Sporting trivia

"This doesn't only make SA Sports Illustrated more immediately visible and recognisable on the newsstand, but it also builds awareness of the black and red masthead as the visual representation of our brand."

The thought behind the "Know it all" pay off line was that it would reinforce SA Sports Illustrated's position as the sports authority among magazines and infer that a reader can also "know it all" if they read the magazine.

"Sport is an integral part of South African life and the power of sport and the power of communicating within a positive sporting environment such as SA Sports Illustrated is extremely effective," says Smith.