The feasibility of a youth magazine as a means of communication and information sharing in the Mafikeng area of the North West Province

Abstract

The aim of this study was to investigate the feasibility of a youth magazine as means of information sharing and communication in the Mafikeng area of the North West Province. The study focussed on students at the North West University and Taletso FET College, the reason for this being that youth described as the target population are easily available and accessible in these areas. The research was conducted by means of a survey where the target group was approached and were required to complete a self administered questionnaire. The research found out that although there is a rise in the level of access to information through mainstream media such as television, radio, the internet and below the line modes of marketing communication or advertising, there is in general a low level of transmission of information that is of interest to the youth of this area. The research suggests that there is a need for a youth magazine published in Mafikeng, particularly among the 18-25 year age group. This group has its own particular information needs which are to a high level influenced by their environment. Some of this information needs include_ opportunities available for youth in business, issues of culture and opportunities available for youth across the country'~ borders. The research further recommends that the idea of a youth magazine should be adopted as an entrepreneurial concept. This magazine should be marketed to the 18-25 year age group who purchase their magazines at chain supermarkets and stores at local shopping malls. The proposed name ' Simply' is also to be adopted as it appeals as a simple, unique and an easy read divorcing it from the pressures of society today.