The growing recognition of community newspapers as an effective media format has led Caxton Publishers & Printers to extend the 'community' formula to magazines. This month sees the launch of Get It, the common brand name for a soon to be established network of free monthly A4 glossy community magazines, each with its own unique area-specific lifestyle content.
The Newspaper Advertising Bureau (NAB) will represent the initiative monthly with newly joined member, Marco Velosa heading up the department as National Advertising Sales Manager of Get It magazines.
Highlighting that readers can 'get it' all locally, Get It will feature local social events, fashion, entertainment, homes, décor, travel, health, beauty and men's interests. Distribution will be door to door in upper LSM areas and/or via stands in selected outlets and recreation nodes.
The pilot issue, with a circulation of 10 000, was launched in Northern KwaZulu Natal in mid-July. The towns covered by this edition are Newcastle, Ladysmith, Vryheid, Dundee and Estcourt. At least 20 editions of Get It will be launched over the next 12 months, with circulations ranging from 10 000 to 30 000.
West Rand (25 000); Johannesburg Far North: Fourways, Sunninghill, Rivonia, Bryanston (10 000); East Rand (30 000) and Near East Rand (10 000) Get It are next in line, with launches planned for late August, early September.
Rosebank, Sandton, Hyde Park, Killarney; Randburg and Northcliff; Johannesburg South (Alberton); Natal South Coast and Nelspruit issues are also in the pipeline.
Marco says: "This is an evolving project, with content and layout being adapted to consumers and advertisers' demands as the popularity progresses. We are opting for high visual appeal, quality and relevant editorial coupled with great advertisers who are eager to be involved in our latest undertaking."
Says Gill Randall, Joint Managing Director of NAB: "NAB is excited about this venture. Get It will offer local retailers and national fashion, décor and beauty advertisers among others, a local, creative, glossy environment in which to advertise their products.
"Consumers will benefit enormously, receiving for the first time, a monthly community magazine in addition to their community newspaper."
