The most upmarket way to tap the top-end Afrikaans market

1. The most upmarket way to tap the top-end Afrikaans market

2. When Last Did You See a DE KAT? • Have you seen a DEKAT lately? • If not… • Please indulge yourself in the sensually pleasing experience of turning the glossy pages of this enlarged, visible eye feast that is the . . . new DEKAT • A serious force on the media scene . . . your key for captivating the Afrikaans market . . . as its superb quality captivates them . . .

3. What’s New About the New DEKAT? • In July 2002 DEKAT was taken over by African Sky Publishing under the watchful eye of publisher, Elzilda Becker • In this period, the magazine has undergone quite a “facelift” • It’s now in BIGGER format (320 x 240 mm) • And is only available QUARTERLY • As well as being VISUALLY STUNNING, SUPER GLOSSY , SUPER SMART and SIMPLY SUPERB

4. What is DEKAT? • DEKAT is an upmarket Afrikaans lifestyle magazine. • DEKAT has become entrenched in South African culture. It has always been more than a magazine. It is a state of mind. It can even be called a custodian of the aspirations of modern Afrikaans speaking people and a prized artefact of a culture. • We have grown to be an entertaining, stylish and user-friendly glossy magazine . . . always setting the trend DEKAT magazine is a necessary treat for its readers. It is for the exploratory soul, who is confident in who they are, and yearn to learn new interesting things. It is not for the cautious and bland minded. It causes a stir, just to make a point. DEKAT is not sedate, it is adventurous and a bit naughty • Classy, ‘coffee table’ item • Provides ‘brain aerobics’ – informative and motivational • Causes contention & delivers dry humour on people’s foibles – enchanting. • Incomparable, innovative and professional. • Journalism – highest calibre. • Articles motivate purchase.

5. DEKAT is . . . DEKATting edge • inquisitiveness meets indulgence • a rich cashmere sweater-luxurious, classy and high quality • a black dress, classy at the front but with a tantalising split at the back • a drug for the well informed • die dominee se kind • Caffe Laitte • Bioplus vir jou image • Viagra vir jou mind • the Mona Lisa laughing out loud In a world of copies DEKAT is the real thing

6. DEKAT can be described as . . . Different viewpoint – in Afrikaans High standards Moving with the times Niched Exclusive Posh club – you can belong Provocative Pretentious Arty Gutsy Cultured Visually attractive Sophisticated Variety Open minded Informed Glossy Progressive Intelligent – not pulp Depth Status Challenging Experimental Has substance – intelligent layout Academic Adventurous Good pictures! Good content! Credible Differential Stimulating Quality Brave Affluent – worth it! The future . . . Creative Classy

7. The DEKAT Challenge & Commitment to Delivery of Readers’ Expectations We envisage the typical DEKAT reader to be the sort who have the disposable income to buy a R30 magazine, but are somewhat frivolous and will not necessarily buy the magazine every month. They are, in a way, self-centred, have little concern for language and cultural factors (so they don’t buy the magazine purely for the sake of it being Afrikaans). If they see something that they like on the shelves, they’ll buy it, whether it’s in English, French or German. They’re highly educated, easily bored and unreliable as a regular reader. Therefore it is our task to come up with covers and articles to entice them into buying the magazine, otherwise they’ll simply look elsewhere - this is the challenge that DeKat has undertaken to successfully fulfil. Our readers are not like readers that buy Huisgenoot because they’ve been doing it for the past 20 years. These readers love gadgets and self-improvement – therefore things such as beauty, health and fashion are essential parts of the magazine. They also like to be challenged by the type of articles that they read, hence we carry in-depth news stories and intellectual-types of features.

8. DEKAT content . . . • DEKAT’s editorial content can best be described as ‘beauty with brains” • In addition to the features that are written by DEKAT’s resident journalists, we make use of an array of writers from all over South Africa and Europe, usually people that excel in their particular field and speak with authority

9. The DEKAT Reader • For the young and old: 34% - 16-34 years old; 34% - 35-49 years old; 32% - 50+ • National, but predominantly in the cosmopolitan centres of Western Cape (41%) and Gauteng (21%) • Bias towards females (61%) 39% Male • Well educated (43% have tertiary education) • 78% White; 15% Coloured • 80% Afrikaans; 17% English • Mature singles, young couples, mature parents, golden nests • Work status: Skewed among working people, housewives • Extremely affluent: 93% LSM 6-10, 79% LSM 7-10; 59% R7000+ Income • 63% have insurance; 47% have a PC in home; 54% went on holiday in the past year; 18% travelled locally by air in the past 12 months; 16% bought a watch/jewellery (R500+ in the past year), 42% bought CDs, 83% ate in a restaurant/ ordered take-aways in the past 4 weeks AMPS 2003B

10. Who is the DEKAT Reader - Personality • Readers are progressive, free thinking and include students, socialites, professionals and academics • Erudite – continual pursuit of knowledge – high standards • Sophisticated, with-it & stylish • Affluent and upper crust • Naturally curious – not fixated with tradition & enjoy testing parameters of existence. • Classy – enjoy products that project status • High standards – pay for quality • Part of New South Africa – be participant in change • Value things that are aesthetically pleasing

11. Total population (norm) DEKAT readers Activities DEKAT Readers Enjoy . . . % AMPS 2003B

12. The Afrikaans Market - Why it is So Important • Afrikaans is the second biggest spoken language in South Africa. • The 4.5 million people (15% of adult population) who regard Afrikaans as their first language account for a third of buying power in South Africa. Afrikaans has begun to acquire a new vigour and self confidence based on its own merits. • ‘Afrikaans is enjoying a new assertiveness in a more righteous role as an ethnic minority that threatens no one but just wants to get on with nurturing its own language, culture and place in society’. - Adfocus • Afrikaans cultural festivals are growing whilst English festifals are struggling • Afrikaans has gotten hip and young. • More young hip people - liberal outlook

13. The Clout of the Afrikaans Market in SA • 39% of R10 000+ personal income earners are Afrikaans • 41% of South Africans who have a motor vehicle are Afrikaans • 34% of South Africans who bought a new motor vehicle in the past 3 years are Afrikaans • 33% of stock exchange investors are Afrikaans • 37% of insurance policy holders are Afrikaans • 42% of Mnet/DSTV subscribers are Afrikaans • 36% of South Africans with a personal computer at home are Afrikaans • 30% of South Africans who have a DVD player are Afrikaans • 33% of South Africans who have a digital camera are Afrikaans • 24% of South Africans who flew overseas in the past year are Afrikaans • 29% of South Africans who went on holiday in the past year are Afrikaans • 32% of South Africans who bought a watch (costing R500+) in the past year are Afrikaans • 39% of South Africans who bought jewellery (costing R500+) in the past year are Afrikaans • 34% of South Africans who bought CDs in the past year are Afrikaans • 31% of South Africans who bought DVDs in the past year are Afrikaans • 23% of South Africans who ate in a restaurant in the past month are Afrikaans AMPS 2003B

14. African Sky Publishing An upmarket lifestyle magazine, covering fashion, travel, beauty, society, food wine and motoring Quarterly. Each issue carries the theme of that specific season Print order: 20 000 available in all major chain stores and local community retailers nationwide. Supported by a subscription base as well as bulk sales to corporate clients. 135 000 (AMPS 2003B) Sophisticated Afrikaans readers including students, professionals & academics with upper incomes. R29.95 R17 000 - Casual Full Page, Full Colour, 2004 Fact File PUBLISHER CONTENT YEAR PLAN 2004 MARCH - Culture vulture JUNE - Winter SEPTEMBER - Spring DECEMBER - Festive issue with wine feature FREQUENCY CIRCULATION READERSHIP COVER PRICE AD RATE

15. Reactions to the New DEKAT • All magazines produced so far have exceeded expectations within the industry. • Feedback from the public has been fantastic to say the least. • Here are some quotes from our readers for your information. • "September se DEKAT lyk ‘stunning’! – Riette Rust (Journalist) • "Het so pas die nuwe DEKAT gekry. Al wat ek kan sê, is BAIE GELUK! Die stoere boertjie het in ’n wulpse sigeuner verander. Regtigwaar, julle is besig om iets baie besonders te skep hier en ek dink julle kan ongelooflik tevrede voel met die hele poging tot dusver." – Frans Britz • The new DEKAT has become an icon to lovers of luxury items

16. DEKAT vs Other Afrikaans Consumer Magazines - What’s the Difference? DEKATting edge: DEKAT has a more affluent readership than the other consumer titles AMPS 2003B

17. R 12,500 R 12,000 DEKAT R 11,500 R 11,000 Dit AVERAGE HOUSEHOLD INCOME R 10,500 Rooi Rose R 10,000 Vroue Keur Rapport Tydskrif R 9,000 Sarie R 8,500 Huisgenoot R 8,000 15 20 25 30 35 40 45 50 % WITH TERTIARY EDUCATION Reader Positioning Graph: Income / Education DEKATting edge: DEKAT has a far more affluent & educated readership AMPS 2003B

18. Insig has a LOWER reach/circulation than DEKAT DEKAT offers better reach than Insig. Visually represented as: DEKAT vs Main Competitor • Insig is considered to be the main competitor of DEKAT • What is the true picture? Reach/Readership Average Household Income R13,093 R12,088 135,000 95,000 DEKAT Insig Insig DEKAT DEKAT has a good profile with adequate reach AMPS 2003B

19. Comparisons of DEKAT vs Main Competitors Examples of why DEKAT has a superior profile over Insig: DEKAT Insig • African 5% 0.3% • Coloured 15% 12% • White 78% 87% • Average Age 42.3 43.2 • LSM 9-10 106 000 83 000 • Travelled by air P12M 26 000 23 000 • Have motor vehicle 80 000 66 000 • Working 49% 44% • Personal Income R10 000+ 18 000 15 000 • JSE Investors 11 000 11 000 • DE KAT has a better reach (more readers) than Insig, even in select markets AMPS 2003B

20. Benefits to Advertisers • Superb paper quality : greatly extended shelf- life and reader traffic (i.e. irresistible to look at, with no loss of appeal over time) • As a quarterly, shelf life is far longer than that of weeklies/monthlies : gives ads serious longevity • Ideal for brands/products that require image building • Visually stunning & superior magazine : your ad will talk to any language group • (i.e will extend beyond Afrikaans market more so than other Afrikaans titles due to it’s visual appeal - will be picked up when spotted by all language groups) • Extremely upmarket reader profile : exact targeting (no wastage) • Established brand : everyone knows of “DEKAT” • Unique : The first up-market Afrikaans lifestyle magazine • Size : larger than other magazines, greater impact for your ad • Superb, undeniable quality of the publication will give quality to your ad. • Caring, committed team : determined to deliver you great service • Cost per 000’ = R68000/12 months

21. Why Should Advertisers Support DEKAT? • The reality is that a large proportion of affluence still lies in the hands of the Afrikaans speaking sector • DEKAT celebrates Afrikaans in a progressive and forward-looking way - it doesn’t hold onto the past, but rather carves a niche for the New Afrikaanses in a New South Africa - helping Afrikaans speaking people find their place and celebrate their culture in the context of a free and open society • A medium such as this is most important for supporting our society, by nurturing, respecting and celebrating all cultures and easing their path in formulating a new identity and image in a New World • DEKAT is the Afrikaans magazine that supports and shapes the new Afrikaans speaking person in his/her role in the new SA by its progressive and “non-dictatorial style”.

22. Weaknesses • Medium cost per thousand • Reach not that high, yet • Readership not entrenched - indulgent rather than regular buy • As a quarterly - more suitable for advertising that creates an image that can build over time

23. BAIE DANKIE !!!