&Beyond | WhaleTales Blog by Chris von Ulmenstein

The Winelands is clearly seen to be a geographic area with money, if the launch of two lifestyle publications is anything to go by. Last month the Spring 2010 edition of Franschhoek Style was launched, while winestyle was introduced to bloggers and to potential advertisers earlier this month, its launch Summer 2011 issue expected in December. Both publications are published quarterly and are offered free of charge.

Franschhoek Style is the brainchild of the publishers SchÃ¤fer Media, owners of the Franschhoek Tatler, being Barry Phillips and Siegfried Schaefer, and is described by them as “a magazine reflecting the good life in Franschhoek”. The publication is a glossy, coffee-table type, which one can leave in a guest house lounge as well as look forward to reading, in being informative about Franschhoek. The editor is Helen Naude, who manages the Franschhoek community radio station. The first issue contains an impressive number of ads, given the state of the economy, from tour operator &Beyond, Akademie Street Guest Houses, Oyster (wood-based designs), Le Franschhoek Hotel & Spa, TAGHeuer, Solms Delta, Mont Rochelle, Franschhoek Cellars, Peacock Blue, Ebony decor shop, The Sofa Studio, The Diamond Works, Viglietti Motors, Franschhoek Manor, Ashbourne House, Indian Summer, Le Bon Vivant, Paarlberg BMW , Rusthof, Auberge La Dauphine, Seeff, Graham Beck and Investec. What is missing from the list is Le Quartier Francais, a surprise as it is usually the first to hijack prominence in a Franschhoek publication. The design by Virtual Da Vinci Creative Room is clean, and the thick paper and glossy finish make this publication top quality, reflective of what Franschhoek stands for.

Editorial offers shopping advice for wines and decor items to be found in Franschhoek; a ‘Spring Diary’ listing events; a review of Fyndraai Restaurant at Solms Delta; a Franschhoek Uncorked overview of the wines of the wine estates that participated in the festival; a write-up of the prestigious and best accommodation in Franschhoek, being La Residence (at which Elton John stays when in the Cape); an article about the effect of fires on fynbos; a write-up of Rickety Bridge; Franschhoek wine profiles; “Three perfect days in Franschhoek”; a profile of entrepreneur Mike Bosman; a feature on the art galleries in Franschhoek; an article on the La Motte Mountain Meander, on which one can spot baboons and blushing brides; a write-up on the BMW 5 series; a write-up of Le Jardinet; a profile of Minnie Pietersen, who heads up the Youth Empowerment Action project for street children in Franschhoek; a book review page; and a write-up of Sante’s Wellness Centre. What is commendable is that a digital version of the magazine is available, and is quick to download and easy to page through and read, unlike Crush!, the digital food and wine magazine, that is still struggling with technical problems, including its first page, which does not open.

As I typed this blog post, I had the sinking feeling that most of the publication’s editorial in fact was advertorial, with either being an exchange for advertising placed, or straight paid-for advertorials. Readers today are smart, in identifying such advertorial, which is not disclosed nor marked as such, and lowers the credibility of the publication, no matter how well designed and glossy it is, and could therefore make it unattractive for guest houses to stock. Franschhoek Style: www.franschhoekstyle.co.za

winestyle is a publication of the Manta Media group, publishers of a collection of seemingly unrelated magazines, being winestyle, surfing and diving. Jenny Ratcliffe is the editor of the magazine, a most suitable person given her family’s Warwick ownership. Not surprisingly, the launch of the magazine was held at Warwick. What is refreshing about the publishing of magazines by Manta Media is that it is so environmentally friendly. Instead of publishing x number of copies every quarter, it is printed on demand, after one registers for free. The magazine is then posted to the readers, which means that the publishers are efficient about the number of copies they print, and there is no wastage. This results from the niche publishing company asking itself: “how should magazines be published in the digital age?” By registering its readers in a database, the publishers of winestyle will send regular news updates to its reader database by e-mail, keeping them informed weekly about wine news. For advertisers the benefit of this publishing approach is of immense benefit in that the readers are winelovers who request to subscribe by registering, giving quality readership. winestyle will not be available for sale in retail outlets, to maintain its reader focus. An online shop will sell the products of the magazine’s advertisers. The most expensive advertisement, a 3-page inside front cover gatefold, costs R 11700 exclusive of VAT. winestyle: www.mantamedia.co.za

Chris von Ulmenstein: Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage

Tour operators say South African accommodation has become too expensive for their UK clients, and they have called on local accommodation suppliers to relook their prices for 2011, reports South African Tourism Update.

Portfolio of Places representative in the UK, James Westrip of Africa Collection, says that the “good-value-for-money perception” of South Africa has gone in the past year. This changed perception about tourism prices, coupled with tough economic times in the UK and the strong Rand “…is proving problematic for us all”, he said. He feels that “SA is pricing itself out of the market”. Portfolio of Places has experienced its worst year ever in its more than 20-year existence, we have been told.

Another operator said that it is no longer feasible for local establishments to increase their rates by 10 % annually, in excess of the inflation rate. These increases effect the value for money perception of South Africa, says Louise de Waal of Baobab Travel. She stated that budget accommodation options often are questionable as far as quality goes, and therefore cannot be booked. Tourvest Inbound’s Martin Wiest says that high pricing makes our country less competitive globally.

&Beyond’s Gary Lotter acknowledges that not all accommodation establishments have increased their prices above the inflation rate, or at all, but it is the strong Rand that is the root of the problem. He also said that if establishments were to drop their rates, they could receive more business, although this is not guaranteed.

Westrip also complained about establishments charging their direct clients better rates than they do tour operators, even though their clients may be a once-off and tour operators usually are loyal to establishments and book them regularly. De Waal queried the wisdom of last minute rate reductions, and called for early-bird discounts instead.

It is interesting to read that tour operators cry wolf about high rates when it is the operators that are exceptionally greedy in their commission demands. Africa Collection takes 20 % commission on bookings it gives Portfolio of Places clients, on top of close to the entry level R20000 annual advertising costs for the Bed and Breakfast Collection advertisers. While the standard commission rate is 10 %, tour operators tend to do business with establishments if they can get commissions of 20 % or more, leading their business to go to hotels rather than guest houses and B&B’s, which would be far more affordable for tourists.

It may well therefore be the tour operators that are the cause of the loss-of-value-for-money image that they are complaining about!

A survey on the Southern African Travel News website shows that the majority of respondents indicated that they have frozen their rates.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage