Chartered accountants go after the youth

The South African Institute of Chartered Accountants (SAICA) has published the fourth issue of a new quarterly publication called xl (excel) which is aimed specifically at young black achievers in high schools and universities around South Africa. xl provides a fresh take on career and life skills guidance for SAICA's targeted transformation audience.

Tersia Booyzen, editor in chief, says that what makes xl unique in its category is that it is packaged as a trendy bag-sized glossy magazine, specifically designed to appeal to the black youth market: "xl is the premier communication vehicle of SAICA's Thuthuka development and transformation project, which draws its candidiates from the learner and student marketplace."

She says that xl combines all the information a high school student or university freshman needs to know about choosing a career in business, with specific reference to chartered accountancy: "Instead of providing just the bare and boring facts, the editorial is presented in a way that is relevant to the readership. It also includes articles on social issues that affect today's youth."

xl is distributed to specifically targeted black grade 11 and 12 learners at various high schools as well as BCom students at universities across South Africa by SAICA's Accountancy Development Officers.

The print run and distribution of xl is in the region of 20 000 copies per issue.

"From SAICA's strategic perspective, xl is imperative in building the image of the profession and creating greater awareness of careers in the business world," Booyzen says.