Media24 launches premier Afrikaans outdoor magazine

At the helm will be Bun Booyens, former Senior Assistant Editor of Die Burger. He will be supported by an experienced and dynamic team from New Media - publishers of amongst others, Visi, Insig, Time Out, Drive Out and Eat Out magazines. The publisher will be Naomi Herselman, executive director at New Media.

According to Booyens, the magazine is long overdue and will fill a distinct gap in the outdoor magazine market. "Even at this early stage we have had a remarkably enthusiastic response from the public and the travel industry. There is definitely a need in the market for an Afrikaans publication with practical and authoritative information suited to a wide readership," he says.

Patricia Scholtemeyer, chief executive of Media24 Magazines, agreed that Wegbreek would cater for a wide Afrikaans market which up to now has relied primarily upon newspaper supplements and columns in monthly titles for travel information. "The overwhelming response to VeldToe, Media24's first outdoor magazine, which focused on overland driving and related activities, was a clear indication that the market was ready for a comprehensive Afrikaans travel and outdoor magazine. While Wegbreek will incorporate similar topics to those featured in VeldToe, it will broaden the editorial offering to include an extensive guide to travel and the great outdoors throughout Southern Africa."

In addition to travel features, the 160-page glossy magazine will cover weekend breaks that can be planned 48 hours in advance. It will also highlight budget destinations, unique family orientated holiday venues and planning tips. Booyens says readers will be encouraged to relate their own experiences of family holiday breaks in the great outdoors. The magazine will also initiate discussion on travel trends and related issues via the magazine's website.

A wide range of advertisers who wish to reach the top of end of the family market will be afforded an opportunity to do so for the first time in magazine format in Afrikaans.

Wegbreek, published by New Media, will be on sale from the end of March 2004 at all the traditional outlets.