Cape Town — Under new publisher Morne Ebersohn, gay lifestyle magazine Wrapped has taken cognisance of the fact that the gay consumer is a discerning consumer. "The response from readers to the new look Wrapped has been very encouraging.

Notably the fact that Wrapped is a magazine that reflects the diverse interests of the gay consumer and is a magazine one can leave on the coffee table," says Ebersohn.

Wrapped's new publishjer, Morne Ebersohn

A bimonthly magazine launched in 2006, new elements include the front cover and regular features such as 'healthwrapped', 'gaystyle', 'atwork' and 'atplay'. "We repositioned Wrapped as a true lifestyle magazine covering topical issues, book reviews, a pet section, travel, local and international celebrity profiles and a stronger emphasis on fashion," explains Ebersohn.

The June issue, which was the first revamped Wrapped, sold out at all airports, one of the key distribution points. "Positioning has been an important aspect of our marketing campaign, with our aim being to grow the circulation run. Next month we will be doubling the numbers in each store, testament to our growing success."

An aggressive marketing campaign rolled out the new look Wrapped, with radio and TV being used to advertise the magazine. For observant soapie watchers, characters on Egoli have been spotted reading Wrapped.

The September 2007 issue of Wrapped features well-known Idols contestant Jacques Terre'Blanche on the cover and can be found at all major CN's, Exclusive Books and Estoril Books since 15 September.