In line with the global publishing trend pursued by international fashion titles, Edgars Clubmagazine re-launches this month in a nifty new handbag-sized format. Along with the new compact size, an extra 16-page section will be added
to every issue, making the magazine a convenient and comprehensive style guide for an in-store shopping spree. The October 2012 issue, which will be mailed to just under one million readers this week, features the new ‘bigger but smaller’ format of the monthly magazine, packed with current fashion trends, gorgeous beauty looks and chic décor buys.
“The smaller size, gloss-varnished cover, increased content and thicker paper gives us a distinct point of difference in the market, enabling us to reinvent the traditional fashion custom magazine category. We also snuck an advanced copy into a focus group and received overwhelmingly positive feedback,” commented Justine Stafford, Group Editor for Edgars Club magazine.
She adds that the team is continuously searching for new ways to push both fashion and publishing boundaries, clearly evident in the latest fashion and beauty spreads which were shot on location in Kenya, a first for Edgars Club magazine. The fashion and beauty editors who went on location were tasked with the challenge of bringing back stellar summer stories, and despite unexpected tropical storms and high levels of humidity, did just that.
This new-look issue also speaks to every woman’s desire – shoes – in line with the current in-store promotion, We Love Shoes, showcasing the extensive in-house range which Edgars has to offer.
Having taken over the magazine nearly 18 months ago, John Brown Media is anticipating the impact that this now smaller magazine will make amongst consumers and advertisers. They’ve found that many consumers tear out pages to use as an in-store shopping guide, so the new handbag-friendly size makes it far more convenient for their shopping needs.
“Our research clearly showed that today’s fashionista is looking for ways to keep up to date constantly with both local and international fashion trends. They resoundingly said a big “Yes” to the handbag-sized Club magazine that now has more pages, more editorial and more fashion info that is easily accessible,” added Cameron Burt, CRM Marketing Manager for Edgars Marketing.
Striking fashion spreads, profiles of international and local fashion icons, lifestyle advice and tips from experts will continue to take precedence in print. Edgars Club information and benefits will also be available in print as well as via the new Edgars Club website, which is set to reveal its own face-lift at the same time. Started more than 20 years ago, Edgars Club provides exclusive benefits, products and services to over a million members.
John Brown Media is one of the world’s leading content agencies, with a passion for helping brands engage with customers across a multitude of platforms. They launched in South Africa in 2007 to publish Pick n Pay’s Fresh Living magazine and have since added Edgars Club, Discovery and Spur Totemmagazines to their blue-chip client portfolio.
Pick n Pay and John Brown Media announce the launch of SA's first digital food blogger competition - Freshly Blogged
John Brown Media is part of a global leading content marketing agency, with offices in Cape Town, Johannesburg, London, Hong Kong and Dubai. Our passion is helping brands engage with customers across a multitude of platforms from digital to print. We launched in South Africa in 2007 to publish Pick n Pay’s Fresh Living magazine and have since added Edgars Club, Discovery and Spur Totem to our blue-chip client portfolio.
As one of the fastest growing content agencies in South Africa, we offer our clients innovative 360-degree solutions. Pivotal to this offering is our growing digital capabilities; continuously raising the bar for our clients while remaining focussed on what we do best – helping brands create a dialogue with customers, which results in a commercial transaction and greater brand engagement.
Pick n Pay Fresh Living
Pick n Pay’s in-store magazine, Fresh Living, is the top-selling food mag on SA shelves. This topical, fun and accessible food and lifestyle monthly is aimed primarily at women shopping for their families. Brimming with practical, modern recipes, health and décor ideas, humour, social commentary and local celeb interviews, Fresh Living aims to educate, inspire and entertain. We showcase the broad range of food and other products available at Pick n Pay, and focus on affordable, user-friendly solutions and ideas for the South African family.
Discovery magazine, South Africa’s biggest circulating healthy lifestyle title, has a fresh, vibrant new look and content that is focused on healthy lifestyle inspiration, motivation and advice – rather than on disease prevention. Distributed three times a year, Discovery magazine offers relevant, easy-to-read health features by the best South African writers, plus fast, fun recipes, tempting travel ideas, fitness and sport, and technology. Discovery is posted to more than one million Discovery members.
Close to one million Edgars shoppers receive Edgars Club magazine each month, an exclusive publication for Edgars Club members offering a host of benefits plus top fashion, beauty and décor trends, exciting in-store products and practical ‘how-to’ tips to help members gain more from their Edgars shopping experience. Edgars Club magazine is published in English and Afrikaans and is aimed at the savvy shopper who wants to maximise the benefit of being an Edgars Club member.
Spur Steak Ranches’ quarterly edutainment magazine, Totem, is the biggest circulating kids’ title in South Africa, packed with fun activities for children and distributed in more than 230 restaurants nationwide. With the ‘Secret Tribe’ members Soaring Eagle, Buffalo Brave and Buttercup on its editorial team, each issue reflects a passion for good food and family values and is jam packed with awesome competitions, interactive educational games, eco-friendly tips and a fun-filled Spur Secret Tribe Adventures comic.