Below is my response based on Ed's Note The MediaOnline ( featured on 17 February 2010)

http://www.themediaonline.co.za/themedia/view/themedia/en/page268?oid=45510&sn=Detail

Gordon Muller puts it best using the Muller's Popcorn Principle.
 
"When the publisher of one of Mzansi's largest magazine groups tells the industry at a major forum that a reader's relationship with a magazine is, in essence, no different from a housewife's relationship with her chosen washing powder, then it is clear that,...