It’s a question of … continuing to build DRUM’s sales while keeping the historic title relevant. With Editor Makhosazana (Khosi) Zwane-Siguqa at the helm for just over a year, the 60-year-old magazine’s circulation grew from 129 317 to 138 479, year-on-year, in the last quarter of 2011. Not an easy feat in today’s climate when the print media is taking some seriously hard knocks.
Your circulation grew by almost 10 000 copies over the last quarter of 2011. What’s the secret behind that success?
It wouldn’t be of a secret now if I told now would it? But seriously there is no secret. We just work super hard at being relevant every week.
The weekly magazine landscape is ultra competitive. More so in the black market. So for DRUM we experimented with a lot of different cover strategies and they worked. One of the perks of being a weekly is you get a shot at four covers a month, the feedback for what works and what doesn’t is more immediate than with monthlies and you get to do things first.
What is the most challenging aspect of working for what is arguably South Africa’s most historic magazine?
Keeping it youthful and edgy whilst staying true to the brand’s heritage and values.
Do you have an iPad and if so, what media apps do you use the most?
Yes. I like all sorts of apps but mostly subscribe to business, education and travel categories.
What three things should magazine publishers/editors be keeping an eye on in 2012?
The economy and its impact. (The unholy trio) of food prices vs fuel, vs electricity.
Keeping great talent in-house.
What should media planners and buyers know about DRUM this year?
We now have the third largest circulation after our sister brands Huisgenoot and You and now have the number one circulation spot in the back market.
We’ve just extended our distribution reach and we’re reinvesting in DRUM Zulu.
Has DRUM’s advertising increased or declined over the past year? What’s your advertising strategy for 2012?
It has increased. We have a good looking upward trending curve. I obviously can’t discuss strategy on this platform but we’re always seeking to build long lasting relationships with innovative and exciting brands.
What did you get out of appearing as yourself on The Wild?
DRUM has a long history of reporting on soaps – about the shows, the characters and the personalities. It was a learning experience to interact so closely with the ‘product and subject’. To immerse oneself completely in the making of the production gave me an opportunity to experience of what goes on behind and in front of a big budget quality production like The Wild.
Which soaps do you watch? In fact, what does your television viewing schedule look like?
I mostly watch news and current affairs followed by lifestyle channels.
Who would you personally most like to interview?
What three things live in your handbag?
Hand sanitizer, lip-gloss, sunglasses.
Follow Zwane-Siguqa on Twitter @KhosiandherDrum
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