Tell us about increasing your circulation so significantly in a year?R
align=justifyIncreasing circulation is part of our overall strategy and when Don Pinnock, the editor, and I took over our respective roles around the same time about a year ago, we knew we needed a longer view approach, starting with getting the basics right. We have focussed on our core strengths as a magazine – excellent photography, quality journalism and in-depth information for the readers on “how to” travel. And it is working, the reader feedback is increasingly positive.R
align=justifyHow would you describe a typical Getaway reader?R
align=justifyOutdoor, adventurous people who are concerned about our environment and love to travel.R
align=justifyWhat are your growth targets for the magazine?R
align=justifyWe are aiming for a paid circulation that is comfortably above 70,000. This will give us a stronghold on the market and obviously make our advertisers very happy.R
align=justifyHow do you plan to accomplish further growth?R
align=justifyFor the moment we need to appreciate the limitations imposed by the current economic climate and keep our content local and affordable, while still inspiring people to get out and travel. We are planning additional editorial value for the package: Our readers regularly get to enjoy free maps; supplements and booklets with their purchase.R
align=justifyDo you find that advertising revenue is in line with good circulation figures?R
align=justifyThe market is tough and, like everyone else, we are feeling the effects of marketing budgets being cut. However, this is when the good relationships we have with our clients and the strong environment we offer advertisers comes into play – not to mention the long-term brand value. So we are holding our own.R
align=justifyWhich publication is the biggest competition for the Getaway?
align=justifyThe Weg/Go combination is our biggest competitor. But having said that, it remains their Afrikaans offering versus our English offering. And when it comes to the English travel market, we are way ahead of any competitor.
align=justifyWhat does the editor of Getaway add to the mix to make it such a successful publication?
align=justifyWhere to begin? Pinnock is a remarkable journalist and author, a fantastic photographer and well-travelled individual. Not to mention an inspiring leader, so he brings a lot to the table.
align=justifyHow does your distribution strategy add to the success of the title?R
align=justifyOur biggest advantage is the strength of the brand. And when given a choice, retailers know the brand, like the brand and often read the magazine themselves. This allows us good listings and positioning in store. And we have a strong relationship with our distributor, RNA, who do their best for us.R
align=justifyWhat does Getaway as a package offer to readers and advertisers?R
align=justifyWe are the authority when it comes to travel in Southern Africa and we have the respect of our advertisers and readers, which comes from the credibility of the brand. And we offer them the same respect in return.R
align=justifyWhat would you be doing if you weren’t the publisher of Getaway?R
align=justifyTravelling the world.R
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align=justifyAccording to the Audit Bureau of Circulations (ABC), the circulation of Getaway magazine increased from 60,420 (April to June 2007) to 71,272 (April to June 2008).
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