End of an era as ‘True Love’ folds

True Love is no more. And the shock from the announcement this week that the April issue of the magazine would be its last is still being felt.

The closure of True Love, Drum, and Move! not only marked the end of the second era of glossy magazines in Kenya, but also exposed the vagaries of the global economic contraction on the publishing industry, which has seen the folding of several publications across the world.

The death of lifestyle, fashion, and social scene magazines has also underlined Kenya’s reputation as a difficult market which has ended the lives of many weekly and monthly publications.

Analysts name the lack of a reading culture in Kenya as the main cause of low circulation figures, but the management of East African Magazines (EAM), the publisher of the three titles, says low advertising revenues are to blame.

The company, which revived True Love and Drum in 2004 after they collapsed in the 1980s, is owned by South Africa’s Media24, the largest publisher of magazines and newspapers in that country. EAM was jointly owned by the Nation Media Group and Media24 until 2009 when the two went their separate ways.

“Since 2004, Naspers, the owner of Media24, had put in significant money in East African Magazines, but the return was low,” said EAM general manager Kobus Louwrens in an interview this week.

“Our projections are not favourable enough to warrant further injection of funds.” The company said high production costs and suppressed revenue streams, especially from advertisement, took a heavy toll on the magazines, which were written in Kenya but edited and printed in South Africa before being shipped back to the market.

The circumstances of the collapse of EAM, which made 10 journalists and 35 other workers jobless, was shrouded in mystery as employees say they were caught unawares. “The management had not given any warning,” said one of the employees who requested not to be identified by name.

“They called us into the office on Monday and announced that they were ending the production of True Love, Drum, and Move! It was very abrupt”

Mrs Pinky Ghelani-Raj, the Drum editor, says the failure of the social and glossy magazines leaves a big gap in the market which, she adds, is yearning for more publications focused on living, lifestyle, and the social scene. “The closure of Drum is a big loss not only to me, but to the entire team that published it and also to the readers.

Love at first sight

Emma Too, landscape designer and former model

I was one of the first people to be featured in the magazine (November 2004). My worry is that the magazine closed before Kenyans could savour its full servings. I believe it was one of the greatest when it came to fashion, style, and women’s issues. I’ll miss it.

Caroline Mutoko, presenter Kiss 100

It was a great fashion tool. It gave lovers of style and fashion a chance to sample what was available locally instead of looking up to Western magazines. Relationship and sexuality issues were handled with care and sensitivity and every woman who loved class simply had to grab a copy.

Esther Wahome, gospel musician

I appeared in it in December 2004 when it was quite new. It boosted my standing in music as I was featured when my hit song Kuna Dawa was at its peak. I believe it was one of the best magazines in the region. The content was well researched. I am in mourning.

Ciku Muiruri, presenter, Easy FM

I feel awful that it’s winding up. The recently appointed editor, Judy Munyinyi-Mumo, did not get a chance to show her talent. Being the last person to grace a ‘True Love’ cover is a great honour. I urge all women to buy the April copy to give the magazine a good farewell.