Eugene Hugo is a young, dynamic entrepreneur with hands-on experience in the publishing and magazine world, who decided earlier this year to publish his own business and leisure publication. SOUTH°, as the magazine is branded, is a quarterly business and leisure publication which showcases everything that is good about Eden and will be a guide to visiting, living and investing in the region. The aim of the publication is to promote the Southern Cape as a favourable destination to relocate to.
Eugene started in 2008 to research the project and its viability and potential success and acceptance in the market, as the magazine industry is very competitive with hundreds of titles. The magazine needed to be both informative and glamorous, and acceptable in the retail arena as well as for distribution to golf resorts and other up-market attractions and accommodation.
Eugene drew up a concept business plan and approached the Seda Eden branch for advice. A number of intensive CPE sessions were completed to ascertain and confirm the viability, as the success of the enterprise rests solely on selling advertising space. Several scenarios were investigated and the client was advised to do some more research on the LSM demographic levels where the magazine will be pitched and with SAARF on especially AMPS circulation figures of comparable magazines. This information would have been very useful in convincing advertisers to part with their money on a new and untested magazine in the market.
Eugene managed to attract enough advertisers to publish a 96 page first edition of SOUTH°.
- The winter edition of the planned quarterly publication hit the shelves on the target date at the end of July.
- SOUTH° has been accepted and displayed in all the major retail stores such as CNA, Exclusive Books and others.
- SOUTH° will be distributed to all home owners and visitors to Pinnacle Point, Oubaai and Simola golf resorts and through the local tourism bureaus.
- SOUTH° will be made available in the Premier lounges at the major airports
- A print run of 6000 was achieved.
- Eugene managed to secure funding through an investor to finance the process prior to the first issue, as advertisers will only pay on final proof stage, and Eugene had to pay for the printing and designing costs in advance as he had not yet built a reputation with his service providers.
- Repeat orders from some advertisers were already received soon after the release
“So let us raise a glass to the bouncing perfect-bound baby and set about the task of raising it right” – Peter Owen, Editor of SOUTH°