Acting editor Donald Paul, working closely with the deputy editor Bronwen Dyke, art director Justine Sibomana and some hardworking interns, have already started the process of revamping the magazine's editorial content and its overall look-and-feel.
The new look involves three main sections in the magazine: Metro, Centre and Back Streets. Metro will carry local and international news, including what's happening in the City Hall, local food and drink venues and some urban hints on how to make the most of the city.
The Centre of the magazine (the features) revolves around five general themes: Affairs (business, socio-economics, management, general issues), Billboard (interviews with high flyers and celebrities), Culture (embracing everything from food and wine, to shopping; from fashion and design to architecture; and art to sport), Detour (travel) and Footprint (environmental issues), and will include profiles on celebrities, features on culture, the environment and entertainment, including sport.
“We want to notch up the editorial content,” says Paul. “Features and short pieces will be more edgy and in touch with the urban environment as well as offer readers an informed, fresh perspective on the cultural dynamics within our urban spaces. After all, it is where we work and play.”
Paul's and his team's objective is to make The Big Issue a good read and not just a guilt buy. He wants to drive home the fact that The Big Issue is about street trade and not street aid. “Guilt is a good enough reason to buy it, but it's not a good enough or sustainable enough business plan. We want people to look forward to each issue of The Big Issue and to buy it because they want it, not because they see buying the publication as handout for the vendor.
“More importantly, the more magazines we sell, the more vendors and their families we can support. The vendors are the bloodline of the magazine, the reason The Big Issue exists. We need to continue to provide them with a lifeline and a chance to escape the poverty trap.”
According to Paul, the magazine has over the last 10 years become a signature trademark of the City, and has created work for homeless, unemployed South Africans. Since its launch in 1996, The Big Issue has created employment for over 9000 people and put more than R10 million into the hands of homeless and unemployed people. The re-launch of the magazine is also a time to acknowledge what was achieved in partnership with generous sponsors over this period. They have set the stage for the next part of the journey.
MD Trudy Vlok said that maintaining the magazine's stability remained key to its growth in the next five to 10 years. “We want to boost magazine sales and to grow the support of sponsors and the public. The long-term sustainability of The Big Issue remains our number one priority and is a matter of urgency because the livelihoods of so many of our vendors depend on it. We appeal to corporates to include The Big Issue in their marketing and media strategies, and to ad agencies to include us in their media plans. Our priority will be to find an anchor corporate whose social responsibility profile fits in with what we can offer. This will enable us to achieve our mid-term goals over the next three years.”
Look out for your current copy of The Big Issue with SA celebrity Kim Engelbrecht on the cover. The price of magazine remains R12.00 – but remember: R6.00 goes to the vendor.
