Seef Property Group is entering the publishing market with the launch of Seef Open House, a premium property lifestyle magazine, which will launch this spring with a print run of 50,000 copies, making it one of the largest magazine launches in South Africa in recent years.
Produced in partnership with PhotoDaily Custom Media Solutions, the free magazine will be published in both print and digital formats and distributed through Cef's network of 200 branches, 1 300 estate agents, 32 premium airport lounges and 36 five-star hotels across South Africa.
According to the publisher, all 50,000 printed copies will be distributed free of charge.
Mark Blachowitz, CEO of PhotoDaily Custom Media Solutions, told The Media Online that the magazine will be funded primarily by advertising revenue and “partially by Seef”.
He said the advertising proposition was built around highly targeted delivery to affluent audiences.
“Our proposition is a mass targeted distribution of 50,000 copies to an affluent and discerning audience who love homes. This offers advertisers a premium environment in which to engage readers who are actively interested in property and lifestyle.”
signs of recovery
The launch comes as South Africa's magazine sector shows signs of recovery, with the Audit Bureau of Circulations reporting seven consecutive quarters of year-on-year magazine growth.
Blachowitz said the time is right for premium print publishing as advertisers and readers are once again embracing specialty magazines.
“The market is seeing a resurgence in niche publications, particularly publications with a clearly defined position that meet a specific need,” he said.
“Advertisers are also looking for a different, higher quality environment where they can engage customers in a more meaningful and comfortable way. Digital marketing has become increasingly disorganized, fast-paced and difficult to stand out.”
He said that focused, independent magazines are once again proving their importance.
declutter
“Focused, well-crafted independent and niche magazines are once again cutting through the clutter to create real, sustainable opportunities for reader engagement. Premium print, in the hands of the right audience, attracts superior levels of attention and offers a unique opportunity for advertising partners looking to reach this demanding demographic.”
Samuel Sieff, president of Sieff Property Group, said the publication will further the company's relationship with its clients beyond property listings.
Target: High net worth individuals
Each edition will include 32 pages of residential property listings as well as over 40 pages of original editorial covering interiors, architecture, gardens, food, travel, entertainment and property trends.
The magazine will target LSM 8-10+ readers aged 25 to 65, focusing on high-net-worth home owners, investors, semi-grantors and potential buyers across all nine provinces, with the strongest distribution in Gauteng, Western Cape and KwaZulu-Natal.
Blachowitz said the venture will initially create five jobs, with plans to double that number if the publication increases its publishing frequency.
The magazine will be edited by Jason Brown, who has over 25 years of consumer magazine experience, and is planned to launch in spring 2026.