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JOURNAL OF OFFICIAL Coherent. Credible. Courageous. PUBLICATION August–September 2014 • R46 (incl. vat) OF THE Convenience Tales from retailing the mall The rise of Who mall the service shoppers station are and forecourt TRANSMEDIA what they TRANSMEDIA STORYTELLING really want STORYTELLING BRAND BRAND JOURNALISM JOURNALISM BRANDED BRANDED CONTENT CONTENT Content marketing Using valuable content to attract and engage customers ISSN 11016 • Nicola Kleyn: The dark side of customer co-creation • Tebogo Ditshego: Communication strategies of the future • Trends: The frozen yoghurt phenomenon hits SA 9 772222 619001