TrueColour: Truly the African dream magazine

At a time when the newsstand seems to be crowded with magazines while readers are getting confused about what to pick, a beautifully packaged African dream magazine, TrueColour is out with a difference. Published by World Stage Limited, the highly colourful all glossy effort cannot be accused of lacking in focus like many others today.
Its message is loud and clear. To celebrates the positive sides of Africans including those at the Diaspora.

TrueColour with its maiden edition ‘Your hero is my hero’, which has the photograph of the legendary Nelson Mandela on the cover page, went to town to capture the views of Africans about the true African heroes that could represent the continent in the world stage. It is not a surprise that the former South African President was the favorite, but readers are taken through the positive contributions that other Africans have made to civilization.

In every edition of TrueColour are about 19 sections ranging from, Trends, Style, Entertainment, Interview, Art & Culture, Books, Role Model, Milestone, Inspiration, Life, African Child Series, The Best Of Africans Series (Brand Watch), My Story, Sports, Management, Image, Offside and Humour.

Another unique feature of TrueColour is its presentation style. While other publications are worried about currency of events, TrueColour goes deeper to explore values and timelessness. For instance, the treatment giving to the story of Idol West Africa, the music talent hunt sponsored by Celtel and Ecobank last year was not about when and how the event took place, but the moving story of how talents were discovered, how people who had lost hope were taken from obscurity to stardom, with the objective of inspiring millions out there who have lost hope in the system.

According to Ebenezer Ademola, the Editor of the magazine, “TrueColour is not the kind of publications that you will say; one edition is old, so it must be stale. No, it is a work of art with long shelves life.

“Check it out, is there any richer magazine? TrueColour is a complete package which corporate bodies would jealously keep while parents would happily take home to inspire their children. It is timeless.”

On the focus of the magazine, he said, “TrueColour is about African value, a platform to project the once misdirected or suppressed never-die African spirit in the best of prose and pictures. It captures the positive' African value in colour with every page consciously produced to create joy and happiness, for Africans to see the role models in them for the new generation to look up to for inspiration.”

He said the need for the magazine is imperative as it would inspire Africans to rediscover themselves and live their lives to full potential.
“The most successful people on earth are those who have at a certain stage discovered themselves in entirety. It was said that, everybody is born a potential genius, if only individual can discover the best they are made of in relation to others and the environment.

“A person who has discovered himself or herself would stand out to be seen in TrueColour, contented, radiating, confident and most importantly, happy.”
He described the current trend where African youth are looking up to Europe and America for role models when there are many local achievers as wrong. He said it is a negative trend that TrueColour is set out to correct.

“The current phase of human existence is not the best for Africa . Africa had been enslaved; Africa had been colonized and in the process lost its essence. Africa today seems to have been confined to the elementary school where she is afraid of the bullies. She only strives to do what the bullies want her to do.

“An average African today is a small man with a small vision; to build a mansion, acquire cars and take care of his family. Africa has lost to the past the sense of society she evolved.

“African government is a privileged class of people above others, with opportunity to loot what should be a commonwealth, only to be used to fulfill the small Africa man's vision.
“This is at a time when other races have used the commonwealth to build comfortable

transportation system for all, when they've provided housing for all and food in abundance with nobody going to bed on empty stomach. This is at a time when others are advancing technology to extend the limit of prosperity as much as possible.

“Imagine if government can identify a good and hardworking farmer and encourage him to grow more, imagine if Africa can identify a bright student in the university and encourage him to develop what he has learnt. Even in sport today there are so many talents. All our talented sport men and women do not get a chance at home until they are discovered abroad. It is after that that they become everybody’s hero.

“ Africa man is like a blind person who has to be told of what should be good, bad, what fashion, trend and his essence are. His quality has to be judged through the periscope of others.

“Imagine if it is the Americans who have the rich culture such as that of Yoruba today? Imagine what they would do with the languages, the proverbs, the festivals, the greetings and the respect for elders. Yet because of the loss of essence, Africans are killing their age long tested culture and value, discouraging the children from speaking their languages; but to behave like strangers in their own homes.”

The Editor said that the task before the magazine is to give Africa a new identity, so that the children would be proud to be Africans and have no excuse to look up to Europe and America for role models.

“We have no doubt about a prosperous future for Africa , going by the on-going renaissance.

“One thing we can assure you of is that, anytime, anywhere, no matter how remote the place may be in the world, where Africans are doing good things, TrueColour shall be there to encourage and applaud them.”