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MiniMag was launched in 1994 and is the longest existing children's magazine in South Africa. Our primary aim is to make education accessible to children nationwide, while packaging the information in a fun, interactive way that instils a love for reading in children. To achieve this fine balance, we feature not only the latest movies, games and trends, but are also a proven vehicle by corporates and government departments alike to communicate important educational messages to the youth of our nation.

20 000 copies of the magazine are printed monthly and reach higher LSM readers through shelf-sales in Woolworths, CNA, Reggies and ToysRus stores, while also targeting a large lower-LSM group through sponsored subscriptions by corporates. Furthermore an extensive database of schools and libraries is reached through monthly subscriptions.

MiniMag offers the child the unique opportunity to be informed and exposed to important environmental and social issues. Besides the obvious stimulation of reading and the skills that are developed in the process, MiniMag provides entertaining and responsible information to the child. "Edutainment" which has always been MiniMag's approach, has proven to be a most successful way of education. The child learns despite himself. The entertaining articles help the child develop a keen love for reading and the reader is more susceptible to positive influences in a "non-school" environment. Many careers in the formal disciplines such as science and maths lack early interest. At a young age (primary school) a curiosity for these subjects needs to be awakened.