Once upon a time, we all sat in banks, doctors’ offices and beauty salons waiting for our turn, leafing through the magazines laying around on the coffee table. Now, being bombarded with endless information online, we fiddle with our mobile gadgets, texting friends or checking social media instead. Whether targeted by cleverly devised online marketing messages or being immersed in our friends’ networks, we are ultimately looking for that feel-good moment in finding quality content that interests us. But can we find it, or are we just wasting a lot of precious time?

No matter what your nationality is, if you are in Marbella, you are interested in Marbella. There is nothing like holding a glossy magazine in hand, checking out beautifully presented pages, indulging in arresting visual stimuli of million-euro villas or mouth-watering close-ups of our favourite food. Essential doesn’t only look good but also provides impulse for the mind. Its interesting and informative articles are not only examples of fine journalism but are also relevant, passionately written and authoritative in their field. This combination of qualities is hard to find online and it is why we believe Essential Magazine in its paper format will carry on thriving for many years to come. But what happens when you can no longer find a copy or you have returned home to the far East or the cold North? We have been working on that!

Last year in 2018, we embarked on a mission to expand and drive essential’s online presence.

NEW WEBSITE
In the year leading up to our 20th anniversary we have designed a new ‘no-distraction’ website, where we can present our quality content similarly to how it’s done in the magazine. Did you ever start reading something interesting online only to find yourself checking out the shoes you didn’t buy yesterday, or finding yourself on a different site you decided was a waste of time half an hour later? I can sympathise! We opted for no busy sidebars, no advertising banners, flashy images and overflowing carousels which can drive the viewer crazy getting lost in all the noise. We wanted to create a clean platform that can provide the visitor with a quiet, non-intrusive reading experience, with easy navigation and seamless mobile adaptability. More and more, multimedia will accompany our presentation of articles, which will add a new and fresh dimension to our paper content. This will be signposted in the magazine, as we produce new videos for increasing numbers of articles. On our homepage the latest additions are clearly visible, what’s more, we started an email service twice a month containing direct links to seven new article entries, so one can truly access only the topics they may be interested in. A new addition still in beta stage is our live site-chat, which makes it quick and easy to contact us in real time with any questions or enquiries.

SOCIAL MEDIA
To support our web content, last year we also created and executed a carefully designed strategy to elevate our social media profiles. At this time, we have over 20 thousand Facebook followers, nearly 10 thousand Instagram connections and a daily post schedule on both, plus on Twitter and on our LinkedIn company profile. We take pride in showcasing everything interesting and fun that this beautiful corner of Europe has to offer, its exciting multicultural vibe, luxurious lifestyle and experiences to be discovered. We post videos, photos and links to the stories that we publish on-line, so our webpages become accessible from each of the different social platforms as well. We aim to create conversations, interaction and, in time, become a reliable go-to source for those who want to make the best of their Marbella living.

GLOBAL REACH
So, all in all, we’d like to extend the Essential family we have formed in the last 20 years with our amazing clients, to our readers too. We aim to become the hub of an exclusive ‘Marbella-but-Global’ community where we involve all citizens of this world who nurture the love and passion for everything this part of Spain has to offer: those who enjoy scrumptious dining, sumptuous interiors, mighty motoring, leisurely beach life, cutting edge technology, innovative beauty and health care, luxurious lodging, sophisticated architecture and of course the multi-faceted nature, compelling culture and the amazing weather we have here. Through our recently evolved and ever-growing online presence, our new mission going forward is now to locate these global readers, connect them to this community, and for everyone’s benefit, to let our precious product, Essential Magazine, flourish for another 20 years to come.

Iain, can you tell us how Essential came to life?
Yes, in early 1999 an opportunity arose to assemble the necessary components to launch a luxury lifestyle magazine in Marbella. Certain key staff members were available, an investment was secured, and the market was on an upwardly mobile trajectory.

Did you have any experience in the local magazine industry beforehand?
After arriving in Marbella, my continual work experience since 1987 had been with local and international magazines, principally in a sales directorship capacity. This intervening period of 12 years endowed me with the knowledge and expertise to finally launch a title of my own.

How was Essential received by the people of Marbella?
The launch party itself was a resounding success, with over 600 people coming to celebrate with us at Bora Bora in San Pedro and the momentum just continued from the outset. The product seemed to strike a cord with readers and clients alike, gaining in popularity so that, incredibly, we were already in profit by the 3rd edition.

What are the cornerstone attributes of the magazine?
The focus and foundation of Essential is its editorial content. This requires meticulous planning in advance and involves mobilising a string of great writers. Building from this, we have always presented a quality product both in terms of design and printing, just as we have consistently maintained an extensive circulation every month, coupled with a highly controlled distribution function.

What has made Essential survive during all these years?
Maintaining the above strategy, evolving with the times, hitting the streets regularly in volume at the start of each month, not filling the pages with advertorial and, in general, providing a product that top advertisers chose to support.

What about your core team, tell us about them
You are talking about a great bunch of people – Andi, Marisa, Sus, Inma, Momo, Kev – who have grown into their positions and whose loyalty knows no bounds, who regularly pull together to achieve great things. At times it is intense and stressful but it is a labour of love and we are like a well-oiled machine.

And are there others?
There are lots – Belinda, Michel, Jackie, Addo and his team, Jairo, Mariano, Jan, Réka, Tony, David, Carlos, Rik, Cristina, Russell, Phil. Just like with those above, the majority of our staff have been with the business long term. It kind of makes us like a family and we sometimes have group get-togethers, which are always enjoyable occasions.

Have you had any special Essential events?
Over the years, many! Two at Bora Bora, three at Puro Beach, two at Estepona Bull Ring, also at Tibu, D.O.MAR and several versions of the Essential Awards at the Hotel Puente Romano.

And are you having a party to celebrate this month’s anniversary?
Of course! We have a tremendous venue lined-up and will be inviting all our close associates and loyal clients over the coming days. You will be able to see shots from the event in next month’s issue.

What are you particularly proud of?
Having a team like the above to depend on. Having worked with the same printer for 20 years (who are now also like family). Having printed on recyclable paper since day one (even though it had to be imported from Finland to begin with). Having maintained our editorial integrity and our popularity. Having the clients we do supporting the magazine – many of them have been advertising with us for years and some from the very start.

Where do you see Essential having reached now?
It’s nice to take stock after two decades. Having become the market leader back in 2005, we have maintained that position ever since. Essential is respected and collected, and its valued reception is the driving force that inspires us to continually try to out-do ourselves.

And, what can we expect in the future?
On the printed side, we intend to continue striving to produce the kind of editions that our supporters have come to know and love. Breaching the digital age, we have been making a big drive on elevating our Social Media platforms and on developing a dynamic web interface. Our resident Digital & Creative Director, Andrea, will tell you more about this on this page.