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Written by Rachel van Doorene
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Sunday, 02 August 2009 15:14 |
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Every Woman is the publisher of the Women Inc. Myzine and a number of developmental Toolkits.
The Women Inc. Myzine is a product that has evolved from the Women Inc. Magazine. In September 2005, we published our first Women Inc. Magazine. To date we have published 12 issues of the magazine. These were hard copy publications that were sold directly to business and to our subscriber base. In the two years of printing, we reached 17 000 subscribers. We also distributed the magazine into 1000 public places (doctor's rooms, hair salons, business receptions etc). Our pass on readership was in the region of 150 000 readers.
As 2007 came to end, we needed to evaluate our business as a whole and the impact we were having. One of the things we reviewed was the effectiveness of the magazine. As we spoke to various contributors, clients and subscribers - we came to realise that the magazine was too content intensive and is more often than not, laid aside for another day, which invariably never comes. The greatest challenge for our readers was not the desire to read, but rather finding the time to read.
With this in mind, we researched alternate ways to deliver the valuable content of the magazine, but in a more accessible and cost effective way. We realised that we needed to filter the content, delivering only the information that readers specifically wanted in the format that they wanted it.
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