Mildura Weekly : Friday March 11 Vol 10 No 18
NEWS 21 FRIDAY, MARCH 11, 2016 MILDURAWEEKLY.COM.AU cluding studying countless magazines, and armed with a clear vision of what was wanted in the magazine, Toni set about staffing her fledgling operation. “We advertised for a sales person and out of that we found Sharon Ly- ell, who’s been with us ever since, and then just put out a lot of feelers for writers, photographers and design- ers,” she said. “I knew we wanted to write about houses and gardens, local people and all of the interesting places that make up Sunraysia, so we searched and asked around for people who would be passionate and knowledgeable in those ar- eas.” The result is a group of contributing writers and photographers, the majori- ty of whom have been with the magazine for most of the past five years, with Ja- cinta Allen-Gange becom- ing contributing editor. “The very first issue – I can’t believe we got through that!” Toni said. “After we’d already worked a ridiculous amount of hours over con- secutive days, I actually had to drive the magazine files to our printers in Adelaide. “We put the files on a portable hard drive, my daughter and I drove to Loxton, where I had a quick sleep as I was exhausted from the night before, and then kept driving. “I still hadn’t finished a lot of the files on that first issue and the printer, who I had a good relation- ship with, said ‘here use this computer and go your hardest’, so I’m madly fin- ishing off the magazine while at the printers. “But the whole thing with that first issue was, we’d set a date, we had to have it out and we had to prove that we could do it, so we were going to do whatever it took.” Despite initial scepti- cism from some in the community, and the hectic final hours before the first issue went to press, Mildura Living proved an immedi- ate success. “There was surprise from a lot of people. When we were explaining the concept to people before the magazine came out, we had a lot of people saying, ‘yeah sure it’s going to look like that’,” Toni said. “We had one reseller say to us that he might be able to sell 20 of them for us, that we’d struggle to get the next issue out and by the third one we would have just petered out, and this is in no way a bad reflection on him, it was just reflec- tive of what a lot of people thought. “After our first two or three issues, that same per- son said to us that he had no idea it was going to take off like it did, so that was quite inspiring.” The proceeding years and issues have seen the magazine grow significant- ly in terms of advertising, pages and stories, as well as its footprint. Mildura Living is now distributed to more than 270 newsagents, super- markets and coffee shops throughout Victoria, South Australia and New South Wales. It’s even available at the general store at Ameri- can River, on Kangaroo Is- land, which has a popula- tion of just 150 people. • Continued Page 22 more stories to tell “We had one newsagent say to us that he might be able to sell 20 of them for us, that we’d struggle to get the next issue out and by the third one we would have just petered out, and this is in no way a bad reflection on him, it was just reflective of what a lot of people thought.” – Toni Stoeckel • Mildura Living’s Eighth Street headquarters. AUTO ELECTRICAL INSTALLATION AND REPAIRS 5021 3213 firstname.lastname@example.org 55 7th Street East, MILDURA ALL MAJOR BRANDS OF 4WD ACCESSORIES MILDURA 4WD ACCESSORIES FUEL TANKS LONG RANGE TO W INSHO PH ERE CAR & CASH GIVEAWAY MILDURA TOYOTA SUSPENSION Sturt Highway Gol Gol | Call 5024 8643 Open Mon to Fri 9am-5pm | Sat 9am-12pm | Sun 10am-2pm www.golgolnurseries.com.au We’re growing for you Tr ees, Shrubs & Fruit Tr ees Giftware Outdoor and Garden Furniture Water Features & Statues Wall art and home decor Garden Care and Helpful Advice TO W INSHO PH ERE CAR & CASH GIVEAWAY MILDUR A TOYOTA 1/50 Madden Avenue, Mildura Phone (03) 5021 3883 Mildura Solar are now proudly installing Sapphire Solar 100% Australian Owned solar panels. Talk to us today about the huge benefits of installing Sapphire Solar panels. • 100% locally owned • Australian supported products and warranties • Customized design • Finest after sales care • Lower your power bills • $0 Upfront finance available • Paybackin3–6years • Extensive experience. UNBEATABLE SERVICE UNBEATABLE PRICES TO W INSHO PH ERE MILDURA TOYOTA CAR & CASH GIVEAWAY Mildura solar have completed over 800 installations in excess of 2.9Mw of power.
Friday March 4 Vol 10 No 17
Friday March 18 Vol 10 No 19