It was only ever meant to be three editions, and the main objective was to build brand awareness for our Internet site abc-mallorca.com, rather than any grand plan to enter the publishing business. Little did we know, when we published the first 36-page ‘sampler’ of what foreigners could find online, that we would receive such a huge response – particularly in terms of advertising – or that we would be firmly ‘in’ the publishing business after just two issues.
With no background in publishing, we had to learn fast. What we lacked in knowledge and experience was certainly compensated for by enthusiasm. I remember hosting a meeting back in February 2004 with a group of individuals whom I thought might be able to help me realise my ‘marketing initiative’ to launch a magazine, which we would distribute like confetti during the summer months (we printed 75,000 copies of the first three editions), to give visitors and foreigners living on the island a taste of what they would be able to find on our information portal and search engine abc-mallorca.com.
A host of freelancers and the in-house team pooled our ideas and energies together and the first edition of abcMallorca was born in April 2004. The team worked hard to ensure that if you had a copy of abcMallorca you were going to have a better experience of what this beautiful island has to offer. That still remains the pinnacle of what we do today: you will only read about the best of what Mallorca has to offer – so, if it’s not there, it may be that it simply is not good enough!
We write only about Mallorca; we are not interested in other areas, because there are so many wonderful things we know about Mallorca that we want to share with you. People sometimes ask me whether I ever run out of ideas. How could I? Living here provides me with inspiration every day and there is always an angle for a good story.
I naively believed that high standards of journalism – in terms of research, writing and translations – were more important than the quality of the paper we used for the magazine. I learned otherwise, which was the main reason for a big relaunch in March 2007.
After three years in the business, we had enough feedback from our readers andclients for me to work out what they really wanted, and implement a new concept. Our fundamentals – in terms of quality journalism and independent editorial credibility – remain as i I do believe, after ten years, that we have succeeded in becoming the number one luxury lifestyle publication on the island. But we can never sit still – we are constantly striving to improve, to hone, to tweak our publication, to give you, the reader, the best possible magazine.
I have had a lot of fun, particularly on the creative side, being allowed to express myself in so many different ways through abcMallorca. I am happy to say that it is still a lot of fun. Another aspect of my job that I love is the opportunity to meet so many interesting people, particularly through our networking events.
The abcBusiness Club which was established in February 2008 is more successful than ever and proves time and time again that it is one of the most effective ways of doing business on Mallorca. I have always believed that the Internet is a very important medium for the promotion of Mallorca. We now have close to 700 articles online about life on the island; as well as the luxury lifestyle website www.helencummins.com and our new venture shop-luxury.com.
We are excited about the future prospects for Mallorca and the role abcMallorca can continue to play in promoting the best of what the island has to offer. We hope to celebrate many more anniversaries with you