Barbara Ellington, Senior Gleaner Writer
From left: Vanessa Henry a reporter from St. St Lucia in animated conversation with Pulse's Romae Gordon and SHE Caribbean's Mae Wayne at the Jamaica Observer Style Awards function, held at Terra Nova Hotel, Waterloo Road, last Friday night. - WINSTON SILL/FREELANCE PHOTOGRAPHER
MAE WAYNE, publisher of the popular glossy magazine SHE Caribbean, has much to smile about. She has taken a dream and made it into a passion that is catching the interest of readers in the Caribbean region and the wider world.
The Gleaner caught up with the petite dynamo during the recent staging of Caribbean Fashionweek in Kingston. She revealed a journey of determination and tenacity that five years later, is a genuine St. Lucian story.
PUBLISHING BUSINESS
"We were already in the publishing business with the second largest publication (THE STAR ) in St. Lucia; it is published three times weekly. I took the idea for my magazine to the major supermarket owner and he gave me my first seven ads," Mrs. Wayne said.
Off to a great start, SHE was distributed free of cost, initially, to persons who bought $100.00 or more worth of groceries. Then there was the cosmetics advertising/marketing representative who gave her food for thought about which advertisements work, as well as other lessons.
But readership has grown from their first overseas market inBarbados to Dominica and elsewhere in the region. The magazine has greatest readership in the 18-25-year-old female grouping followed by women aged 25-35.
"In the United Kingdom, where there is a large Caribbean population, we do surprisingly well in the Oxford Street area of London. I think our exciting fashion accounts for this," Mrs. Wayne said.
The magazine covers are vibrant and inviting and so it's no wonder that readership continues to grow. Every issue has a theme, such as the arts or fashion, and while in the island, the busy publisher collected the latest in ideas from the fashion industry for upcoming issues.
"I am here to look at the talent, see who to photograph, meet new people and build and expand my magazine's readership," Mrs. Wayne said.
ADVERTISING REVENUE
Another encouraging sign is that advertising revenue is growing and Mrs. Wayne now provides employment for 45 persons. But she would love to see SHE Caribbean in front of other glossies, on the shelves of all pharmacies and supermarkets.
"It (the magazine) is about us, but we have a tendency in the Caribbean not to support or own, we must get it into our consciousness to see ourselves on glossy covers; respect and honour ourselves and have the biggest readership here at home before we go outside. So now that we are breaking even, I want to see the magazine at airports," the publisher said.
Although regional travel takes up much of her time, the busy publisher is usually up early each day to prepare her 11-year-old son for school and then start her work day.
She confessed that she hires mainly women and prefers
working with them because they understand fashion and its value in selling the product.
SHE Caribbean retails for an average of US$4.99.
