“There has been huge growth in the market in which we operate,” he explained. “Shortly before Leisure Wheels first hit the streets in 1997, total 4x4 sales were 3.9% of total passenger sales in South Africa. This now stands at a whopping 12%.
“We have seen similar growth in the market for accessories, products and services related to the 4x4 lifestyle. More people are using 4x4s for ‘adventure' holidays and weekend getaways. By going monthly, we can better serve this expanding market.”
The growth also provides opportunities to advertisers, he added. Leisure Wheels readers have above-average disposable income, buy vehicles that are more expensive than the average in their different classes and have an above-average interest in the special accessories and equipment that go with such a lifestyle, according to Herbst. This makes them an attractive advertising target for marketers wanting to reach these potential customers.
The title's launch issue –10 years ago – sold almost 12 000 copies, selling quarterly until 2005, when it went bi-monthly. Its June/July 2007 issue reportedly achieved record sales of almost 18 000 copies, confirming that the time was right to go monthly.
“We are excited about our move to monthly publication,” said Herbst. “The magazine has an enthusiastic following of readers, the vehicle market is extremely competitive and therefore confusing for potential buyers, and we believe we really can provide an important package of reading entertainment, education and information that will have high appeal to readers and advertisers alike.”
