Caxton Magazines has continued its commiment for its brands to live beyond the printed page with the launch of Caxton Television and its first offering BONA Mo. Positioned as a branded television segment presentation, BONA Mo is an extension of the magazine and not a TV version connecting BONA readers and SABC1 viewers with advertising partners.
“At Caxton Magazines we do not see ourselves as only producers of magazines,” says Anton Botes, general manager for the Group. “We are in the business of providing relevant, meaningful content that resonates with our readers across our titles; in whatever format they consume it. So television for us is the next logical step in the evolution of our brands.”
The decision to pilot this initiative with BONA magazine
was something that “just made sense” for Botes. “BONA
is the most widely-read, paid-for monthly magazine in South Africa and the only one to be available in four languages. So there was no better option than to use this dynamic title for this innovative approach to branded lifestyle content.”
This approach to providing meaningful and inspiring content in an innovative way is something that is echoed by BONA editor-in-chief, Linda Mali. “BONA is designed to empower and motivate our readers to be who they want to be and all the content we produce needs to remain inspiring to our readers and now our BONA Mo viewers as well. By keeping to our brand pillars of celebrity, food, beauty and fashion, relationship and family and careers and entrepreneurship, we can remain authentic with our content and promote our brands with integrity.”
“This is definitely a first for a South African brand and a first for South African television and we look forward to the response from viewers, readers, advertisers and the Industry alike,” concludes Botes.