At Shape, we believe that life should be lived with passion, enthusiasm, confidence and compassion — qualities that are testimony to a strong body, healthy mind and happy spirit. We embrace adventure; we applaud that which inspires; and we strive for a balance between being active and knowing when to relax. Through our mix of solidly researched health features, gorgeous fashion, in-depth beauty coverage, and social and relationship issues, Shape’s editorial empowers readers to take charge of every aspect of their lives.
Background
Shape was launched in SA as a joint venture between Touchline Media and Weider Publications Inc in the US, and celebrated its eighth birthday in October 2008. The US edition is the fourth-largest young women’s title after Cosmopolitan, Glamour and InStyle, with a circulation of 1,7 million. Shape is published in 15 countries worldwide, and is the world’s best-selling health, fitness and beauty magazine.
In SA, Shape is the top-selling health and wellness magazine.
Awards
Shape has won three Advantage Admag Awards, Marketing Mix’s Content Champion award and five Sappi Pica Awards.
Shape’s target market
Core demographics (AMPS 2008A):
1. Urban women aged 24-35 years – with an average age of 34
2. 58% are 16-34 yrs
3. 50% are LSM 9-10
4. 62% of our readers are WCI and 38%
are black.
5. Average personal income of R9185 – the highest of all female glossies, and 54% higher than the average for the female glossy category.
More about her
The Shape reader is young, confident, inquisitive, motivated and lives life to the full. She is career-driven (highest percentage of degrees or diplomas of all the female glossies), energetic and enthusiastic, but strives to achieve balance and overall wellness in all aspects of her life. She is aware that her spiritual and emotional wellbeing is as important as her physical health. Looking good is as important to her as feeling good.
Our six key pillars
Fitness
Health of the body (a holistic approach)
Health of the psyche and spirit (stress management and me-time)
Fashion
Beauty
Food and nutrition
Shape’s editorial mission is to help women make the most of themselves – and get the most out of life – by providing well-researched and informative encouragement for a healthy and balanced way of living.
