"RCS Lifestyle is an exciting venture not only for RCS, but also for TPP and Tenfour Media," says David Moseley, editorial director of Tenfour Media. "Our aim is to create a product that enhances our readers' lives with practical solutions to everyday concerns. RCS Lifestyle is unique in that it's a real magazine for real people."
RCS Lifestyle will revolve around five key editorial pillars: home, finance, shopping, entertainment and health. Keeping in line with the RCS vision of “improving your lifestyle”, the magazine will take into account the customer profile of RCS and provide a read that is informative and entertaining.
"The emerging (LSM 5 - 8) middle market is an incredibly exciting media opportunity in South Africa today. A previous lack of access to quality, affordable content, combined with fast-growing access to lifestyle improvements, makes this large market segment highly appealing, especially in tough times," says publisher Paul Ingpen.
"These 480 000 monied and educated RCS Lifestyle magazine recipients have a thirst for locally relevant, positive content that provides solutions to the lifestyle changes they're experiencing. Our magazine will focus on their unique needs and interests. The local magazine market has tended to focus mainly on the two ends of the earnings spectrum, the 'masses' and the 'elite', leaving this high-volume, lucrative readership largely untapped.
“Each RCS loan and card holder will receive a personal copy in the post, providing advertisers with readership consistency and an incredible cost per thousand of only R165. The huge bonus is that we know exactly who they are, what they like to purchase and how often. This guides editorial content and guarantees ongoing audience research without requiring infrequent sample interviews."
The quarterly publication was launched in the middle of April 2009 and posted directly to 480 000 RCS clients.
