SOBeFiT is a new magazine that targets South Florida readers interested in leading a healthy lifestyle. Covering fitness, nutrition, health and sports, the publisher will distribute 40,000 copies at high-profile gyms, health care facilities,malls and newsstands.
Oct 13, 2008
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Q. Why the name SOBeFiT?
A. The name was born from the concept to "be fit," and of course, the South Beach (SOBE) reference is immediately associated with Florida.
Q. It's clear from the launch issue that SOBeFiT is a very personal mission. How do you translate that passion into value for your readers and advertisers?
A. I have prepared my entire life to run a project like this-as a journalist, as a book author, with my master's degrees in exercise physiology and in finance, as a strength and conditioning coach, running my wellness center in Venezuela, plus the fact that I'm an avid runner and athlete. The reader can identify with me. I'm real. Ultimately, that authenticity will also bring in the advertiser.
Q. Why is this audience interesting to national advertisers?
A. Earlier this year, we commissioned MRI Market Solutions to do a pre-launch survey. One of the important conclusions was that 82 percent of South Floridians said they would choose to read SOBeFiT in addition to or instead of other national fitness and health-related publications; also, 99 percent believe it's important to receive the kind of information we provide, which is not found in any other magazine in South Florida.
When you get that kind of response, you can see the niche and potential here.
You know, there was a national poll recently that said South Florida has the most beautiful people in the nation. For the advertiser, we have a charm related to health, beauty and fitness that is appealing to the national market.
Q. Starting a magazine is not for the faint of heart. How did this idea come about, and how are you getting your initial financial backing?
A. Both my husband, who is the CEO of ABA Capital Group, and I have experience in the publishing arena in Venezuela, and when we moved to Miami, this was something always in the back of my mind. I mapped out the concept, and the ABA board approved it. We know the magazine will take four to five years to be profitable, and that if you are not financially prepared for the long run, you won't make it. I always say I didn't come to run a 5k, but came prepared to run a marathon.
Q. Besides NBA star Alonzo Mourning, who else has joined your team?
A.The beauty of this project is that I've gathered more than 14 national and local contributors, all in different areas of expertise. For example: Charles Platkin, who is "the diet detective," Dr. Richard Lopez, associate professor and director of Florida International University's programs in exercise and sports sciences; Lisa Dorfman, a sports nutritionist who has counseled many professional athletes; John Offerdahl, a former Miami Dolphins player who runs a chain of healthy restaurants; and Dr. Keith Hechtman, a founding partner for UHZ Sports Medicine Institute and an orthopedic surgeon.
Q. Do you really get up at 4 a.m. to go running?
A. Actually, that's not correct. I get up at 2:40 in the morning. I run eight to 13 miles daily on the treadmill, then go to the gym to lift weights for an hour. I do one hour of boxing twice a week. It's a discipline and something I do religiously.
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Magazines to Watch Introduction Part I
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