in Publishing

Hello Sunshine

Image source: IN Noosa Magazine

Scaling up a business in 2020 seems a little quirky but when the product is one that connects a community with authentic and engaged storytelling, the timing might just be perfect. Carlie Wacker shares the story of a publication bringing sunshine to our lives. 

Say HELLO to print as it is not dead – it is flourishing on the Sunshine Coast with the emergence of our SAVVY, SPIRITED and SURPRISING magazine, HELLO SUNSHINE! Our big sister IN Noosa Magazine has been the role model to shape our pages and we are in good hands. Since launching in Spring 2014, we have shared more than 2,620 pages and 350,000 printed copies and are still INforming, INdulging and INspiring readers through stories that matter. 

“Our free lifestyle publication, with about 57,000 copies printed per year and 780 pages in the past twelve months is not only surviving but thriving,” says IN Publishing Editor-in-Chief, Deb Caruso. “We are proud to expand our IN Publishing business and create new employment opportunities, particularly during these challenging times and to do so without having received any external funding or support but from running a smart and accountable business,” she said. “While Hello Sunshine Magazine has been a twinkle in our eye for some time, we have been waiting for the right time – and the right team! We believe a little sunshine is needed now, more than ever, to connect the community through storytelling.”

Deb has lived and worked on the Sunshine Coast for the past twenty years in various marketing communications roles including Maroochy Shire Council, Reed Property Group, Unitywater and most recently on the destination marketing for the Ocean Street precinct.

“Our team are looking forward to spending more time on the Sunshine Coast and rediscovering the special attributes that make it unique,” she said. “Most of us call the Sunshine Coast home. It’s a massive area and we have done our best to capture some of the savvy, surprising and spirited businesses and people for our first edition. We know there is so much more to discover and we call on you to get in touch and share your story, let us know what you want to read about, podcast ideas, events we can support – we can’t wait!”

Our proven IN Publishing model brings together a  proud and passionate team of locals that work with the community to help build up local businesses, support local events and initiatives and create community connections. Hello Sunshine is a dedicated lifestyle magazine that is SAVVY, SURPRISING and SPIRITED. Complementing our beautiful, printed magazines are strong digital channels such as a digital magazine, social media channels, regular e-newsletter and Everyone Has a Story – from the Sunshine Coast and Noosa podcast to ensure our continued presence in the community all year round.

“We actually care about our readers and know who they are and what they seek by way of informative and engaging editorial,” says Deb. “They love the Sunshine Coast, whether they live, work or play here, and we want them to look to us as a trusted resource and authentic guide to what’s happening, where to eat, what to do and how to support local businesses.”

It is this ethos and different approach to publishing that saw IN Noosa Magazine awarded the Sunshine Coast Business Awards winner for Creative Industries in 2019. 

“Winning the business award in the Creative Industries category meant a lot to us as one of the key reasons we started the magazine was to showcase the local artists in our community,” Deb said. “We use local photographers, designers and regularly feature local artists on our front covers and inside the magazine.

“We also work creatively with clients to provide solutions that help them with their business needs – from bespoke events to activating our digital channels and subscriber database or connecting them with like-minded businesses for collaborations, it’s all about how we can work to best support our clients – not just when it’s time to pay the bills, but throughout the year.”

That support of local business has been highlighted in 2020. IN Publishing have continued to be thoroughly engaged in the community and are proud to be the only Sunshine Coast publication to deliver a magazine during the COVID-19 recovery period. 

“We took less than three weeks to pull together The IN Noosa Guide in what would normally take us 10 weeks,” says Deb. “The key driver was to promote our region and to inform and inspire our readers to support the local businesses through those challenging times. It was a big ask but we had an overwhelming response from local businesses wanting to promote that they were open for business and from readers who were seeking information on where to go and what to do. The support from readers and clients for the special edition was overwhelming.”

In Publishing In noosa Magazine

IN Publishing has always led with sustainability in mind, not just ensuring that the business model was about building long-term relationships but also in its approach. From our uncoated paperstock to our unique distribution channels, which includes handcrafted stands in key locations. 

IN Publishing is not only scaling up internally but helping others to shine bright. This year we also produced the much-anticipated VanillaFood Cookbook for Nilla Tomkins. The owner and chef of VanillaFood cafes, Nilla has been dreaming of sharing her extraordinary passion for fresh, organic and wholesome food that has made her eating establishment a much-loved Sunshine Coast icon for years. The carefully curated collection of more than 70 delicious recipes, sauces, tips and tricks interwoven with stunning photography and stories from Nilla’s Danish heritage is available now. 

So friends, print is not dead, it’s just got to tug at the heartstrings through authentic, engaging storytelling and we are beyond proud to present to you a little ray of SUNSHINE! 

Say Hello Sunshine today and sign up for our free e-newsletter, follow us on social media and send your story ideas through to [email protected]

Read in IN Noosa Magazine online at

About the Author /

[email protected]

Ali spends her days clicking away and creating print and digital designs for a variety of coast businesses and brings more than 15 years of print publishing experience. When she’s not at her computer, you can find her outdoors with her husband and three kids.

Post a Comment

Want more? Subscribe!

Get the latest news delivered fresh to your inbox!

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Want to list your business?

Contact us to find out how! Contact us