SUBLIME MAGAZINE - Defining The New Cool With A Conscience

"If you want to go fast, go alone; if you want to go far go together". This is the mantra of Damian and Laura Santamaria who have set themselves a high target in launching what they proudly describe as the First International Ethical Lifestyle magazine.

In the mid-90's The Face predicted the next big thing will be published out of somebody's bedroom. The realities of the home-based office mean that the nuts and bolts of production can happen in a bed-sit. But to move beyond those four walls and engage a wider audience takes a natty sense of intuition of where the next big thing is happening, a keen sense of marketing, and a unflinching conviction in your title's merit to launch into a sector already bloated with samey titles. With over 12 years' experience in brand consultancy and placing products for their clients in the marketplace, Damian and Laura acted upon their vision and set off to develop a magazine that would capture the spirit of our time.

	The Taster Issue

It's About Time... for Sublime

Indeed the momentum for the launch of Sublime Magazine has been growing steadily and surely since March 2004. In the notoriously competitive world of magazine publishing where several new publications go under each year, the Sublime team have been meticulous in their market research and have been testing their new formula through an online magazine that was launched in December 2004.

The philosophy of the magazine exceeded all expectations, generating an international network of readers and supporters from over twenty countries - making Sublime the first magazine movement with such a wide following before its launch. "We were nominated for a Style Award by the Sustainable Style Foundation in Seattle even before we launched," they comment.

A printed taster Issue 0 was launched at London Fashion Week and various high-profile design events through London last September. "We had a very successful launch of our Taster Issue and the feedback has been fantastic. The most common comment from people was 'wow! about time we had something like this' It is quite reassuring to know that people are ready for this space, and it's just the response we need to keep going."

Dreaming Big (and paying the price)

To put their money where their mouth is the Santamarias have invested heavily to get their Taster issue out there and opting for extensive – and expensive – distribution packages with the Saturday Times (Oct. 21st) and Waitrose Food Magazine (November issue). That means 170,000 glossy Taster issues have been produced with a view to getting the word out there, so that the idea that began around the Santamarias' dining table will end up on everybody's coffee table.

Think Tank

Summoning the Great... and the Good

"Social responsibility is not just a corporate concern it is now a personal option, being marketed as a mainstream aspirational lifestyle," explains Marketing and Partnerships Director for Sublime, Andy Drummond. "To put it metaphorically, the challenge is not simply whether we can have our cake and eat it too. It's whether we can use some of the finest ingredients, sourced fairly, bring them together in a mouthwatering recipe and then share the cake with others to create community. That's the challenge." For Andy this means exercising an editors' discernment with regard to advertisers to ensure cool brand value is backed up by ethical value. "We're not looking for hardcore, heart on your sleeve brands, but we do want it to be "a given" that our advertisers have commendable track records even if they aren't blowing their own trumpet. We believe in the long run this policy will bring clear added value to our pages. That will be an unwritten endorsement for advertised brands: They are the Great, and The Good."

The Alchemist's Art - Sublime Branding

The Sublime philosophy of combining ethics with aesthetics – a partnering of style and soul - has also generated huge interest from national newspapers and other media, and the global network of subscribers and contributors is growing steadily.

Damian Santamaria, co-director of Sublime, says: ‘"Readers and advertisers alike who are tired of formulaic glossies are turning to independent magazines. Our intention is to inspire and stimulate towards a more enriched, sustainable and meaningful lifestyle, without resorting to campaigning or lobbying." These guys know you don’t have to wear sandals and a beard to live an ethical life, instead they believe: "you can bring ethics and aesthetics together, that style and soul are not mutually exclusive".

"Sublime networking events are our source of energy, feeding the magazine with the kind of content that makes Sublime so special" says Laura. "We have invested much time and energy into putting together a stellar international team of writers, photographers and other contributors, who are attracted to Sublime as an open space for creative and collaborative reflection. We’re fully independent, so the stories we bring are honest, individual and fresh points of view, reflecting the light of real people and beautiful things in an artistic and transparent way."

"We see Sublime as belonging to a new breed of international independent magazines that are ready to express themselves and take risks to produce something inspirational for our times," they comment. "We are pleased to see this initiative moving forward and very excited about what lies ahead. We have a great line up for the next six issues and hope that people will continue with us on this journey to make our voice stronger within the publishing world."

If you like what you see, you can subscribe to receive 6 bi-monthly issues (and free gift) for £30. You can also buy gift subscriptions for £20 when you subscribe. Oh, and don't forget: the next Sublime Think-Tanks are held November 16th both in London and New York. Click here to subscribe to Sublime Magazine