One of my favourite books to read is Seth Godin’s Purple Cow. This book is about the why, the what and the how of “remarkable.”
Godin says: “Cows, after you’ve seen one or two or 10, eventually become boring. A Purple Cow, though. Now that would be interesting, that would be remarkable.” If you take a look at some of the most successful companies, you’ll find they are led by someone with great social skills or employ someone who embodies that attitude to represent the brand. It’s really not a coincidence.
In a world of infinite choice and fierce competition, the art of being remarkable becomes extremely important. Seaside Magazine is celebrating a 10-year tradition on the Saanich Peninsula this year and we are excited about what the next 10 years will look like! The publishing business has dramatically changed in the last decade – print media has had stiff competition from new, digital counterparts and advertising budgets are being spread over a larger number of platforms.
On a local level, Seaside Magazine is a great traditional-publishing success story. With a monthly circulation of 20,000 through the Times Colonist, it is bucking the trend and seeing continued support and success across the Saanich Peninsula and southern Gulf Islands. Seaside is not just about publishing a magazine: it’s about telling stories. We think of ourselves as “Your Saanich Peninsula Voice” and take care every month to balance our content to reflect the diversity of people living in our community and the range of events and activities happening here. Feedback from readers assures us that we are keeping them entertained and informed.
Often taking our lead from ideas that those within the community send our way, we feel that our people-focused approach to journalism is in keeping with the audience on the Peninsula. With a large number of regular writers and local experts to call upon, the content of the magazine is different every month, and carefully planned and shaped to reflect what is most important for us and our community.
We are also about engaging the community on many levels. On June 11, Seaside Magazine held its third annual Taking It To The Street fundraiser for Help Fill a Dream Foundation. Through many community connections, Seaside managed to raise over $21,400 this year, and a total of just over $45,000 in the past three years, with all of the funds directed to help seriously ill children realize their dreams.
Combining this community aspect with topical and timely stories, Seaside fulfills a dual purpose: for the reader we are news and entertainment, and for businesses we are a vital advertising platform. The great people we work with are also the people who live here on the Peninsula and we enjoy hearing how the magazine works for them: “We’ve appreciated Seaside’s work in our community … we like Seaside’s community-centered and business-centered model.” It means a lot to hear: “Seaside Magazine is a special magazine … it is family and I know so many people who look forward to your monthly publication” and encourages my team to keep striving for a better, slicker product each month. You might notice some subtle changes to our cover and contents page this month, all part of a steady evolution driven by what our readers and advertisers tell us they want.
Seaside Magazine is your Purple Cow: never boring, never invisible, and always worth talking about!
