This May, Finesse is celebrating its 12th year in the magazine industry. Finesse has been called many things over the years, but has nonetheless become a force to be reckoned with in South-Africa’s magazine industry.
Published by Carpe Diem Media, Finesse first appeared on South-African shelves in May 1998. Finesse is the ninth biggest consumer magazine and the fourth leading women’s magazine in South-Africa, with a circulation of 92 904 (ABC, 2009 October to December) and was one of the only two publications in the top five that showed an increase from 2008. Its subscription base still remains the highest amongst South-African women’s magazines. Over the years, Finesse has walked away with PICA Awards for Outstanding Journalism and best Local Consumers’ Magazine.

To those who know her she is inspiring; uplifting; informative; entertaining, and a friend. To others, she might be conservative; old fashioned; staid; boring; and a strict Christian magazine, as so widely proclaimed by our competitors.

Finesse is a magazine that has a holistic view of a woman, not only satisfying one or two of her needs and fancies. She gives answer to her readers own needs, the needs of their home and family; their bodies; needs that contribute to their success; health; and spiritual life. And seeing Afrikaans people are generally religious isn’t it necessary to acknowledge their spiritual needs rather than ignoring it?

Recognising the importance of satisfying readers needs has led to Finesse having a readership of 3.2 readers per copy. The content of the magazine is of such value that readers simply cannot give their copies up, keeping it for future reference. Finesse readers are incredibly loyal, and she has a regular reader base of 74%.

The need for consumers to interact with the brand has been acknowledged and gave way to several brand extensions over the years. Finesse created sensory experiences that engages, excites and entertains the reader in the form of various projects like 'Nuwe Jy' and 'Manlief van die jaar'.

www.voelgoed.co.za, Finesse’s brand new website was re-launched in April. Voelgoed.co.za is an extension of Finesse, rather than a duplication of the magazines content.
The site offers exclusive features and gives readers the opportunity to engage with the brand. Finesse gives readers the opportunity to become part of the message by sending their stories and opinions. There is a synergy between the magazine and the website to ensure the readers relates positively back to the brand.

National ‘Feelgood’ Week and the ‘Feelgood’ Expo is Finesse’s latest successful endeavour. Only expecting 3 000 to 4 000 ladies, almost 9 000 women on one day exceeded Finesse’s wildest dreams. Staying true to its motto ‘feelgood’ (Voelgoed) Finesse showed that ladies do need what the magazine offered that day in the form of workshops; performances; and interesting exhibitors.

All these extensions of Finesse gives readers the opportunity to become part of the brand, facilitates two-way communication between the reader and the magazine, and gives rise to building relationships with the reader. Listening to the reader and giving answer to their needs and fancies has contributed to Finesse’s success.

Being true to the essence of Afrikaans speaking South-African woman has made Finesse a force that has been recognised by the industry. After 12 years, Finesse is not a ‘here today, gone tomorrow’ publication.