Winemag.co.za running costs – a sense of proportion
By Jacqueline Lahoud, 18 November 2019
In 2014, Christian Eedes and I acquired the Winemag.co.za brand from RamsayMedia. We incorporated What I Drink Last Night (Christian’s sighted-tasting blog) into Winemag and expanded the category tastings conducted blind and this hybrid approach seemed to work well for you, audience numbers growing from an initial 8 000 users per month to 20 000 by the end of the second quarter 2018.
In August of last year, Winemag was bought by US-based Eileses Capital who invested money in the business, enabling us to give the Winemag brand a facelift and redesign the website. Over the last year, we’ve provided sighted ratings on an almost daily basis; we’ve grown our category tastings to 10 per year; and from the single voice of Christian, we now have an array of top journalists, regularly writing for the site. We’re pleased to say user numbers now sit at 25 000 per month – the community grows and grows.
More recently we made the decision, following much debate, to be true to our slogan of Everything thing to do with South African fine wine, and for Christian to continue to conduct sighted tastings on a regular basis (previously a loss-leading activity for the business). We are able to do this because you said you would pay for it and now we are asking you to do just that by making a contribution. We have suggested you pay R600 a year or R50 a month with a view to achieving a total audience contribution of R300 000 per annum. This amounts to just 10% of our overall cost to run our business but, more importantly, it covers the cost of delivering the sighted tastings to you on a daily basis. The other 90% of expenses are covered by alternative revenue streams.
Thank you for making it clear what you want from Winemag, and for standing by your word to support this vital area of our business.
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