Old City Scene Magazine Announces Strategic Name and Masthead Change
St. Augustine, FL, August 22, 2007 --(PR.com)-- Old City Scene, the lifestyle magazine for the nation’s oldest city, St. Augustine, Florida, formally announced today its re-branding strategy that begins with the introduction of its new masthead, Old City Life.
"September 1st marks our one-year anniversary. I began looking at where we started, what has happened over the past year, and where we want to go. We outgrew the name ‘Scene’ within the first few months. We needed a name that clearly defined who we are and what we are about. Our focus and content is so much broader than merely the ‘social scene.’ We have made it a mission to capture the ‘life’ of St. Augustine. Changing the name to Old City Life just made sense," explained Yvette Monell, the magazine's publisher and editor-in-chief.
Starting a city magazine was not in the plans when she moved to St. Augustine in 2005. Monell, who had spent many years in the fast-paced, publishing industry, relocated to work in the growing St. Johns County equestrian community. Wanting to learn about the local scene, she began looking for a city magazine. She soon realized that St. Augustine had magazines, but none focused on the residents. Monell explained, "We have such a strong presence of publications that are geared to the visitors of the city. What we needed was a magazine designed for those who work and reside here."
Starting such a magazine was not new to Monell. While living in the Florida Keys, she began developing a residential magazine under the name Keys Scene, but never went to press. The significant changes brought on by over-development and the ever-recurring threat of powerful hurricanes forced her to leave the area.
As Monell discussed the lack of a city magazine with others, she continually received affirmations that starting such a magazine was not only needed but very timely. Monell soon met Anne Darby, a well-established local ad sales executive. She asked her to approach her clients with the magazine concept to see if there was any interest in supporting a residentially based magazine.
When Darby returned with signed contracts and checks, it was clear there was a demand and a belief that St. Augustine was ready for its own magazine.
Old City Life covers the opening of new businesses as well as charities that give so much to the community. The magazine also has regular writers and contributors who exemplify the local flavor and provide a true community voice. Monell also notes that the magazine would not be what it is without the support of its advertisers, most of whom are small independent business owners who help create the ‘texture’ of this historic town.
Changing the magazine’s name was also a response to a trademark infringement lawsuit that was filed in the federal courts by publication based out of Jacksonville, Florida. Monell said, "By battling this out in the court system, we would be diverting our creative energy to trying the case rather than producing the magazine. Our advertisers buy space to attract clients not to pay for our lawyer fees. Also, having a new name will eliminate any confusion that might have arisen between our magazine and the advertising brochure that has ‘scene’ in its title. Although the lawsuit certainly was not in our plans, it created a silver lining. It made us all review our mission and re-establish why we come to work everyday."
"I’m stoked about the new name," said Stephanie Showalter, Old City Life’s Director of Marketing. "Every client and reader whom I have tested the new name on loves it. Time and time again they have told me that Old City Life really expresses the true essence of who we are. We will always cover the scene and publish the wonderful photos of all the great people Yvette and I meet when we go to events. But, the name Old City Life and the traditional styling of the new masthead will definitely withstand the test of time. ‘Scene’ has the potential of sounding dated. This re-branding is just the beginning. This has generated so much excitement for my marketing team that it has created some incredible ideas and projects. I can’t wait to make them all a reality."
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"September 1st marks our one-year anniversary. I began looking at where we started, what has happened over the past year, and where we want to go. We outgrew the name ‘Scene’ within the first few months. We needed a name that clearly defined who we are and what we are about. Our focus and content is so much broader than merely the ‘social scene.’ We have made it a mission to capture the ‘life’ of St. Augustine. Changing the name to Old City Life just made sense," explained Yvette Monell, the magazine's publisher and editor-in-chief.
Starting a city magazine was not in the plans when she moved to St. Augustine in 2005. Monell, who had spent many years in the fast-paced, publishing industry, relocated to work in the growing St. Johns County equestrian community. Wanting to learn about the local scene, she began looking for a city magazine. She soon realized that St. Augustine had magazines, but none focused on the residents. Monell explained, "We have such a strong presence of publications that are geared to the visitors of the city. What we needed was a magazine designed for those who work and reside here."
Starting such a magazine was not new to Monell. While living in the Florida Keys, she began developing a residential magazine under the name Keys Scene, but never went to press. The significant changes brought on by over-development and the ever-recurring threat of powerful hurricanes forced her to leave the area.
As Monell discussed the lack of a city magazine with others, she continually received affirmations that starting such a magazine was not only needed but very timely. Monell soon met Anne Darby, a well-established local ad sales executive. She asked her to approach her clients with the magazine concept to see if there was any interest in supporting a residentially based magazine.
When Darby returned with signed contracts and checks, it was clear there was a demand and a belief that St. Augustine was ready for its own magazine.
Old City Life covers the opening of new businesses as well as charities that give so much to the community. The magazine also has regular writers and contributors who exemplify the local flavor and provide a true community voice. Monell also notes that the magazine would not be what it is without the support of its advertisers, most of whom are small independent business owners who help create the ‘texture’ of this historic town.
Changing the magazine’s name was also a response to a trademark infringement lawsuit that was filed in the federal courts by publication based out of Jacksonville, Florida. Monell said, "By battling this out in the court system, we would be diverting our creative energy to trying the case rather than producing the magazine. Our advertisers buy space to attract clients not to pay for our lawyer fees. Also, having a new name will eliminate any confusion that might have arisen between our magazine and the advertising brochure that has ‘scene’ in its title. Although the lawsuit certainly was not in our plans, it created a silver lining. It made us all review our mission and re-establish why we come to work everyday."
"I’m stoked about the new name," said Stephanie Showalter, Old City Life’s Director of Marketing. "Every client and reader whom I have tested the new name on loves it. Time and time again they have told me that Old City Life really expresses the true essence of who we are. We will always cover the scene and publish the wonderful photos of all the great people Yvette and I meet when we go to events. But, the name Old City Life and the traditional styling of the new masthead will definitely withstand the test of time. ‘Scene’ has the potential of sounding dated. This re-branding is just the beginning. This has generated so much excitement for my marketing team that it has created some incredible ideas and projects. I can’t wait to make them all a reality."
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Contact
Old City Life Magazine
Stephanie Showalter
(904) 823-1222
www.oldcitylife.com
Stephanie Showalter
(904) 823-1222
www.oldcitylife.com
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