Lifestyle magazine for City Press launches

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The bold, 32-page, large format magazine, reportedly the first of its kind in South Africa, debuted in the Gauteng and KwaZulu-Natal markets, as a regular insert in the national Sunday newspaper.

The magazine's title was conceived to reflect the confidence of its targeted readers, who are excited to be part of today's growing, optimistic and multicultural South Africa and for its use as the universal symbol for information.

"i is truly a much-needed hybrid for today's reader, a well-produced, entertaining and substantive modern lifestyle magazine wrapped up in a Sunday newspaper," said New Media's business development director Andrew Nunneley.

In preparation for the launch, the company put its top editorial staff with a brief to develop a sleek contemporary look, thought-provoking editorial and a unique smart tone to fill the magazine's covers, which measuring in at 275mm in width by 350mm in length, are extra-large.

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The inaugural issue has a cover story by journalist Sipho Hlongwane, who looks at Gauteng's new breed of bikers: smart, savvy professionals who are hooked on the exhilaration of Harley-Davidson. Hlongwane will also pen a regular column entitled 'Word Up' and Sam Wilson, whose honest humour keeps South Africans laughing at themselves, will fire off a weekly column called 'This Just In'.

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In iExcel, technology entrepreneur Gareth Knight talks intimately about lessons he has learned. Sport gets the i treatment in iPlay, with a fascinating deconstruction of a recent World Cup rugby play. There's a great twist on the usual celebrity feature in iSpy, in which readers 'tag along' with celebrities as they engage in an everyday activity, and iTech looks at the technology devices celebs are using. Conversely, iStyle turns away from the big names to highlight everyday people with extraordinary personal style, and iDiscover offers unstuffy modern-day advice on issues of etiquette, like how to set a proper table.

The iEat Drink Savour offers a feature, which gives both critics and readers a crack at restaurant reviewing and, on the back page, iQ looks at the life of iconic label, Louis Vuitton.