New Whisky magazine to launch

Money spinner?

Who says Old Media is dead? Whisky is South Africa’s latest niche title magazine, to be edited by Fiona McDonald, who used to head up Wine magazine. She will be supported by celebrity chef Mike Bassett as food editor, the experienced Stuart Johnston as motoring editor and contributors will include the likes of Graham Howe, Emile Joubert and Neil Pendock.

Glossy in format and 72 to 80 pages in length, Whisky is set to appear bi-monthly with no cover price. Initial print run of 10 000, of which 6 000 copies will be distributed via the 100 flagship stores of the Tops at Spar liquor retail chain.  The balance will be available in top hotels, bars (including certain golf club bars) and other suitable identified venues and to subscribers, who can have all six issues delivered to their door for the price of the postage. The launch issue is February 2011 – just in time for the J&B Met.

Let’s face it: a pretty smart idea given the advertising budgets of the whisky brands.