
Top stories






More news





Construction & Engineering
US shuts down massive Lesotho development project






Marketing & Media
Chicken Licken bravely debones a rare phobia with their latest campaign
Joe Public 2 days



"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.