Leisure Wheels gains traction
Leisure Wheels adventure motoring magazine, in a tough economic climate that has seen new vehicle sales take a beating, is bucking the trend: The magazine posted an impressive 11,1% increase in circulation in quarter one of 2016, compared to the same quarter in 2015.
In the first quarter of 2015 the magazine recorded a total monthly ABC circulation of 17 141 – that number was up to 19 044 for the corresponding period in 2016, ending just shy of the 20 000 barrier.
That 20 000 barrier, says editor Danie Botha, is the next target.
“We believe the time for sitting back complacently and hoping that people will buy your product, as good as it may be, is over and done with,” says Botha. “Our aim is to go the extra mile. That’s why we put together a comparison between the all-new Hilux and some of its closest rivals – in Australia. The result was the first official comparison with the new Hilux, which no doubt helped boost sales.”
The magazine also recently received a major design makeover, which included the addition of a range of fun, out-the-box special features.
Projects such as setting a new land speed record for a Chinese vehicle, taking in the AfrikaBurn festival in the Karoo, and building custom vehicles have proven quite popular. However, as always 4×4 overland travel remains the backbone of the magazine.
“Another arrow in our quiver is our dynamic young team,” says Botha, who took over the reigns from founding member and long-serving editor Jannie Herbst at the beginning of 2016.
“Our lads and one girl are not scared to swim with sharks or jump out of airplanes or tackle a grade five obstacle course. Our young Cape Town-based design team is also a huge asset,” he says.
Leisure Wheels is part of the RamsayMedia stable, which also includes CAR, Getaway and Popular Mechanics.
Editor: Danie Botha
2016 Q1 ABC total circulation: 19 044
25.3% increase over the previous quarter (Q4 2015)
11.1% increase year on year (Q1 2015)
ABC audited monthly page impressions: 22 690