, producing summer and winter editions, if the demand is there," Lahoud said.

The 96-page magazine will have an initial print-run of 25 000, 10 000 copies of which will be bagged with Wine and Compleat Golfer, ensuring a guaranteed distribution to an appropriate audience. It will sell for R39.95, with a shelf-life of three months.