By Carey Finn. We speak to Sarah Kuttel, head of media at TFG Media and Jen Searle, Dentsu Creative’s senior content director, about the lasting appeal of a good read.
There is negative chatter about the fate of magazines, and then there is TFG Media, the publishing division of The Foschini Group. With a portfolio of eight monthly titles, plus one bi-monthly title, in print and digital formats, serving nearly 1.5 million paid subscriptions, the group is one of the largest players in South African publishing. Bucking the trend of shrinking circulation figures, TFG Media’s reach is actually growing.
“Economies of scale in our business allow us to deliver bespoke content and strong subscriber benefits at a fraction of the cost of most magazines in the market,” says Sarah Kuttel, head of media at TFG Media. “Our growth is proof of a strong value exchange with our audiences and signals solid market confidence. Magazines offer a way to engage intentionally and connect emotionally, while building long-term relationships with audiences.”
All titles on the up, but digital may soon dominate
The ABC Q4 magazine circulation data for October to December 2025 show year-on-year growth of between 10.5% and 38.5% across all TFG Media titles, with JetClub recording a substantial 32.9% increase in paid subscribers to 366,072, MyKitchen climbing by 28.9% to 130,679, and Club subscriptions being bolstered by 26.4% to a total of 323,942.
The digital-to-print divide is currently close to 50-50, with TFG Media print subscribers numbering around 800,000 per month – making them the slightly bigger segment. Kuttel notes, however, that digital magazines are increasingly a preference for consumers, and that they “offer an immersive experience for readers and advertisers through video, audio, animation and flexible page counts”.
Digital subscriptions, combined with TFG Media’s mobile entertainment offerings, which include games, recipes, and the like, stood at more than 700,000 at the time of the interview (February 2026). “These digital versions are fully shoppable, with all products directly hyperlinked to brand and or advertiser websites, in an omnichannel strategy linking content and commerce,” says Kuttel.
A moment’s respite with relatable content (and perks)
TFG Media’s magazine content, as well as their social-media presence, is published by Dentsu Creative SA, who won the account in 2022. “What really comes to the forefront with each of these [titles] is the community and engagement, because they offer something for everyone in every section of society,” says Jen Searle, senior content director at Dentsu Creative SA. “You can find your people. I think the editors do a great job in locking into their audience and understanding exactly what’s important to them.”
Part of the appeal of magazines in today’s hyper-distracted world is the ability to switch off and simply engage with content, especially the kind that “sees them” so closely. says Searle. The add-ons don’t hurt, either. “There are such interesting behaviours we’ve seen across the different markets, from people wanting the physical magazine for when they cook with MyKitchen, to others wanting the coupons within the magazine for grocery shopping, which is a huge drawcard, to the moms just wanting a minute with their coffee. I think [the magazines] offer those closed-off moments.”
Giving customers what they actually want
TFG Media has managed to survive — and thrive — for the past 20 years through a customer-first, value- and quality-led strategy, says Kuttel. “We ensure our magazines are affordable to the wider South African public, and they are bundled with a range of benefits that help solve real problems in customers’ lives,” she explains. Among the offerings are exclusive rand-off savings vouchers, insurance, and roadside assistance.
On the content side, local relevance is key, adds Kuttel, and this is driven by insights, interviews, the celebration of diversity, and a spotlight on trends. “The editorial pillars are broadly community, discovery, solutions, and entertainment,” she says. And Dentsu Creative enjoy significant editorial freedom, allowing them to push the envelope.
“I think what is so compelling from this portfolio of magazines is that, again, there really is something for everyone, essentially across families – it’s not homogenous or specific to a certain type of person,” says Searle. “[Our team] ask probing questions and push things in terms of what people might be thinking about or talking about. For example, we look at conversations around lebola, and [questions like] would you help your partner pay if you wanted to get the show on the road? We look at gender identity in Club X and the rules of dating and so on.”
An engaging ecosystem
In both print and digital format, the magazines function to anchor brand narratives, while the corresponding social-media presence “delivers real-time engagement and speed”, says Kuttel, which combines to form a “powerful ecosystem”.
The engaging effect of the magazines creates a coveted space for media planners and marketers. “For brands working with advertisers or collaborators, magazines offer a controlled, high-quality environment with clear editorial context,” explains Kuttel. “Ad placements are intentional rather than intrusive, which increases perceived value and trust. Our magazines are trusted sources of content from a leading South African retail group, which carries immeasurable loyalty value for customers and advertisers.”
Carey Finn is a contributing writer to MarkLives MEDIA and MarkLives.com.
