YONGA BALFOUR RISES TO EDITOR-IN-CHIEF OF BONA MAGAZINE

 Walter Sisulu University Journalism alumna, Yonga Balfour is the new Editor-in-Chief of Bona Magazine. 

Balfour’s first edition at the helm of the 69-year-old lifestyle magazine dropped in November, featuring Mzansi Magic’s Inimba telenovela actress, Lunathi Mampofu as its cover star.

The Mdantsane-born print and digital media specialist described her appointment as a full circle moment; a return to something that was a staple in her childhood home and shaped her earliest ideas of storytelling.

The respected entertainment magazine has been part of the lives of South Africans for nearly seven decades continuing telling African stories against a very tough market for print.

“Bona is legacy. I've worked on international brands, but to me, they aren't as big. This publication made up our reading material as kids. If an issue wasn't bought that month at my house, at an aunt's place it was there. This moment is deeply personal for me, it’s a reminder that God exists and is there in good or bad times,” said Balfour.

With the world’s news and content consumption shifting towards a highly digital direction, Balfour’s vision for Bona is to ensure that its print and digital versions have one voice and appeal to each other's audiences.

Without revealing too much of what is to come, she said, “In my role I must plan how we in print will communicate with the digital part of the magazine. Find a balance in how we better use digital to market print, without giving away too much of what is in the print version, as there are still on-stand sales to be made from each printed issue.”

It is hard to believe that it has been less than a decade since Balfour graduated from WSU’s Journalism programme in 2017 considering the huge mark she has made in both print and digital media.

WSU's journalism school is well-known for producing award winning reporters, respected editors and media managers.

The school was established 25 years ago and offers a well-balanced programme of practical and theoretical training ensuring students become fully-fledged journalists before even acquiring the qualification.

Balfour’s first role as a magazine editor came in 2021 when she worked for the Afropolitan Magazine.

Though short-lived, this role opened many doors which saw her work and consult for major titles across the continent, including Big Brother Naija, Nigerian Idol, Africa Magic Viewers' Choice Awards (AMVCAs) and the Real Housewives of Lagos.

“It was all a wild dream come true for a little girl from Mdantsane, where the majority of people did not even understand what I did for a living. Some would ask, "What do you mean you're on Facebook every day and that's a job?"

The last born of three girls, Balfour credits her drive to her late mother who single-handedly raised them from her salary as a school teacher.

“Having a driven mother who pushed us to pursue education shaped who I am today. In the midst of raising three girls, trying to be an entrepreneur, financially supporting extended family, my mom was also always studying and graduating for this, that and the other,” said Balfour fondly.

Remembering Balfour as a student, Journalism lecturer, Keshina Thaver said: “She always knew exactly what she wanted from her career, and she went after it. Even through some very difficult circumstances, she kept her head up and kept going. That’s a truly admirable quality, and it’s no surprise she has become as successful as she is today. I’m very proud of her, and of the work she’s done.”

By Yanga Ziwele

(Image By: Kyra Welch)