To celebrate 20 years of Wye Local magazine, we asked founder and director Lisa Marie Eardley a few questions…
How did Wye Local start, and what inspired you to launch the magazine 20 years ago? Back in 2006, I was working as Studio Manager at a printer in Hereford. We’d just started printing a community magazine for another town, and the minute I saw it, I thought, “Hang on, our area needs something like this!” Somewhere to shout about what’s happening, support local businesses, and bring everyone together.
What was the very first issue like? Do you remember how you felt when you finally held that first magazine in your hands? It was green and black. Full colour printing was just too pricey back then! Most of my early sales happened at The Wheatsheaf over a pint with local tradies. I was living in a friend’s spare room with no desk, selling ads, writing articles, and laying it all out myself. Seeing it come off the press and handing out that first issue to my original advertisers was a completely surreal, dazed moment.
Looking back over the 20 years of Wye Local, what has been your proudest moment? The best feeling is knowing you’ve genuinely helped a local business. Recently, a long-time advertiser needed a framer, or she’d have to stop offering the service. We helped with the wording, Jess worked her magic on the layout, and after the issue went out, she filled the position with heaps of replies. It’s moments like that when you do a little happy dance in the office!
Since the beginning, what do you think has been the biggest change in local businesses? Back then, I was on the road constantly, popping in to see business owners and sharing stories about work, family, and local life. Now, it’s mostly calls, texts, and emails. I miss those face-to-face chats, but doing things this way means we can reach more clients and grow the magazines. I still try to pop into our towns, though. Sometimes for groceries, sometimes for haircuts, and sometimes for a glass of blush!
What has been the most challenging part of building and running your own local business? Chasing up unpaid invoices, hands down. Early on, a shop owner (thankfully long gone!) booked a front cover, promised to pay, and then dodged me for months. When I saw he was having a Closing Down Sale, I’d finally had enough. I walked in, filled a basket with items matching what he owed me, and stood at the till. Miraculously, he found his wallet and paid on the spot! Small businesses rely on cash flow to survive, which is why we moved to a pay-before-print policy in 2020. It keeps things completely fair for everyone.
Knowing what you know now, what advice would you give the Lisa Marie of 20 years ago, just as she was starting out? Don’t try to be someone you’re not. When I first started, I thought I had to look the part in stilettos and suits. After wobbling down high streets in heels (honestly, I looked like a drag queen half the time!), I realised my Dr Martens were much more me. If you’re genuinely yourself with customers, you’ve got the best chance of building something special together.
What are your hopes for Wye Local and sister magazines Local Beacon and Local Ludlow over the next 20 years? Right now, we’ve got such a great team, so honestly, my biggest hope is that everyone keeps loving being part of Cariads Local. Looking ahead, I’d love the magazines to keep moving with the times, and maybe even inspire a few future local legends! Whether we end up in new towns or just keep landing on kitchen tables every month, my real wish is for Wye Local, Local Beacon and Local Ludlow to always feel like a proper part of local life. If we can keep bringing people together, cheering on our communities, and giving local businesses a boost, I’ll be over the moon.
Finally, if you could sum up the last 20 years of Wye Local in just three words, what would they be, and why? Challenging (I’ve had some lows, but thankfully many more highs), interesting (we really do speak to such a variety of interesting people), fun (I’ve had an absolute blast!).
