A new high-gloss magazine has launched in Sydney called Local East. The lifestyle magazine, for the affluent Eastern suburbs of Sydney, will focus on people, food, travel, lifestyle, design, homes, beauty, sport and more with an initial print run of 50,000 copies.
The free 52-page monthly magazine was distributed last Friday and is published by Local Publishing Co in association with content agency Edible Ink Media & Content, both owned by former News Corp journalist Elizabeth Meryment.
The first issue features work by writers Leila McKinnon, Neil Breen, Derek Rielly, Alexia Biggs, Fiona Gillies, chef Lennox Hastie and photographers Elise Hassey, Nikki To and Parker Blain.
Big brands such as Smeg and Merivale support the magazine, alongside Racing NSW, the SCG Trust, the Fink Group, Wollahra Council, Bannisters Hotels and others.
Meryment said while she understands the risk in launching a print title in the digital era, she hoped Local East would become a strong voice and loved institution in the area.
“I never imagined going back into print media when I left newspapers 18 months ago,” she explained.
“But when I started toying with the idea of doing some kind of high-end local product, I talked to a lot of top-end businesses about it. They all seemed enthusiastic. Then, when I had the designs and concepts ready to go, those businesses who had initially expressed an interest in advertising in the magazine actually went ahead and bought advertising.
“Advertisers feel very strongly that this is a population they wish to engage with and that this is a medium they feel can deliver the messages they want to transmit. They like the look, feel, size and reach of the product and are prepared to give it a go.”
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