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Launch of a new
magazine
Extensive research show a gap and a need for a magazine focused on the South African Coloured woman
YES, there is a need !YES, there is a need !
Economic factors increase the demand: For an affordable magazine with advice, information and education, empowerment and upliftment.
• Political factors increase the demand: The Coloured woman needs a voice.
• She believes she earns her own: Strong culture w.r.t. Language, food, music, habits, etc. Understanding that she is different, but the same
• The relative success of 7de Laan and Son are indicative of a need of relevant media.
• Respondents at all ends of the demographic spectrum have one thing in common: The belief that the media can make a difference to give hope, to motivate, to make a difference.
Focus Group Research Fact:
The media can help to give hope
“As jy ʼn droom het, is niks onmoontlik nie.”
- Abigail Jenniker, Crisis Line Mitchells Plain
ProductProduct
Gender:
Language:
Average Age:
LSM Group:
Average household Income:
Women
Afrikaans
30
LSM 5 – 7
R6,297
Fortnightly published by Media24’s Family Magazine division.
Kuier will inform, educate and give advice to the female reader who is
aspiring to better herself.
Ideal magazineIdeal magazine
• Affordable fashion for all ages and different sizes:
• “Even though we buy at Pep, we aspire to Mr Price
• Affordable beauty and health:
• “We like looking good, but cannot afford the top ranges”
• Success stories about relevant local role models and celebrities’ personal lives:
• “I want to see our local heroes being idolised”
• Quick, easy and affordable recipes:
• “Jy moet nou nie special goed gaan soek om dit te maak nie, dit moet goed wees wat in die huis is”
• Advice – parenting, relationships
• Section for schoolgoing children
Ideal magazine
• Clever tips relevant to home (DIY) issues
• Affordable decor ideas:
• “A room make-over or a home make-over... And how to deocrate, and how to renew something that is old. Affordability is very important. We cannot afford those expensive decor”
• Managing finances including entrepreneural opportunities and career advice:
• “There are so many challenges. Kinders weet nie wat om te doen nie, waarnatoe hulle moet gaan nie”
• Spiritual inspiration:
• “There is not a lot about religion in magazines. I have Moslem friends, Christian friends and I think there should be more about different religions”
Editorial PromiseEditorial Promise
Evadne MichaelsEditor
Editorial promise
• Stories that will inspire, inform, motivate and encourage
• Constant communication between the reader and the team
• Use people from the communities for inspirational stories, as this will encourage reader interaction
• Realistic and practical advice
• Recipes, fashion and décor must be affordable, realistic, and in line with what our readers want and can afford.
• Many of these women did not get advice on things like finances, different job opportunities, further studies and health when growing up, so Kuier will empower them with information and knowledge that can filter down to their children and community. • Strive to maintain high levels of reader satisfaction
Editorial pillars• Cover stories – celebrities• Success stories – celebs and readers• Parenting advice• Advice – financial, education, life, friendship, relationships, careers • Food• Fashion Inspiration and make-overs• Beauty and hair• Health• Inspirational stories• International and local celebrity news• Newsworthy local stories and local social events• Educational pages geared at scholars, in conjunction with the Rachel’s Angels project• Entertainment for the whole family – Crosswords, Sudoku, Games for kids, Horoscopes, Short Stories, Penpals• Reviews – Books, CD’s, DVD’s, movies• Hobbies – Crafts & DIY• Décor• Kuier Saam workshops• Sport stars and news• Advice from an Agony Aunt/Medical Doctor
ArticlesFelicity front page story/Felicity voorbladstorie
AdviceSexual harassment in work place/Seksuele teistering in die werkplek
Fashion/Mode
Beauty/Skoonheid
Health/Gesondheid
Food/Kos
Games for kids/Speletjies vir kinders
Competitions/Kompetisies
TV guide with TV highlights/TV-gids met TV-hoogtepunte
Your Stars/Jou Sterre
Magazine landscapeMagazine landscapeAfrikaans Coloured WomenAfrikaans Coloured Women
Younger
Low
er L
SM
Higher LS
M
Older
DifferentiationDifferentiation
• Existing magazines were perceived to be not relevant enough
Culture:• Coloured
• Move! = Black
• Sarie, Finesse, Vrouekeur, etc = White
• Huisgenoot = for everybody, not for ME
Income:• Lower income than
Huisgenoot and Sarie
• Move! has been referred to as the ideal benchmark
Gender:• For the woman
PositioningPositioning
Marketing and distributionMarketing and distribution
MarketingMarketing
DistributionDistribution
• All Supermarket groups
• Include selected top volume shops just outside of target areas
• Huisgenoot, You and Kaapse Son footprint
• Shopping Centre “hotspots” (Vangate, Cape Gate etc.)
• University, Technikon/Colleges
• Beach events in Summer
• Subscriptions
• Farming Communities
• Informal network (door-to-door and Stations)
Thank you
