Following the success of Aprio Digital’s Evolve digital magazine, which is done for Absa’s Africa stakeholder audience base, Absa Home Loans contacted Aprio Digital to explore the potential of a magazine for the Home Loans unit’s stakeholders. The project gained momentum and the launch issue of The Address became a reality toward the end of last year. When a digital magazine is launched, there is a natural buzz of excitement, but also some uncertainty as one cannot predict how the magazine is received. But the uncertainty was unfounded. The Address leapt out of the starting blocks, easily beating industry averages, and even some of our own records for reader engagement of a launch issue, with some of the highest open-rates and page views we have experienced. Issue two of The Address is in production with plans for more issues in 2021.