"We are launching ahead of schedule due to the massive popularity of the Western Cape edition that we brought out in April. Due to advertisers' demands for space in the magazine, the first Gauteng edition will be the biggest to date, with 130 pages in total and 30 pages more advertising than before."
The magazine, covering both residential and commercial property, has an interesting mix of news and useful editorial content featuring trends, unusual homes, celebrity homes, finance and legal information around property ownership, as well as looking at the broader issues surrounding property facing South Africans today. The magazine will also have regular
special interest supplements like renovation and first time buyers. The Durban launch is planned for early 2005.
"With 90 000 of our 100 000 copies distributed free to AB income homes, SAA/Virgin/KLM business and first class lounges, Rovos Rail, 5 star hotels, South African consulates and embassies worldwide, and other luxury leisure outlets throughout the Western Cape and Gauteng, The Property Magazine is the biggest publication targeting this income group.
"The Property Magazine fills the huge gap in the market for a dynamic, new marketing platform to target the country's most discerning property buyers and sellers, together with foreign visitors that are eager to invest in South Africa. Our penetration of the AB income market is unparalleled."
An initial 10 000 copies will be sold nationally at leading newsstands including Pick n Pay, CNA and Exclusive Books for R19.95.
"Very often advertisers, placing ads in glossy publications, have to compete with 120 or more other titles on the shelves of retailers. The Property Magazine gives advertisers a lead start in the journey. At the consumer's doorstep, there is only one choice of magazine, and the distance to the living room is so much shorter.
"Our advertisers have told us that apart from our scientific targeted distribution model, the fact that they can advertise their houses and property developments with high quality pages that are larger than regular size, has boosted the response. Our web presence with all editorial available online makes The Property Magazine available to those who did not receive it
at their homes. This is an added benefit to advertisers who enjoy free links to their own sites via www.thepropertymag.co.za."
The Property Magazine, recently ABC registered, has been strongly endorsed by advertisers and investors alike. The October edition has over 100 advertisers and 19 of the top 20 estate agents advertising in the magazine.
The Industrial Development Corporation (IDC) has recently thrown its weight behind the publication with a funding deal. Moses Silinda, head of the media and motion picture unit at the IDC says, "The IDC believes the business model adopted by The Property Magazine will provide a platform for further growth and expansion of the publishing industry and offer an
excellent alternative to advertisers."
Patrick O'Shea, CEO of Engel and Volkers says, "Residential property deserves to be marketed in the most distinctive and professional manner, by using high resolution images, quality paper and being placed in the finest publications in the world. We welcome The Property Magazine as a refreshing,
distinctive and world class addition to the market."
