Move! Is a magazine for the South African woman who wants to read about issues she can identify with. She wants to shop affordably, test recipes with ordinary ingredients and feel comfortable in asking questions. The Move! woman is determined to improve her living standard – her biggest challenge has always been limited access to relevant information. The magazine’s approach is therefore simple and practical. Most of the readers are cash-strapped, single and dependent on public transport. For the Move! woman it is important to be successful, but she does not always have the confidence to realise this ideal. Move! aims to advise, inspire and entertain her. It wants to befriend readers and form a bond characterised by trust and loyalty.