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With
some 2 million readers, You is the biggest-selling
English magazine in the country. Together with
its Afrikaans sister magazine, Huisgenoot its
winning recipe entails the following: to entertain,
inform, intrigue and inspire with topical background
features about news events touching the lives
of average South African families.
The
secret of You's unparalleled success, since its
inception 13 years ago, is simple: give readers
exactly what they want. This means articles about
real people, their joys and sorrows, coupled with
escapism in the form of entertainment, glamour
and celebrity news.
You's
editorial mix rests on two pillars: Firstly, topicality
- news background features on issues affecting
readers' daily lives, human drama, features on
inspirational South Africans, consumer articles
and health features (including medical and scientific
discoveries). Secondly, celebrity news - to satisfy
readers' insatiable hunger for glitz and glamour.
Thirdly, lifestyle coverage - You focuses on practical
fashion and beauty articles for women (and men)
as well as teenagers, food, handicraft, gardening,
travelling and motoring. Fourthly, completing
You's positioning as a family magazine, there's
a special section for children (Young You), carrying
articles, cartoons and picture material applicable
to the school curriculum, as well as teenage news
in the form of music, movies, DVDs, posters and
articles.
Throughout
the magazine, 'how to' guidelines are crucial,
in order to satisfy readers' need for a magazine
that not only informs and entertains, but also
to give them real pointers on how to save time
and money and, ultimately, give them value for
money. A top-class syndication department secures
the best pictures and articles on the international
network, and nobody beats You's TV guide.
The
result is a good read. That's why You remains
the magazine of choice for so many South Africans.
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