Next time you pick up a specialist magazine, know that you hold in your hand the product of teamwork that you will not readily find elsewhere. Not all will agree, but where would you find the logic and accounting of a left-brained, creativity of a right-brained, the martini-mix whole-brained, and their combined joie de vivre, other than in a team publishing a small magazine?

Large publishing houses have complete productions lines: in on the one end, and out at the other without (much) fuss. However, smaller, more targeted magazines such as for airlines, golf or security estates, or other magazines with a niche market, it is a chameleon of another colour. 

The number of people who work on it is smaller and their investment in it is far more than cash or labour. To them, it is a matter of pride, of extreme excellence and gladly spending every breath and buck to ensure that the reader is wowed. If we do not wow the reader, then we missed our mark.

Every new edition is different, as each one kindles new life and excitement. There is nothing dull about birthing a new cover, content, or design. From getting the advertisers; to writing, editing and proofing the text content; to designing and lay-out of the (mostly 30-50) pages; to printing; to distribution; and finally, to (re-)testing and (re)evaluation is as energising as the most potent energy drinks out there.

As a writer and editor, I am honoured when I am called upon to contribute to such magazines and be part of such a singularly focussed team. Targeting the right readers, using the right language and perspective, and holding up editorial policies, is a challenge that I grab with both hands.