The 46th FIPP World Media Congress held in Cascais, Portugal gathers leading figures from the global media industry to share insights, foster collaborations, network, and explore future trends. In the sixth of our series leading up to the event next week, we talk to Ntokozo Maseko, Editor-in-Chief of YourLuxury Africa based in South Africa.
It’s almost time to pack our bags for the 46th FIPP World Media Congress. Next week, from 4-6 June, the pretty Portuguese town of Cascais will be buzzing as delegates and speakers come together for what will be a conference to remember.
In the lead-up to Congress, we have asked those speaking at the event to sit down for a quick interview to introduce themselves to delegates.
Today we catch up with Ntokozo Maseko, Editor-in-Chief of YourLuxury Africa in South Africa, who will be joining a panel on the Auditorium Stage, 11.30am on 5th June to discuss how luxury publishing is thriving on exclusivity, high-quality content and bespoke experiences.
Could you please introduce yourself and tell us more about your role in the media?
I’m a journalist, culture reporter and magazine editor who has been active in the media, brand communications and content management landscape since 2007. In magazines, I’ve worked as a writer, features editor and was the youngest editor of South Africa’s then oldest title, BONA, and digital women’s magazine, Bloss Africa. As Editor of YourLuxury Africa I set the content agenda across the magazine’s monthly print edition, the website yourluxury.africa, and our platform’s social media channels in line with my enduring vision of depicting the ingenuity of Africa and her people.
How has the South African media landscape changed over the last few years? What are the biggest challenges and what are you excited about?
As in the rest of the world, the South African media landscape has experienced a massive shift in recent years, in that our readers are surrounded by media and information 24/7.
There’s a natural fit between print and luxury. Luxury brands are all about exclusivity and a memorable, aspirational brand identity, a tangible experience that stimulates the senses. Our challenge is to curate a luxury media space that meets them where they live their best life and relax, with content and executions that inspire and inform them but also surprise and delight them. That is why we have had to be incredibly nimble, constantly mindful of what our readers and our partners are experiencing and ensuring that YourLuxury Africa is the best expression of that.
What is the key to the enduring appeal of luxury media brands?
Luxury can never be hurried. The greatest luxury is time and that is what goes into the creation of every luxury brand, including luxury media products. Our work is considered, curated and crafted – it has to be in order to live in the world of luxury. To quote Moët Hennessy’s Global Branding and Media Director Véronique Louise: “Print is a natural place to belong for luxury brands – they share similar values. Print publications stand for substance and meaning. In the same way it takes time to craft a luxe product or experience, print offers a precious time of lean back to its readers; it develops trusted POVs and offers a safe environment for the brand. Print has an important role to play in the connecting strategy of lux brands.”
What would you say are the biggest trends in the media in 2024?
One of the most powerful media trends at the moment is engagement. Our audience does not only want to be spoken to. They want to be part of the conversation, be seen in the story and to have their say. Effective media needs to present content in such a way that the readers come along for the ride, share their views and even get an opportunity to experience the story. Luxury content is no longer only about images and the printed word: It’s about adding on the video, the podcast, the newsletter, the private experience and – of course – the social media, that make it come alive.
What is the best business advice you have ever received?
Sbu Mpungose who gave me my first job in magazines in 2007 and gave me the foundation to become an Editor taught me to never lose sight of the human story. There’s a human consideration at the core of everything an Editor does; whether I’m commissioning a story, leading a team, interacting with freelancers or closing deals with clients. Sbu advised that in the constant balancing act between creative expression and commercial gains, the Editor is the human anchor at the nerve centre.
Meet Ntokozo Maseko at the 46th FIPP World Media Congress in Cascais, Portugal. See the speakers here and the agenda here. Hurry, only a handful of tickets remain!
