The Launch

We created Sovren Magazine and launched it in Fort Lauderdale. In essence it was a lifestyle magazine that had our yachting services advertised within its 100 pages.

What made us stick out at the time was that we also incorporated information, editorials and stories, across a vast spectrum of interests. We wanted to make the publication readable from cover to cover and have a point of interest for just about anyone who picked it up.

Monaco

The magazine was a success, and this propelled us to test the concept of the publication in a bigger way.

Utilizing the first edition of the publication we promoted the concept of the magazine as a luxury lifestyle piece for a wider market, and with even more diverse products and content.

We introduced a special edition of the new Sovren at the Monaco Yacht Show. Within its pages were advertisers and stories on such things as specialty oyster knives, a range of handbags by Bentley, a French Chateaux for sale, features on yacht charter, the latest electric bikes, and the about to launch Bentayga.

The magazine was so well received that we were approached for a partnership in it by another yachting interest.

Encouraged by this we created a plan for the design of what would be the ultimate version of the magazine, but before that we had one idea we wanted to do in order to further promote the name to a wider market of readers and advertisers.

Sovren World Magazine

With the promotion of the magazine rolling, we created and launched the ultimate planned version of the publication for international release - Sovren World Magazine.

Issue 001 went out digitally and created quite a stir, which we welcomed with some relief as though confident it is always good to see positive reception. One absolute surprise was the amount of unsolicited enquiries to advertise within the publication going forward, and for this we had to carry out an unforeseen expansion which we had not seen coming.

The Expansion

We had always envisioned keeping advertising content to a reasonable level. Not sacrificing financial feasibility, but also not overly flooding the magazine with ads at the same time. We had settled on an upper limit of 20% of ads throughout, a much smaller amount than typical publications - sustainable because our business model did not demand it.

So, expansion occurred in another way. We launched a second lifestyle magazine with a slant toward yachting, IY Blue Magazine. This allowed us to better allocate ad space between two magazines, and allowed us to offer more readable content to recipients of the magazines.

To this day both magazines are sent out at staggered times to keep content fresh between both, and ensure communications are more regular. They are also customized for content, with the latest issue of IY Blue Magazine containing a mini-magazine for the launch of IY Green.