Putting the limelight on Joburg

Says Rowlett, "Joburg is renowned for its outstanding theatre, exceptional live music and non-stop night-life. I will be doing all the research and will deliver the "pick of the bunch" each fortnight - directly to subscribers' inboxes." Rowlett has extensive experience both on stage and in front of the camera

According to the site, the response from subscribers has been extremely popular. Says Shelli Nurcombe-Thorne, sales and marketing director of Joburg.co.za: "Joburgers are far too busy to research what is happening each and every weekend. As such, the 'push' technology of email is extremely effective as all the relevant information is delivered to subscribers on a regular basis."

One of the key benefits of the Limelight newsletter is that subscribers can use the "email this page to a friend" link to forward relevant information to their friends.

"Word-of-mouth remains the strongest and most powerful form of interactive marketing," says Nurcombe-Thorne. "In an online environment, it is more a case of word-of-mouse - but the effect is the same - you know you are on to a good thing when subscribers continually forward content to their friends."