Longevity shows increase circulation, attributable to content mix

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The circulation now stands at 20 582, having reversed a downward trend in 2009 and 2010. This was an especially strong performance for this niche health magazine, as circulations in the overall health publishing category declined.

Publishing editor of Longevity, Gisèle Wertheim-Aymés, attributes this positive performance to a number of factors. "We have refined the editorial mix and ensured a more positive approach to wellness and aging, by bringing in new voices who are experts in the fields of psychology, aesthetic medicine, general practice and dermatology, among others."

Local, international experts

Longevity has a panel of local and international experts including Dr Colin le Grange, a fertility and hormone health expert, Dr Kay Brugge, a neuropsychologist, author and life strategist, Celynn Erasmus dietician and author and Patrick Holford, a London-based author and international expert on nutrition.

The magazine also secured the exclusive rights to publishing a column from leading global health specialists, authors and television hosts, Dr Oz and Dr Michael Roizen, who are based in the US.

New features have been added to provide a lighter and more entertaining editorial mix, with Richard Mulholland, entrepreneur, speaker and father and Christian Eedes, former editor of Wine magazine, proving popular with readers.

In addition, the magazine has worked at making its covers more appealing. As an example, the December issue featured five former Miss South Africa title-holders with the theme "Beauty through the Ages."

Giving back to the community

Longevity believes part of the magazine's growth can be attributed to the magazine giving back to the community. For the December edition, the company pledged to donate R1 for every issue sold to Financial Independence Through Entrepreneurship (FITE), an organisation dedicated to the provision of loans to women. Together, copy sales and the proceeds from a cocktail party produced R27 000 for FITE.

The magazine has also just launched the Wellovation challenge with medical aid provider Fedhealth. This nine-month programme features nine overweight participants from all lifestyles, who are being advised by a panel of experts on how to shed excess weight and improve their wellness. The participants' progress will be tracked and their experiences shared monthly in the magazine and regularly on Facebook and Twitter. Both companies believe the only way people can achieve and sustain a healthier life, is through lifestyle changes over time.

The magazine is now available in digital format on Zinio digital newsstand for worldwide distribution.