Brand New Niche?

Of niches there is no end. Just when you think that you have exhausted the possibilities in your city or town a new and totally unexpected niche emerges.

This is what happened when Dye Scott-Rhodan, of Hilton Head Island, SC, and owner of Dye’s Gullah Fixin’s restaurant, decided that the time was right for a digest-size publication to celebrate the Gullah heritage. Her niche: the rapidly-growing interest in the island culture of the Gullah people.

For those unfamiliar with the term, Gullah refers to the way of life and the language peculiar to the African-American inhabitants of the sea islands off the cost of Georgia and South Carolina, islands that until the 1950s were accessible only by water.

In recent years the Gullahs have gotten more and more recognition and have become a tourist destination in their own right -- a new niche just waiting to be discovered by publishing entrepreneurs.

Dye designed her sixteen-page magazine, sold 12 pages of ads for it, and handled the distribution. I discovered this free-circulation niche publication in my doctor’s office in Savannah, some forty miles from Hilton Head, where it lay in a stack in the waiting room.

Called Gullah is Ya ‘um (Gullah is Here) the little digest contains a recipe or two (Dye’s Sweet Tater Bread), some notes on Gullah history, and a calendar of events.

Dye Scott-Rhodan’s publication turned a profit from the first issue and seems to have a future limited only by the editor/publisher’s willingness to embrace.

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