±±¾©Èü³µpk10

As chief executive, Southwell is heading the business alongside managing director John Dean. Working directly with brands, customer publishers and agencies, the consultancy has been devised to provide “magazine content, digital content, absolutely anything”, Southwell said.

Southwell, whose most recent venture was golfing title Golf Punk, explained that the business has attracted interest from a number of other potential clients. "We are talking to people about raising money for potential new launches," he said.

Mind How You Go Media’s first major project came about after the firm was drafted in by Haymarket Network, the customer publishing arm of Media Week publisher Haymarket Media Group, to work on the customer magazine proposition for Sony.

Southwell and Haymarket Network have produced a pilot issue of Sony Magazine.
When it launches next month with a circulation of more than 300,000, the quarterly title will
be sent out to Sony customers, as well as being sold at news-stands and retailers.

"The Sony project is great,” Southwell said. "It validates what we do and is a big endorsement."
Mind How You Go Media – which is based in Haywards Heath, but will also operate out of clients' offices – will hire staff on a contract basis to work on specific projects.

Southwell is currently working with former Loaded and Golf Punk writer Ben Marshall, who is features editor of Sony Magazine.

"We have a pool of people, from a web team, journalists and hotographers, we use as and when,” Southwell added.

Dean was Southwell’s business partner at Golf Punk, a magazine targeting golfers aged between 15 and 24.

The title was bought outright by independent magazine publisher and original investor in the magazine, JF Media, at the end of 2006.

Southwell, as editor of Golf Punk, was shortlisted for the Launch of the Year award at the British Society of Magazine Editors Awards in 2004. He and his fellow entrants were beaten by Phil Hilton, the current editor in chief of free men’s weekly ShortList, for his work as launch editor of Nuts.