"The Month started in Franschhoek in October 2008 just as the world economy went to the dogs. From a first month of limited advertising revenue and 16 pages, the paper grew its advertising month-to-month, enjoyed increasing support and goodwill from readers and contributors and has now reached a 32-page format with 40% advertising coverage.

Why is this? I think, early on, advertisers saw value in our clean and colourful layout (it has been described as ‘A magazine in newspaper format’)...

Our first publication, The Franschhoek Valley Month, is now keenly anticipated by readers and advertisers alike and has proved successful in a challenging economic climate and at a time when 'The newspaper is dead' in favour of online communication. We have no way of telling whether this is due to the reasons given above or whether there was a genuine lack of alternatives in the area, but our expansion of the publication into new areas will soon give us the answers.

The roll-out plan for The Month provides economies of scale in moving the proven format to new locations. Advertising is relatively inexpensive and purchasable in half-pages, quarters, eighths, sixteenths and classifieds; all bookable via the www.themonth.co.za website. Having a readable format, good editorial and colourful advertising is an integral part of getting the advertisers' message across. Lastly, 'A magazine in newspaper format' that makes advertising cheaper can be distributed free of charge and is more accessible than larger, more expensive alternatives."