About Flip the Market
Launched on August 1, 2025 under the iOlogue Media (Est. 2016) umbrella, Flip the Market was created for a new kind of reader. Someone curious about how the world is changing, the ideas shaping modern life, and the businesses that keep the wheels of everyday commerce turning.
Flip the Market looks beyond headlines and hype to explore what’s really happening where innovation, entrepreneurship and everyday business meet. From new ventures and clever concepts to technology, digital tools and the entrepreneurs behind them, we focus on the ideas quietly shaping the modern economy.
Based in Cape Town, Flip the Market keeps a close eye on the businesses, innovators and independent thinkers helping define the character of the city and its surrounds.
Smart. Savvy. Slightly rebellious.
Where it started
The idea had been brewing quietly behind the scenes. Anchen Coetzee, founder and CEO of iOlogue Media, saw a growing appetite for smart, accessible content about innovation, business trends and the people building new ideas.
With a talented team already running titles like Africa InTouch News (Est. 2016), De Kaap Echo, Karoo Times, and The Travel Thread, the timing felt right to launch something new. Something bold. Something that didn’t talk down to readers or drown them in jargon.
Flip the Market was born.
Editor Liezel Thorne (Liz)
Meet Liz. Ever curious and always exploring what’s new, Liz has a natural eye for trends and the stories behind them. She’s not your typical editor. She prefers dry humour, clear writing and informative content that actually matters.
Her focus is clear: cut through the noise and find the businesses whose stories deserve to be told. Not hype. Not pretentious. Just well-written pieces about finances, gadgets, ideas, businesses and the trends shaping the world around us.
What we cover
Flip the Market explores a mix of:
• Entrepreneurs and independent businesses
• Emerging ideas and business trends
• Technology and digital tools shaping modern life
• Gaming, gadgets and innovation
• The people building interesting things
• Businesses that form part of the everyday commercial landscape.
While markets and technology remain part of the conversation, the real focus is on people, ideas and enterprises shaping the modern landscape, particularly within the Cape Town and surrounding environment.
Our tone is honest, curious and unpretentious.
Our approach
✔ clear, intelligent storytelling
✔ real businesses and real ideas
✔ no hype or overpromising
✔ no complicated jargon.
Think of it as a blend of old-school newspaper quality journalism with a millennial twist. Solid reporting, strong writing and stories that are actually worth your time.
Showcasing businesses
Flip the Market highlights businesses and enterprises that are rarely, if ever, featured in traditional news publications. From neighbourhood cafés and service providers to dealerships, retailers, studios and growing brands, we believe the everyday business landscape deserves attention too.
These features appear in the form of professionally written articles, produced to the same editorial standard as the rest of the publication. The goal is simple: to showcase businesses in a way that is informative, engaging and credible. In many ways, this is how Flip the Market flips the market, by giving visibility to enterprises that seldom receive proper editorial coverage in mainstream media.
If you believe your business deserves to be seen on a professional publication, you are welcome to get in touch. Please WhatsApp Editor Liz Thorne or Anchen Coetzee to discuss potential features and availability.
Part of the bigger picture
Flip the Market is part of iOlogue Media, a growing family of regional and niche titles that includes Africa InTouch News (Est. 2016), De Kaap Echo, Karoo Times, and The Travel Thread. Each publication has its own voice and audience, but all are run with care, professionalism and a belief in real content created by real people.
Why Flip the Market?
Because:
• The most interesting stories often come from people building something real
• Good ideas and honest businesses deserve attention
• Solid journalism still matters.
Smart. Savvy. Slightly rebellious.
That’s Flip the Market.