Managing Editor, Irene Oxley, is pleased with the achievement, particularly when comparing the size of the publishing houses. “The top two spots were clinched by Media 24 titles, so for a small independent publisher like Lunar Dragon, to be voted in the top three is a real feather in our cap. We have neither the infrastructure; financial clout; nor the staff complement of the other major print group and yet the South African youth love our publication.”

The publication combines the best of local and international content and frequently conducts its own surveys; focus groups; and social networking to ensure that the publication maintains relevance in the lives of its readers.

In a 2009 survey, TeenZone was also voted number five out of all magazines in the country.

The awards ceremony was held in Fourways, Johannesburg, where the ‘coolest’ brands of them all were revealed, as voted by South Africa’s youth. Hosted by 5fm’s Anele, it was a full-house of enthusiastic youngsters; well-known celebrities; and the who’s who of the marketing industry – all eager to learn what makes the most powerful and influential generation of our time tick. The survey was conducted by HDI Youth Marketeers in February/March 2010 and polled the opinions of over 5 800 young urbanites from six major provinces in South Africa.