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Black and White Photographs from That Era Have Achieved Cult Status and Their Works Form Part of South African Journalism School

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Black and White Photographs from That Era Have Achieved Cult Status and Their Works Form Part of South African Journalism School THE MARKET DRUM’s heyday in the 1950s and early1960s Black and white photographs from that era DRUM is a weekly news and entertainment spanned the Defiance Campaign and the have achieved cult status and their works form magazine that achieved iconic status in South Sharpeville massacre of 1960. These were also the part of South African journalism school’s Africa during the apartheid years for its decades of migration to the cities, of Sophiatown curriculums. groundbreaking coverage on the lives of black and black jazz, the jazz opera King Kong with Sadly, because of the violently oppressive South Africans. a black cast, of shebeens and flamboyant tsotsis and immovable force of apartheid, the The magazine is now an authentic guide to with chrome-finished American cars. promise and dreams the publication described all aspects of black modern family life in South The backbone of the magazine was crime turned to frustration and despair and by May Africa. It not only informs but inspires readers features, investigative reporting and sex - 1965 DRUM had faded and became simply through content that showcases the endless especially across the colour line - and sport. a fortnightly supplement to the Golden City possibilities that come with living in post- Post. It was to be revived in 1967 and in 1984 apartheid, democratic South Africa. Naspers acquired the magazine. The magazine caters for a diverse and upwardly mobile mass readership with articles THE PRODUCT covering everything, from hard news to celebrity DRUM aims to be a truthful reflection of black and sports profiles, inspirational and heart- South African family life and interests and the rending human interest stories, to lifestyle aim is to bring to the fore the issues directly features, a teen section and educational pages. affecting readers while inspiring them to better The target LSM is 6 to 10 and more themselves and their families. specifically the age group 16 to 39, upwardly DRUM understands the complexities and mobile, urban, working and middle-class black challenges of the modern-day South African South Africans who want to be informed on lifestyle and aims to inform, alert, educate current affairs, celebrity news and sports. and entertain. Therefore news articles on current events relevant to the magazine’s ACHIEVEMENTS readers are presented together with human DRUM is the fourth-largest consumer magazine interest stories that touch their hearts. in Africa and, along with sister publications Glamorous local celebrities and the Huisgenoot and YOU, is an integral part of the latest international celeb news, fashion and South African media landscape. beauty that’s up to date but also practical and Previously a resounding voice of resistance suited to the reader’s budget, tasty recipes during apartheid years, DRUM is a heritage that are affordable and quick to prepare, all brand and a part of every black South African’s gel together to attract a growing modern daily life and remains true to the words of its readership. current tagline, “The Beat Goes On”. Informative features on a variety of In 2011 it won the Niel Hammann award as subjects that are invaluable to school-going the 2011 Media24 Magazine of the Year. children are written by a former teacher and follow the school curriculum. HISTORY Regular sports features and in-depth The establishment of DRUM magazine in 1951 interviews with sports stars keep keen reflected the vibrant changes taking place among sports followers up to date with current new urban black South African communities. The developments on and off the field. magazine became an important platform for a new generation of writers and photographers who RECENT DEVELOPMENTS changed the way black people were represented in DRUM has a rich heritage in the South African the media. publishing world and is now making its mark In 1951 Jim Bailey was approached by journalist on digital platforms too. Since the launch Robert Crisp to help finance a new magazine called of DRUM’s website in 2010, the magazine’s The African Drum - after dire financial problems, online community has grown rapidly. plus a drop in circulation figures. Its mobi site allows fans to read content Bailey took over and with the assistance of a via cellphone and has become one of the top team of writers and photographers redesigned and magazine destinations for cellphone users. rebranded the magazine. DRUM was so successful DRUM is also active on social networking Bailey used its urban, racy style to produce a sites and is already the dominant black media number of East and West African editions. A brand on Facebook and Twitter. Both the black editorial board was established to ensure the English and Zulu editions are published in relevancy of DRUM’s content. digital format for readers to enjoy. Special interest brand extensions include: family magazine for a black South African family that not only informs but inspires through content • DRUM Hair that showcases the endless possibilities that come This is an up-to-date seasonal hair style with living in South Africa today. and hair care and products guide for ethnic, DRUM embraces South Africa’s past as a synthetic and natural hair and extensions. foundation of what the future of South Africa There is also a comprehensive product and will look like. Our roots are still firmly planted hair salon guide. in historical principles, political struggle and our activist culture. With this in mind, DRUM • DRUM Weddings is a brand that provides relevant information A bride’s must, it recognises the magnitude about being a black South African, living of the celebrations that come with African in a multilingual, multicultural, dynamic weddings. DRUM weddings features the environment of Afro-political living. year’s most beautiful celebrity weddings, a The brand is best placed to convey the guide to wedding gowns, wedding cakes, priorities of its readers in a manner that is décor and outlets for both the white wedding entertaining, informative, ground-breaking and and African parts of African weddings. innovative. • DRUM’s Best Recipes A recap of the year’s best recipes and ingredients. PROMOTION 2011 marked the magazine’s 60th anniversary, which DRUM celebrated by publishing a special brand extension, covering the magazine’s history. DRUM 60 is a glossy commemorative magazine with highlights from the past 60 years. In celebration of this iconic title’s birthday, DRUM hosted an exclusive party and poplular South African Celebs attended the event, which also featured great live music performances. Other sponsored events include: • The DRUM Beat Festival: the festival kicked THINGS YOU DIDN’T KNOW ABOUT off on 30 April 2011 at Mofolo Park in DRUM Soweto. Over 6 000 revellers attended the 2012 celebrations m DRUM’s stellar cast of black journalists BRAND VALUES included Henry (Mr DRUM) Nxumalo, DRUM presents its content with a voice that is Can Themba, Nat Nakasa, Lewis Nkosi, authoritative, wise, telling, patriotic, questioning William “Bloke” Modisane, Arthur and responsible. Aware of its immense influence Maimane and Casey Motsisi. These on readers, the magazine seeks to inform young men were known as the “DRUM readers about current events while maintaining Boys” and are credited to be founding an assuring familiarity during swiftly changing fathers of investigative and black times. It is positioned as an authentic and trusted entertainment journalism m Legendary musical composer Todd Matshikiza wrote witty and informed articles about the burgeoning township jazz scene m The Dear Dolly “agony aunt” column that was “hosted” by Dolly Rathebe, the popular actress and singer who featured in the legendary bikini cover shot for the magazine, was ghost written by DRUM journalists, notably Casey Motsisi - a man m In 2004 a Hollywood feature film was made starring Taye Diggs as DRUM journalist Henry Nxumalo. Nxumalo was murdered while investigating an illegal abortion syndicate operating in the townships. He was also called Mr DRUM following his many iconic investigative features. The popular cultural and arts hub Newtown in Johannesburg boasts a street named in his honour.
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