Teasing the brain out-of-doors

"We're talking to a highly educated, upwardly mobile, aspirational target market that likes to think of itself as a little more intelligent than the average Joe," comments Kleynhans.

"The campaign appeals to this psychographic by posing a series of word puzzles that relate to the attributes of the magazine."

Billboards along Johannesburg's busiest routes have been carrying conundrums since 1 July 2006, the solutions being 'in-depth reporting', 'the stories behind the stories', 'invest in yourself' and 'the right stuff', for example.

"The smarter read" has also been added to all communication to re-enforce the superiority of the publication and by inference, the reader.