Living the brand adventurously

The youth are by and large incredibly brand conscious and with magazines there is no exception. If they even sense they are being sold a fake they'll switch brands faster than they can send an sms. The result is we invest considerable time and energy ensuring that we are always credible and authentic. Reader surveys, focus groups, and endless research keep us hopping, but the easiest way to do this of course is to "live the brand".

This is a favourite and familiar battle cry in marketing circles and one which becomes easy to say and much harder to do when coupled with the demanding process of putting together a magazine.

Realising the importance of not only being able to 'talk the talk' Saltwater GIRL Magazine has decided to do its next issue from a yacht somewhere off the Mozambique coast. The entire editorial, and advertising sales team will work from the yacht at the beginning of August as they go about their normal daily tasks associated with creating the magazine. In addition to that they will be responsible for the yacht - assisting in navigation, maintenance and supplementing their food source (fishing).

"The emphasis will be on adventure and innovation while exploring the reality of modern magazine production," as Lari Brown, editor, said.

The results will be available for all to see in the Spring issue which goes on sale 13 September.