Says Tanja Carruthers, publisher and editor of the magazine, "The high LSM shopper that Woolworths attracts is what we regard as the magazine's quintessential readers. This is supported by the steady increase in sales we have experienced since going into the stores, which has enabled us to post robust quarterly growth in a tough publishing market, while a number of other titles in the same segment have lost readers."
Carruthers also attributes the steady growth in average sales to a winning content formula. "In today's economy cash-strapped consumers are looking for the most value from the magazines they buy and this delivers in every issue. There is no wastage or irrelevant info, which is a formula that seems to be resonating with a growing number of South African females."
The March/April issue is a special glutes issue. "This is our first special issue, which focusses on a very important aspect of the female physique. Most of the content is geared around developing the perfect derriere, along with our regular mix.
"We also plan to run additional standalone special issues over the coming months, including a fat-loss special issue, a fit pregnancy special issue and a healthy eating special issue. These will be aimed at attracting a wider range of readers who may be looking for an introduction to the magazine experience."
For more, go to www.fitnessmag.co.za.
