“While the abouTime cover will retain its signature black, white and red style, the layout has been refreshed to reflect a contemporary and eye-catching style, adding to the appeal of the entertaining and quality editorial,” says Laura Cooke, abouTime Magazine editor.
“Distributed free of charge to over 100,000 passengers per month in a mix of business and leisure travellers, research suggests that readers spend an average of 32 minutes absorbing the publication. This, combined with a sizeable readership that is constantly changing, means that advertising messages are exposed to an audience rivalling that of many other mediums,” concludes Deidre Theron, chief executive of TCB Group and publisher of abouTime Magazine.
A new abouTime website - www.aboutime.co.za will be launched this month to enable readers and potential advertisers to view current editions, read articles from current past issues, and comment and interact with the abouTime team.
In December, kulula will replace the current in-flight magazine, Comic Life with the new monthly in-flight magazine, kuluma, meaning 'talk' in Zulu. Published by Touchline Custom Publishing (TCP), the entire magazine will be produced in an interview format with each issue featuring a local comedian as the guest editor.
This brings an idiosyncratic, creative and light hearted tone to the content while guaranteeing a connection between kulula and its passengers said Touchline Custom Publishing general manager, Seraj Toefy. "We are very happy that our understanding of the client's corporate identity and objectives were correct, because that was the basis of us coming up with an editorial concept that kulula could associate with."
The airline's passengers fall predominantly into the LSM category 7-9 but increasing business flights means kuluma may also have access to LSM 10 consumers.
The 96-page, creative and unusually sized magazine hopes to reinforce the kulula trademark integrating the five brand pillars of people, travel, shopping, good deals and fun.
“kulula is at a fabulous life-stage; we're growing up and have an amazing fan base of people who get what we stand for and have great expectations in terms of value, simplicity and a brilliant experience. Our on-board magazine is one of our most precious touch points and we can't wait to work with Touchline to connect with our fans in a refreshing, funky, smart and relevant way,” says Comair group marketing executive, Heidi Brauer.
