Commented Gerrit Rautenbach, Wegbreek's editor, “Wegbreek was launched two years ago as a translation of Getaway – hence the name – but by the May 2007 issue it was entirely original in content. Furthermore, there are four travel-related magazines or supplements with the word ‘Weg' in the title: Wegbreek, Weg, Wegsleep and Wegry.”

“In a recent research study, 42% of the respondents indicated they were confused by the similar-sounding titles and more than half still believe Wegbreek is a translation of Getaway. The logical solution was to change the name and to resolve two problems in one.”

Great deal of discussion

He said a great deal of discussion had gone into the new name. The magazine content is more philosophical and esoteric – not just the facts, but entertaining storytelling behind the facts, more folklore in rich, idiomatic Afrikaans. The new title reflects that.

“When someone embarks on a journey, we wish them well – bon voyage, Godspeed, hambe kahle, go well, tsamaia hantle; in Afrikaans, mooi loop, a wish and a blessing that the traveller will journey well, the trip will be fruitful. What more could we wish readers as they delve into Mooiloop's pages?”

Readers will be introduced to the new masthead in May, when the cover will be a gatefold reflecting the old and new names, with the new title appearing on the newsstands from the June issue.

[14 Mar 2008 09:10]

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