True Love Magazine has had a colourful history. It was launched nearly 30 years ago as a photo-story book for men before being repositioned as a women's magazine by Naspers, who bought it from publisher Jim Bailey in the early eighties. In 1995 it was repositioned yet again under the leadership of new editor Busi Mahlaba. Since then it has become one of the fastest growing magazines in South Africa and the biggest selling glossy monthly English women's magazine in the country. True Love is now a general-interest, up-market publication aimed at young, modern black women, aged 18-35, seeking to enjoy every aspect of their lives and make the most of the diverse opportunities and challenges the new democratic South Africa offers. It is regarded as an important lifestyle frame of reference by both its target market and advertisers who want to communicate meaningfully with the emerging market.