Media24 launches Top Gear in South Africa

The South African edition of Top Gear magazine, print extension to the iconic television programmes, will hit newsstands in October, following a licensing agreement between Media24 Magazines and BBC Magazines, Media24 Magazines CEO John Relihan announced today.
“Top Gear is the biggest motoring media brand in the world. We’re very excited about working with BBC Magazines in bringing this highly enriched experience in motoring magazine journalism to South Africa,” John said. “This is not only a considerable boost for our own automotive offering, but will offer both readers and advertisers a wider choice on a level not currently available in the local market.”
Joanna Marshall, head of International Licensing and Syndication at BBC Magazines, is equally proud of the launch. “For us, Top Gear South Africa is a major milestone as it marks the 27th published licensed edition, with the title available in over 50 territories across the world and the television programme broadcast in morethan 170 countries.

“We’re confident that we have found a perfect home for it at Media24, with its deep understanding of the local market and a solid reputation in the South African market.”
Top Gear SA will be edited by Pierre Steyn, former editor of topCar, the other automotive title in Media24’s portfolio. The Lifestyle magazine division is currently recruiting for a suitable successor to edit topCar.

A personal fan of Top Gear, Pierre commented on the huge popularity of the television programme amongst a cross section of South Africans: “What’s not to love about the highly entertaining mavericks of motoring journalism? The very unique content mix, irreverence and unpretentious tone of voice transcend all cultural and geographical barriers.

“The magazine also delivers on this brand promise, with careful attention to not simply repeating TV content. play a vital role in the magazine content; all three contribute monthly columns and features and rotate the Editor’s letter between them. The Stig is equally a part of the magazine, as we regularly put his driving talents to the test.”

Charlene Beukes, general manager:Lifestyle Magazines at Media24, stressed a very clear distinction between the positioning of these two titles in her portfolio. “Whereas Top Gear is motoring entertainment in overdrive, topCar is the consumer champion that brings an independent and comparative view on models in the showroom to readers, packaged as a really good read.”

The November launch issue of Top Gear South Africa, available nationally from 24 October, will retail at a cover price of R29,95.