CAPE TOWN - Cape Town publisher Touchline Media has secured rights to publish a South African edition of Shape, the fast-growing U.S.-based women's health magazine already published in eight countries. As a joint venture with Weider Publications of the U.S., the first edition will be the October issue, available from midSeptember.
Touchline Publisher Marc Blachowitz hopes Shape will mirror the success of Men's Health, which is under licence from Rodale Press, a competitor of Weider. Since its 1997 launch, Men's Health has become the country's biggest-selling men's lifestyle magazine with a circulation of 73,000.
Mr. Blachowitz is aiming for a circulation of 35,000 after one year and 45,000 after three years.
The Health & Racquet Club group has been signed up as a strategic partner, providing access for circulation building to its 80 clubs and 450,000 female members. Distribution will also be through other unconventional outlets such as health shops and beauty bars as well as bookshops.
Copyright August 2000, Crain Communications Inc.