Entrepreneur, the number one selling business magazine in South Africa by issue at the newsstand, is also the country's top award-winning publication.
This follows the recent Admag awards where it was awarded gold in the business magazine category, following on from a host of other industry awards garnered.
Publisher Andrew Honey says the significance of the awards is highlighted by recent Audit Bureau of Circulations (ABC) figures which placed it in the lead across several categories.
“A publication is ultimately judged by how consumers respond to it,” says Honey. “The ABCs are the most objective way to assess that and the figures have confirmed that we are on the right track. Growth has been consistent at between 20% and 35% for every measurement cycle since the launch of the magazine in April 2006.”
What makes a magazine a leader in its category? While the value of the magazine lies in its mix of the world's best how-to writers, practical advice, inspirational, real-life stories, simple yet dynamic layout and eye-catching covers, Honey attributes the growth of the publication to brand development and promotion.
“Publications cannot be treated as products that can be modified at will on a monthly basis,” he says. “That can leave readers feeling that their expectations have not been met. Any world-class brand is consistent and dependable, and does not try to be all things to all people.”
He also makes the point that the best brands are constantly promoted. “Putting a magazine on the shelves is not enough; Entrepreneur has exhibited at the annual International Franchise Expo and the Franchise and Business Opportunities Expo every year since its launch, and has also invested heavily in billboard advertising in Gauteng and at major airports for the past two years.”
In addition, the magazine has evolved into a multimedia brand. “We have a weekly show on KayaFM and a website that mirrors the print publication,” Honey adds.
What differentiates Entrepreneur from its competitors, he notes, is the quality of the writing and the way that information is packaged. “It's about incisive, practical and easy-to-implement solutions for people who either want to start a business or to improve their existing company. In business publications content is everything. Attention to detail and the highlighting of key learnings are what keep our readers hooked.”
He acknowledges that the magazine also came onto the market at the right time, given the promotion of entrepreneurship and the drive to beat the recession.
From a sustainability point of view, the magazine has achieved what few other new entrants to the market have. “Because our circulation figures have gone up and up and our readership has grown so consistently, we are able to provide advertisers and marketers with a great medium through which to reach their customers.”
Entrepreneur also has longevity in its favour; 89% of readers, according to an audited survey, keep each issue of the magazine as a reference tool. “That's great news for advertisers as their message is seen over and over again.”
AWARDS & ABC SUMMARY
PICA AWARDS: Nov ‘07 Best international special interest (male and female) Philip Tyler Trophy for best new launch - local and international Finalist: Consumer Magazine of the Year
EXHIBITIONS: May '07 & Sept ‘07 Gold award at the International Franchise Exhibition Gold award at the Franchise and Business Opportunities Exhibition
ADMAG: April '08 Gold award in the business category
ABC SUMMARY *Audit Bureau of Circulation statistics for Oct-Dec '06 vs. Oct-Dec '07, Entrepreneur is the:
No.1 selling business magazine by issue at the news stand No.1 growth magazine for total sales in all magazine categories* (85.2%) No.1 growth business magazine at the news stand* (99.7%)
*Minimum of 1000 sales in Oct-Dec '06 for total paid. Excludes ABC suspended titles or publications that did not post an ABC in one or both of the quarters.
Visit our PRESS OFFICE: Entrepreneur is the best-selling business magazine on the newsstands in America. It is also the best-selling entrepreneurship magazine in the world (published in the USA, Mexico, Russia, Hungary, China and the Philippines, with global monthly sales in excess of 800 000 copies).- more....
Connected by: Uninet
This follows the recent Admag awards where it was awarded gold in the business magazine category, following on from a host of other industry awards garnered.
muti
del.icio.us
stumbleupon
yahoo
google
facebook
newsvine
Digg
Reddit
GoGuide
