Cleopatra Simelane

Cleopatra Simelane knows what she wants and she knows how to get it. The team at the Branson Centre remember, “We didn’t find Cleo; Cleo found us. That’s the kind of proactivity we are looking for.”

At just 23 years of age, she’s founded South Africa’s newest “edutainment” magazine for 14-24 year olds. Far from being stuffed with the latest celebrity stories, it combines fun articles with features that tackle the challenges faced today by young people like her.

When asked why she started Recess, Cleopatra remembers that she and her friends felt very insecure in high school. They didn’t have a reliable source of information to turn to that informed them about the issues they faced.Recess was created to fill that gap. It’s becoming a much-loved magazine that in Cleopatra’s words is both ‘inspirational’ and ‘aspirational’.

It is inspirational in that it provides articles with a life skills focus. It gives practical advice for young people on how to grasp available opportunities. It also provides coping mechanisms for those who struggle to deal with difficult issues, from bullying to choosing a career.

Recess is ‘aspirational’ as it showcases role models who have achieved success despite barriers of race, class, gender and education.

Over and above this, Cleopatra is playing a key role in shaping, defining and inspiring an inclusive and optimistic picture of South Africa.

With its glossy cover and cool urban look and feel, Recess can confidently compete with any magazine on the news stand. The magazine is freely distributed to 10,000 young people through the following mediums:

- Print distribution to 77 high schools within Gauteng (one of the nine provinces of South Africa)

- South African Broadcasting Corporation (distribution to 23 high schools that visit the SABC for tours)

- Features are made available to 600 Facebook members

- Copies are posted to 50 Recess subscribers

- An electronic version of the magazine is emailed to 70 subscribers

Recess generates enough advertising revenue to cover its costs.

"We didn’t find Cleo; Cleo found us. That’s the kind of proactivity that we are looking for." - The Branson Centre Team

The magazine provides two key benefits to the community. First, it offers young people a lifeenriching alternative to celeb-filled magazines, arming them with information that supports and educates them on difficult issues. It also expands their horizons by showcasing positive role models who’ve transcended the barriers young South Africans face.

Secondly, it offers readers a chance to get involved. Recess’s target market are actively encouraged to contribute and generate content for the magazine. In this way, the magazine acts as a forum for their expression and offers an opportunity to get published.

Since Recess’s very first edition distribution has been expanding. Cleopatra plans for even more growth next year, provided she can secure sufficient advertising revenue to fund her expansion plans.

She’d like to grow her team, too. Right now design and printing are outsourced but, ideally, Cleopatra would like to employ full-time staff including a marketing and sales executive, salespeople, a photographer, journalists, a proofreader and a designer. She’ll also need legal and financial advice on hand. All of which is creating employment and hands on experience for up and coming marketing and media students.

This enthusiastic go-getter is one to watch!

Cleopatra would appreciate advice on a number of topics:

- Generating increased advertising revenue

- Identifying cost-effective distribution alternatives

- Mapping a strategy to continue producing high quality content – a challenge with nonpaid contributors

- Expanding the business – what sectors to expand into and how to raise capital

- Developing a more effective time management strategy – a common challenge for many entrepreneurs.

How should Cleopatra prioritise, delegate and ensure that
trivial, mundane tasks don’t distract her from the more important things that need to be done?

Have some tips? Then emai them to: advice.southafrica@thebransoncentre.org

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