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GRAZIA COMES TO AFRICA: Grazia is planting a fashionable foot in Africa with the launch of its 20th international edition, partnering with South African media conglomerate Media24 to publish Grazia South Africa. Other international titles in Media24’s stable include Men’s Health, Women’s Health, Seventeen, Sports Illustrated, FHM and National Geographic Kids. Media24 had previously teamed with Time Inc. to publish the South African edition of InStyle. It launched in November 2006, and was abruptly shuttered less than a year later.
Grazia’s owner Mondadori clearly has high hopes for the weekly title in South Africa, which hits the newsstands on May 18 with a print run of 70,000 copies. Zeno Pellizzari, head of international activities at Mondadori, said of Grazia, “We are sure it will have a profound impact on the South African competitive landscape, similar to what happened in markets such as France, U.K., Germany, China, Russia and the Netherlands.”
Danielle Weakley, South African editor, revealed the magazine will cover “not just fashion, but current affairs, celebrities, beauty, lifestyle and entertainment.” Targeting the thirtysomething, urban, professional woman, Grazia will have a cover price of 20 South African rands, or around $2.50. Weakley would not disclose how many ad pages were sold, but said “we made advertising target on our launch issue before we even held our launch party last March.”
As for the launch cover, she said it would be decided at the last minute. “Being a newsy weekly, we’re still on standby to commit finally to a cover girl, but it’ll be a headline-grabbing international celeb. But a lot can happen in a week.”