ImageHard-pressed South African consumers are looking for titles that will add value to their lives and to their pockets and its no longer enough for a magazine simply to provide ‘a good read’.

So says Lisa Visser, Account Director of custom-published consumer monthly, Fresh Living, which is one of the biggest winners in the latest media figures for magazine circulation.

The magazine has bucked all trends in print media with its sales soaring by over 40% to nearly 80 000 in the past quarter, according to the latest audited ABC figures released this month.

Not only has it shot past of all the others in the food magazine segment, but it is staking a claim to being the biggest general interest lifestyle title. And it is flexing its muscles against the popular mainstream news magazine heavyweights like YOU; Huisgenoot; and Drum, as well as heat Magazine in terms of cover price.

Launched in November 2007 by John Brown South Africa for Pick n Pay, and positioned as an accessible food and lifestyle monthly aimed mostly at women who shop for their families, it is trumping competitors in the overall glossy lifestyle territory.

Its first rating by the Audit Bureau of Circulation (ABC) reports circulation figures of 48 012 for the period July-Sept 08, and its figures for the same period this year are 78 900.

The magazine, which is edited by award-winning food writer and TV personality, Justine Drake, combines family food and inspired recipes for entertaining with what is fresh and seasonal. It also focuses on health topics and current issues such as money matters, practical décor ideas and family fun according to the seasons.

It breaks the mould of other food magazines in that it includes uniquely South African lifestyle features; photo essays; and investigative news related reports.

At the same time it showcases food and home product ranges and convenience meal options available at Pick n Pay.

Lyndsay Webster-Rozon, GM for Strategic Marketing at Pick n Pay, says the magazine was launched to grow brand equity; entrench customer loyalty; and increase size of shoppers’ baskets.

“It also provides an excellent platform for the brand to communicate and educate customers and establish an ongoing dialogue.

“Fresh Living epitomises the new Pick n Pay brand identity. The look and feel; tone of voice; and affordable cover price are all representative of PnP’s positioning - fresh; modern; family-orientated; uncluttered; accessible; affordable; and iconically South African.

“Its content is based on a formula, created to ensure that there are food solutions for all occasions and needs – from those of the busy executive; the housewife with kids; to the entertainer. Its solutions are not targeted at a female reader, but rather based on occasion and need.”

Feedback on the magazine shows that recipes are the biggest driver and most popular content in the magazine. Helping consumers with their food choices and providing them with inexpensive and accessible mealtime solutions is a perfect stimulus for product sales.

“The magazine showcases seasonal produce; tips and solutions; and products available in store. From the magazine, consumers can generate a menu and a shopping list, all of which directs them to Pick n Pay’s stores and the wide range of products they have available.”

She says editorial endorsement for the Pick n Pay brand is more valuable and is less hard sell than above-the- line advertising.

“Fresh Living does not push our house brands at every available opportunity, but rather nurtures the love of food and lifestyle solutions. In so doing, opportunities are of course available for products to be promoted. Our upfront ‘Picks’ pages showcase new products – both Pick n Pay’s private and confined brands as well as national brands.

“Fresh Living magazine is not a free magazine but is a conscious purchase by consumers and this ensures that our readers are receptive to and engaged with the content.”

Webster-Rozon says the phenomenal consumer response is borne out by the latest growth in circulation figures.

“Consumers love the affordability of the magazine particularly given its high production values. Readers write in to comment on how useful the recipes are – both from a product and price positioning. They see our beautifully styled food pics as inspiring, yet accessible and love the regular travel and pictorial features.”

In the first year of launch it very quickly established itself as the largest audited food magazine in South Africa. And then it went on to win the highest accolades in 2008 for Best Retail & Consumer Goods magazine and Overall winner of the Best Customer Magazine of 2008.

Visser says the magazine’s ongoing success shows it is delivering against its initial promise, both in terms of content and value for money.

“The magazine is all about real food for real people – you don’t have to be wealthy or a fantastic cook to be able to achieve the delicious meals featured in Fresh Living.

“Magazines today need to do more than entertain. They need to understand their readers’ needs. Fresh Living does this in an unpretentious way. Its content is particularly relevant in SA today in that it caters for consumers who are looking for innovative ways to entertain and to manage their budgets. Its recipes for cooking on a shoestring budget appeal to many suffering from the current economic downturn.”

She attributes the magazine’s increasing success to Pick n Pay’s support especially at in-store level. The power of point-of-sale positioning is proven by the fact that despite a 20% increase in cover price in the period its sales still shot up by 40%.

Webster-Rozon says the group has created display units for Fresh Living right at the point of purchase in most of its stores.

“It’s part of the cheque signing unit at every till. We have over 6 000 till points across our store estate and these continue to increase as we open and refurbish more stores. This helps to make the magazine very visible to the millions of customers who pass through our stores weekly, and it’s very easy for them just to add it into their basket as part of their transaction.

“We also actively promote the magazine through our digital channels - website; email campaigns; in-store plasma screens at till point; in-store radio – and we have recently launched a digital newsletter using the Fresh Living brand, which we send out monthly to our database of 200 000 customers.”

Visser says not only is Fresh Living excellent value for the readers, but offers one of the best returns on investment for advertisers too.

“The increased copy sales were generated despite a cover price increase in the past year to R11.95 from R9.95. And for advertisers, its cost per 1 000 offers the best value in its competitive set.”

At 78 900, Fresh Living’s cost per 1000 is R411.91, compared to food titles like Food & Home Entertaining, with a circulation of 34 206 and cost of R642.52 per 1000; Woolworths’s TASTE, which has a circulation of 35 052 and of R707.52 per 1000; and the quarterly Sarie Kos, which has a circulation of 49 566 at a cost per 1000 of R475.04. Bi-monthly food glossy, Avocado, has the highest average cost per 1000 of R960.61 on circulation of 24 984.

Fresh Living’s latest circulation figures have placed it ahead of value sector women’s interest titles like Essentials (46 620); Fair Lady (74 094); Your Family (61 145); Ideas/Idees (72 932); and just behind Women & Home which has a circulation figure of 80 205.