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min magazine's 2nd Hottest Launch of 2007: Garden & Gun
Jeremy Greenfield & Courtney Barnes

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Publisher: Evening Post Publishing Co.
Frequency: Bi-monthly
Concept: Regional lifestyle magazine dedicated to the sporting life and all things indigenous to the South and the Caribbean
Target Audience: Upscale, highly educated Baby Boomers who live in the South and have a considerable amount of discretionary income

Questions with Garden & Gun President and Publisher: Rebecca Wesson Darwin

➀ What is your magazine's single most important achievement?
In a highly competitive and saturated market, Garden & Gun has carved out a unique niche, addressed an underdeveloped subject and reached a new market.It has filled the big shoes that we originally carved out. In fact, a recent Associated Press article called Garden & Gun “saucy, Southern glossy.”

② What was the most important hurdle you were able to overcome?
No question—our “no excuses” name. It has been most often a door opener, an attention-grabber, and, as one writer said, “The best damn name I’ve heard for a
magazine.” It has on only one or two occasions been a door slammer. But most importantly, it has been a point of discussion.

③ What was the biggest pleasant surprise?
That the literary component—the caliber of the writing—has become such a hallmark for us. Our writers bring their experiences to life, and readers have told us they feel like they are right there in the hunt or on the boat in the Biloxi Marsh.

④ What is the biggest challenge you are facing today?
It would be easy to quickly respond that the biggest challenge is improving revenues—both in advertising and circulation. But it goes deeper than that. Our biggest challenge is getting folks to understand that we aim to be a national magazine with a regional focus. This impacts where we are positioned on the newsstand, how media buyers view us, which ad campaigns we get considered for, and on and on.

⑤ Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being.
That’s a touchy question because they would have to be androgynous – half garden and half gun. But, if pressed, the magic wand would produce a good looking guy, age 43 (but looks 37), who lives in Nashville, went to UNC, works as an architect specializing in green building, secretly wants to be a fishing guide, just went bone-fishing on Andros Island, drinks Makers Mark on the rocks, is reading Skinny Dip by Carl Hiaasen, and never brings his Blackberry to dinner.

⑥ What advice do you offer someone wanting to start a new magazine?
There are a lot of good ideas. There are only a few great ideas. To put those ideas to the test, one needs to write a strong business plan and clearly carve out a position in the market. One needs a group of people that asks the difficult questions and makes one think through all the challenges that are sure to come up once launched. It is important to have a real affinity for the idea and to be able to defend it again and again.

⑦ Finish this sentence: In 2011, your magazine will be….
...Around, profitable and a cross-platform brand.

TOP EDITORIAL TEAM

Question with Garden & Gun President and Publisher: Rebecca Wesson Darwin, on behalf of her editorial team

➀ What does it take to be editorial team of the year?
It took having a team of dedicated, creative people willing to stretch themselves beyond their traditional roles. It also took having the backing and support of Pierre Manigault, chairman of Evening Post Publishing Company and the board of EPPC. Beyond that, though, it is imperative to not just carve out a niche market, but to have a strong editorial mission and remain true to that vision and mission. Each member of the editorial team needs to clearly understand this mission. Then, you hopefully strike a chord with your audience early on.

② Any goals left to fulfill at G&G?
Yes, we’ve got much to do. We’re increasing our frequency to six issues next year and 10 in 2009. We've just launched a new Web site and are already developing plans for expansion. And then there are books and other brand development ideas up our sleeves. As a start-up, we have a number of financial and advertising goals to meet and then we can think about developing other new magazine projects that fit the editorial mission of our magazine division.

③ What led you to believe that there was a market for G&G?
When I moved back to South Carolina, a group of us started talking about the notion of a magazine for people who enjoyed the sporting life with a focus on the land and culture of the South. I could picture what G&G was going to be and what potential it had. There wasn't a magazine for people that call the outdoors their "second home."

④ What is your biggest achievement at G&G?
To travel from a germ of an idea to a beautifully produced magazine that is one of the year's hottest launches. The enthusiasm from such a high caliber of contributors has been extremely rewarding.

⑤ What do you enjoy the most about your position?
It is important to feel a strong affinity for the subject matter – I guess you could call it passion, which I think is an over-used word.

⑥ What goals do you want the magazine to attain?
One of the things that our readers compliment us on is the authenticity, and we want to continue delivering that first-hand experience. We want to be the "must read" magazine in the home of every person that believes in the integrity of the sporting life and enjoys living or visiting in the Southeast or the Caribbean, which we include in our definition of Southern America. And, we want advertisers to increasingly believe in the importance and influence of this unique niche market.

⑦ In five years, where do you see your team and your magazine?
We’ll have extended the brand into TV, radio, books, an engaging Web presence and events. The editorial team will have grown more comfortable with their roles and responsibilities and will probably be working on magazines that we have added to our stable. I imagine that other publishing companies will be trying to steal our talent and acquire G&G, but we will all be happy that we get to live in Charleston and produce an award-winning product in such a nice place.

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