On Tuesday, 2 July 2013, AdVantage Magazine announced that, after 20 years of covering the South African media, marketing and advertising industry, its final edition had been sent to the printers:

"It is with deep regret that we announce that AdVantage Magazine will be closing. The July issue will be the last the industry will see of this iconic publication. The AdVantage team would like to thank the industry, our readers and advertisers for their loyal support over the last 20 years," stated its third and final editor, Danette Breitenbach.

Founded in 1993

Founded by the late John Farquhar in 1993, Louise Marsland took the reins in January 2009 before passing them on to Breitenbach in March 2012. Initially part of Sandra Gordon's Platinum Publications, the monthly B2B title became part of the Primedia Publishing stable before eventually being acquired by Media24 in November 2009.

At the time of its closing, its readership was over 20 000 a month and the award-winning magazine described itself as the "publication category leader" and as the "most-read [print] advertising and marketing publication in South Africa".

Built in partnership with the industry

But it was more than that, as Marsland writes on Marklives.com: "AdVantage was not just another magazine owned by a big media company. It was a 20-year-old magazine built by dedicated publishers, editors, journalists, designers and salespeople over decades, in partnership with the industry.

"It is a legacy that belongs to the media, marketing and advertising communications industry. It helped build many careers, showcasing award winning work, profiling people, producing awards which it gave out to the very media industry which failed it. It made an enormous contribution to this industry, let us not forget that."

Say farewell

We at Bizcommunity invite you to honour this iconic industry print title - and our now former media partner - by paying tribute below in the Comments section below the tweet wall. If you have any images or multimedia you'd like to submit, please email them to moc.ytinummoczib@noitcudorp.

Devastated to hear of the closure of @AdVantagemag by Media24. Last issue July. A loss for the industry & B2B publishing.

- Louise Marsland (@Louise_Marsland) July 2, 2013

Just heard final issue of AdVantage Magazine going to print today. Sad day for the ad industry.

- MarkLives.com (@marklives) July 2, 2013

End of an era *heart sinks* RT @marklives: Just heard final issue of AdVantage Magazine going to print today. Sad day for the ad industry.

- Simone Puterman (@SimoneBiz) July 2, 2013

I am deeply saddened to hear that AdVantage magazine will be closing. For so many years the ad industry's bible. It will be missed.

- Chris Moerdyk (@chrismoerdyk) July 2, 2013

@chrismoerdyk sad this was my text book during my varsity days for Marketing Communication.

- dangisani mathye (@dangisaniMathye) July 2, 2013

@chrismoerdyk @jadeabbott oh boy that is shocking! So sad. Almost like losing a family member in the ad industry.

- Its The Marketing (@ItsTheMarketing) July 3, 2013

02/07/13: AdVantage Magazine printed last copy today after 20 years. John Farquhar (RIP) predicted this almost to the day.

- Chris Brewer (@thebrewersdroop) July 3, 2013

Absolutely devastating RT @marklives: Just heard final issue of AdVantage Magazine going to print today. Sad day for the ad industry.

- Owlhurst (@Owlhurst) July 2, 2013

Really pissed off to learn @advantagemag is closing down. It's a great publication!

- Alistair Mackay (@almackay) July 2, 2013

This is unbelievable. Final issue of @advantagemag going to print today. @media24 doing an injustice to the industry. #saveAdVantage

- Franco D'Onofrio (@frankietwigs) July 2, 2013

So sad to hear @advantagemag has closed! :(

- Roxanne Leibbrandt (@Roxanne37) July 2, 2013

"@mikesharman: Bummed to hear about @advantagemag" +1

- Melissa Attree ? (@MelAttree) July 2, 2013

We're extremely saddened by the news that the final edition of @advantagemag will go to print today. A sad day indeed for the industry.

- Provantage Media (@ProvantageSA) July 2, 2013

@advantagemag closing down? No!!!! :-(

- Mr. Kgabung (@Thabiso_Kgabung) July 2, 2013

OMG! No! ??"@advantagemag: It is with regret that AdVantage Magazine will be closing. The July issue will be the last the industry will see"

- Sivuyisiwe Myoyo (@Sivu_M) July 2, 2013

@advantagemag very very bleak news

- Murray Turner (@Murray_Turner) July 2, 2013

So sad about @advantagemag. It is an important publication. A real loss to the industry.

- Genevieve Cutts (@GenCutts) July 2, 2013

@advantagemag We are sorry to hear this :(

- TheBrandUnionAfrica (@TBUAfrica) July 2, 2013

Saddened to hear that @advantagemag will close down this month. It's been the benchmark of ad & marketing publishing in South Africa

- Skye Grove (@SkyeGrove) July 2, 2013

Farewell AdVantage magazine! Hectic, I grew up with this mag! :( http://t.co/jAA4PzzMPZ

- Pippa Holland (@Pippaholland) July 2, 2013

@advantagemag your content is really good! Is there no way you can continue in digital form?

- Stacey Rumble (@staceyrumble) July 2, 2013

Sad to hear about the closure of #AdvantageMag. It was one of the first industry publications that I started reading.

- Leigh-Ann Fowle (@LeighFowle) July 2, 2013

Sad news to hear @advantagemag will be closing http://t.co/kW8YKPjQKB

- HWB Communications (@hwbcomm) July 2, 2013

We're sad to hear that @advantagemag is closing - http://t.co/sfbSXgOXKa

- NATIVE (@Native) July 2, 2013

Sad to hear AdVantage magazine will be closing. Our industry reference and voice! #saveAdVantage

- Volcano Group (@VolcanoGroup) July 2, 2013

@media24 @advantagemag so so saddened by the news. #saveAdVantage

- clare matthes (@clarepetra) July 2, 2013

As a professional within the industry, its a sad day to hear that @advantagemag closes!

- Aneeqa (@Annie_Secret) July 2, 2013

RIP @advantagemag http://t.co/O8Hxo72Pec

- Kevin Kriedemann (@kevinkriedemann) July 2, 2013

So sorry to hear about the closure of @advantagemag @Louise_Marsland. AdVantage Magazine will be missed!

- SpaceStationZA (@SpaceStationZA) July 2, 2013

@advantagemag I am so sad to hear that! You guys have the only good marketing related mag in SA. Will you still be digital?

- Teniel Richardson (@TenielR) July 2, 2013

@Tshepo_Chaka Eish! One of the reasons why we know what we know about advertising

- Katlego Ditlhokwe (@Flocart) July 3, 2013

Awful news! RT @advantagemag: AdVantage Magazine closes - its a sad day for niche publishing

- jarredcinman (@jarredcinman) July 2, 2013

With the terrible news that @advantagemag is closing, is it yet another example of how print publications should be migrating to digital?

- NXT\ Agency (@NXTAgency) July 2, 2013

How sad!!! I guess it's goodbye @advantagemag

- Grant Jansen (@Kapetonian) July 2, 2013

@advantagemag bids us farewell - http://t.co/9BWCwGsHJL we wish all employees best of luck with future endeavours. #sad

- Biz Radio (@Biz_Radio) July 2, 2013

Such sad news. Thanks for the support and great content over the years. @advantagemag http://t.co/fcazgWMOEu

- Machine Agency (@MachineAgency) July 2, 2013

A bad day for...magazines (and one of my columns). Advantage magazine announces closure after 20 years! http://t.co/fPWTYhGNpM

- dion chang (@dionchang) July 2, 2013

I enjoyed the mag. It was a useful read! Sorry to see it go. "@advantagemag: AdVantage Magazine closes".

- Shams Ikra Essack (@ShameelaE) July 2, 2013

@danettefrog44 @advantagemag thank for all the years of industry insights. The 1st mag I read & looked 4ward to each Mth. U will be missed

- Prakash Patel (@PrakashPatel_1) July 2, 2013

Advantage Magazine shuts down after 20 years. Very sad...they've been around for my entire advertising career. They will be missed!

- Richard Lord (@rlord182) July 2, 2013

So sad that @advantagemag is closing down. I had the privilege of working for this great publication with John Farqs! End of an era.

- Jen Searle (@Jen_Searle) July 2, 2013

Sorry to hear that after 20 years of publishing, Advantage Magazine printed their last issue today.

- The MediaShop (@MediaShopZA) July 2, 2013

Wow, just read about @advantagemag being shut down... The end of an era and an institution @danettefrog44 @Louise_Marsland

- Kerryn Le Cordeur (@KerrynLeC) July 2, 2013

Cannot believe it's the end of Advantage Magazine...

- Musaba Kangulu (@Meese89) July 2, 2013

Sad to hear "@advantagemag: It is with regret that AdVantage Magazine will be closing.

- Michelle Randall (@michyrandall) July 2, 2013

Sorry to hear that @advantagemag is closing it's doors. Been a big part of the ad industry for as long as we can remember.

- Graffiti (@Graffiti_SA) July 2, 2013

Final issue of AdVantage magazine goes to print. I couldn't be more disappointed.

- Mohau Bosiu (@mohau_bosiu) July 2, 2013

RIP AdVantage magazine - loyal reader for 20 years!

- WhaleCottagePortfoli (@WhaleCottage) July 2, 2013

@advantagemag. A very sad day indeed. Hopefuly someone spots the gap and responds quickly.

- Tshepo Matseba (@KabiniTshepo) July 2, 2013

This is a sad day. Goodbye to a 17 year favourite! RT AdVantage Magazine to cease publication http://t.co/cv00vxtJ2F

- Brandon October (@BrandonOctober) July 2, 2013

Shocked and saddened by the news that @advantagemag closed shop today!

- Carmen Steynberg (@carmens_s) July 2, 2013

Ad industry's bible, Advantage Magazine has closing down. Niche publishing must be so heart sore :(.

- IG:QueenCeez (@QueenCeez) July 2, 2013

July will be a sad month for the media; marketing and advertising industry - Advantage magazine bids us farewell!...: http://t.co/ucF2R8dmAg

- Helena van Wyk (@larablack2) July 2, 2013

Gutted for @danettefrog44 & team. So sorry to hear of the closing of @AdvantageMag. An iconic B2B title.

- Darren Smith (@DazMSmith) July 2, 2013

Sad to see @advantagemag print their last issue.

- Red September (@redseptemberZA) July 2, 2013

#AdVantage magazine's last issue went to print yesterday. They're discontinuing. Sad sad news! ?

- Makhosazana Khumalo (@MakaUmi) July 3, 2013

Damn!!! ? RT @MakaUmi: #AdVantage magazine's last issue went to print yesterday. They're discontinuing. Sad sad news! ?

- ZoLucyPlaatjie (@ZoPlaatjie) July 3, 2013

Salute to the final issue @advantagemag http://t.co/1vlJmGbt5I : Marklives!com via @marklives. Sad news indeed! #advertising #SouthAfrica

- Y&R South Africa (@YoungRubicamSA) July 3, 2013

Sad to hear that AdVantage magazine is shutting down. Loved reading Farquhar's articles when he was still around... http://t.co/PrWIOiXpWw

- Jamie Agenbag (@jagenbag) July 3, 2013

Sad to hear that AdVantage magazine is shutting down. Loved reading Farquhar's articles when he was still around... http://t.co/PrWIOiXpWw

- Jamie Agenbag (@jagenbag) July 3, 2013

@AdvantageMag Your contribution in the marketing,PR,media and advertising industry will be missed.You had a ... http://t.co/Vp8psrt1u9

- Lukhanyo Mpumela (@Lukha_M) July 4, 2013

@advantagemag sad to see you go, I would devour the mag cover to cover every month #saveAdvantage

- claire williams (@searchpartyrec) July 5, 2013