The custom publishing magazine, published by New Media Publishing for Ackermans, is distributed to close to 250 000 Club Members each month and is a very popular benefit of the Ackerman’s Club.
The new masthead reflects this value with a shorter, simpler, more direct and modern A. with the slogan underneath EVEN MORE FOR YOU – emphasising the brand’s focus on assortment, choice, quality and value for money. The new layout focuses on making the content structure easy to navigate and incorporates far more colour. It also boasts a design device that is as fresh as it is fun. Playing around with the capital A, then turning it on its side, led to diagonal lines that pop up in a variety of shapes and sizes, tying everything together to create a harmonious entity and unique look.
Editorially, the planned content has been refreshed to more holistically reflect all aspects of the readers’ lives. The segments are Mind - information that not only pinpoints challenges but provides solutions; Body - a better you – Fashion, Health, Food; Soul - Inspiration, Culture, Religion and the My Club and My Family sections – which also include a special children’s play and craft section.
The editorial tone is informal, combines English with vernacular when appropriate and incorporates humour.
The reader feedback in the research also included where they read the content, so the font has been changed to make it easier to read in darker environments, or whilst on the move. Copy is broken into easily digestible pieces, there is the inclusion of personal experiences and more visual or graphic elements to make information easier to access.
“Everything we do at Ackermans is with the main purpose of bringing value to the lives of our customers”, says Angela Beukes, marketing manager: customer relations of Ackermans.
“While magazine refreshes are a normal course of business, this one was extra special to us as Ackermans is celebrating our 100th birthday this year and has been working with New Media Publishing on the magazine since it launched in 1997. Relooking at the magazine is another way to ensure that we are adding value where it matters most and remaining relevant. We spent a lot of time listening to our customers and their needs; interviewing shoppers and even spending time in their homes. The knowledge we gained this way, together with the magazine research, helped us ensure that the magazine refresh aligns with customer needs.”
Magazine editor, Elmari Rautenbach, lead the New Media Publishing editorial and design teams behind the makeover. Rautenbach says; “We set out to bring our readers a magazine which is modern, attractive and accessible. We are confident that the magazine will add value as well as entertainment to our audience, who are busy women with children in their lives, are fulfilling a variety of roles and who want real value for their time and money.”
Andrew Nunneley, GM at New Media Publishing concludes; “The Ackermans Club magazine was the first custom publication in the New Media Publishing stable – a whopping 18 years ago. Over the almost two-decades of its existence, the magazine has grown to epitomise the power of well-executed custom publishing. It has grown substantially over the years, not only in terms of the number of readers but also in terms of its content and the platforms it uses. We are very proud of this new look and structure. It continues to be a great example of custom publishing giving a defined audience exactly what they are looking for and more.”