Marketing & Media trends
Zigzag publishes 150th issue
To celebrate its 150th edition, Zigzag will be producing a 150 paged magazine with a 36 paged insert, which is nearly 50% thicker than anything done before. It will also feature a fresh new editorial look and a perfect bound cover, which completes the classy package that will become a sought after collector's item to tens of thousands of surfers across the country and abroad.
As the fourth oldest surf mag in the world, Zigzag is one of a few publications that have caught the attention of international collectors of surf memorabilia, said Publisher and former Editor Craig Sims. "There are about 20 people in the world who have managed to get their hands on a complete collection of Zigzag, since volume one number one in 1976".
27 years on, Zigzag is as strong as ever with the first issue for 2003 achieving a 96% sell through, amounting to sales of 18270 issues. In fact recent sell-through figures have vindicated the team's decision to increase the print order during the year. This will be especially apparent for the 150th edition where extra copies (23000 in total) will be printed to cater for the predicted demand and increase in marketing over July and August when surfing's profile is at its highest due to the international surf contests that take place on our shores during this time.
Zigzag got it's name from the original owners (Mike Larmont, Doug MacDonald and Paul Naude 1976-1988) because at the time it was considered radical to zig-zag your way down the face of the wave as you dropped into it. "Today it might be called "360 Air" say Sims, who took over ownership of the mag in 1998 and has had it ever since.
Today Zigzag is published under the Durban-based youth magazine stable Atoll Media which also publishes blunt magazine and Saltwater GIRL. Atoll Media are current holders of Best Youth Magazine publishers for 2003 (AdVantage AdMag awards March 2003) and Zigzag has a string of publishing awards behind its name.
Atoll Media Pty (LTD)
Tel: 27 31 263 1603